Instagram is one of the most popular social media apps today, with over 2 billion active users worldwide. This popularity makes it a great tool for brands to connect with people,showcase their products, and build their image. Brands can reach out to customers through eye-catching posts and stories, which helps them stand out and build loyalty.
Filters are essential in this process. They can turn regular photos into stunning visuals that grab attention in busy feeds. By using filters, brands can create a unique look that matches their style, making their posts more attractive and shareable. This helps them gain more followers and increases engagement, which can lead to more sales and better brand recognition.
What Are Instagram Filters?
Instagram filters are special effects that can change the look of your photos and videos. In simple terms, they can enhance colours, add styles, or even change the mood of an image. By using filters, users can make their posts look more appealing and polished.
There are two main types of filters on Instagram:
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1. Camera Filters

These are applied in real time when taking a photo or video. They changed how the camera captures the image, allowing users to see the effects before posting it.
2. Story Filters

These are used in Instagram Stories and can include animated effects or overlays. They can also involve augmented reality (AR) features, like face filters that add fun elements to your face.
Filters can significantly help brands connect with their audience. By using unique and eye-catching filters, brands can create a distinct identity that reflects their style and values. This makes their content more visually appealing and encourages engagement from followers. When a brand consistently uses a specific style of filter, it can enhance recognition and loyalty among its audience, leading to stronger connections .
Why Custom Filters Are Important?

Custom filters are a fantastic way for brands to express their unique personality and style. By creating filters that reflect their identity, brands can stand out on Instagram and connect with their audience more meaningfully. These filters can incorporate brand colours, logos, and specific themes that resonate with their target market. This enhances brand recognition ando fosters a deeper emotional connection with followers.
Many brands have successfully used custom filters to boost their visibility. For instance, Burger King Malaysia launched the BK Lucky Dragon filter during Chinese New Year. This filter is an interactive game that allows users to play while recording themselves. Users could participate in a contest, adding a fun and engaging element to the celebration. Such creative use of filters helps to engage users and encourages them to share content related to the brand, effectively turning customers into brand advocates.
Custom filters play a vital role in showcasing a brand’s personality, creating memorable user experiences, and driving social media engagement. By leveraging these tools, brands can enhance their online presence and build a loyal community.
How to Create Your Own Instagram Filter?
Creating your own Instagram filter can be a fun and creative way to boost your brand’s visibility. Here’s a simple guide to help you get started:
Tools Needed:
Spark AR Studio (A Free Tool For Creating Filters)

Step 1: Download Spark AR Studio. When it comes to how to make an IG filter, Instagram’s Meta Spark Studio is the go-to tool for creating custom filters. You can create an account and download the Meta Spark Studio programme from the Meta Spark Studio website.


Step 2: Choose a Template. Once you have Meta Spark Studio installed, you can choose from a range of templates or staRegarding Templates are filters way to kick-start your filter creation process and can be customised to suit your needs.

Step 3: Design Your Filter. Use the intuitive interface to design your filter. You can add 3D objects, textures, animations, and various interactive elements to create your desired effect.
Don’t hesitate to get creative and experiment with different elements until your filter looks the way you want.
Step 4: Test Your Filter. Testing is crucial to ensure your filter works as intended. Use Spark ARStudio’s built-in emulator to try out your filter on different devices and under various conditions.
Step 5: Submit for Review. Once you’re satisfied with your filter,you should submit it for review by Instagram. This process can take a few days, but once approved, your filter will be accessible to anyone who follows you or discovers it through the Instagram Effect Gallery.

Step 6: Share and Promote Your Filter. After approval, promote your filter to your followers. You can encourage others to use your filter by creating content with it, sharing it in your stories, and including a call to action in your captions.
With a bit of creativity, your custom filter can become a fun and engaging way to connect with your audience!
5 Tips for Great Custom Filters
Here are some helpful design tips for creating Instagram filters that not only look great but also resonate with your brand:
1. Keep it Simple
A clean, simple design is often more appealing and easy for users to interact with. Avoid overloading your filter with too many effects.
2. Stay On-Brand
Ensure that your filter reflects your brand’s identity. Use your brand’s colours, logo, or themes that tie back to your message, but don’t overdo it.
3. Add Interactivity
Include fun elements like animations, games, or interactive features to engage users and make the filter memorable.
4. Test for Usability
Make sure the filter is easy to use and doesn’t interfere with the clarity of the user’s face or environment.
5. Call to Action
Encourage users to share the filter and tag your brand. This can increase engagement and visibility.
By keeping your filter on-brand and user-friendly, you can create something that looks appealing and helps reinforce your message.
How to Measure the Success of Instagram Filter?
To measure the performance of your custom Instagram filter, you can track key metrics like likes, shares, and saves on posts that use it. The number of times others use your filters also gives a strong indication of its reach and engagement.
For more detailed insights, Instagram and tools like Spark AR Studio provide performance analytics. These tools allow you to track metrics like:

- Impressions: How many times has your filter been viewed?
- Captures: How many users have taken photos or videos with your filter.
- Shares: How often are your filters shared across stories or posts?.
These metrics help you evaluate the effectiveness of your filter and adjust your strategy if needed.
Examples of International & Local Brands Using Instagram Filters
Several brands have successfully created engaging Instagram filters that resonate with their audience. Here are a few examples that stood out:
1. Dodoodots

Dodoodots, a beauty brand known for its cute pimple patches, launched a “try-before-you-buy” concept with their Instagram filter. The filter allows users to virtually “try on” the patches, making it interactive and fun. This not only helps customers visualise the product but also adds an element of playfulness.
2. Hygr

Hygr took an interactive approach with their Instagram filter. They created a fun game where users could catch virtual items related to their personal care products. Users who scored high could win discounts, adding a layer of excitement while promoting their sustainable products.
3. Burger King Malaysia

Burger King Malaysia created a special filter for Chinese New Year called BK Lucky Dragon. The filter was more than just a visual add-on; it was an interactive game where users could play while recording themselves, making it shareable and engaging. The contest aspect of the filter encouraged participation, increasing brand visibility during a festive season.
Conclusion
Custom Instagram filters offerbrands an exciting way to express their personality and engage with their audience creatively. They make your content more interactive and help you stand out in the crowded digital space. If you’re looking to boost your brand’s visibility, creating your own filter is a fun and effective approach.
Give it a try and see how it can enhance your online presence! For more expert guidance in social media marketing, reach out to Newnormz. We specialise in helping brands grow their digital footprint and connect with audiences effectively through smart social media strategies.
1. Are Instagram Filters Augmented Reality?
Yes, Instagram filters are a form of augmented reality (AR). Through your camera, AR filters overlay digital elements, such as effects, animations, or graphics, onto the real world.Using Instagram filter enhances or changes how you and your surroundings appear in real time, blending digital enhancements with the real world.
2. What Is The Difference Between Instagram Effects And Filters?
Instagram filters are preset edits applied to photos or videos, usually adjusting colours, brightness, and other basic settings. Effects, on the other hand, refer to more complex overlays, animations, or interactive AR elements that can change or enhance the appearance of content beyond just basic edits.
3. Why Are Instagram Filters Good For Brands?
Instagram filters are great for brands because they create interactive, shareable content that engages users. By offering fun and personalised experiences, brands can increase visibility and interaction with their audience. Filters can also be tailored to align with a brand’s message, which helps reinforce brand identity and encourage user-generated content, boosting organic promotion.