Instructions from FFFACE.ME: how to effectively run the Instagram filter to get fantastic metrics
There is an opinion that an effective Instagram filter achieves success by itself. That’s why many people just publish a file and expect coverage without an announcement and promotion. The filter is the same product, and it is essential to not only launch it but also communicate. Having tested our own mechanics on the experience of more than 500 projects, we will share the instruction on launching a promotional campaign. Hence, the filter brings the highest possible digital performance.
LAUNCH PROMO ON INSTAGRAM
POST
In the post, in addition to information about creating a filter, you should motivate subscribers to use it and tag your brand account (for example, by drawing a gift).
Important: photo and video content must be high quality because the first thing the user pays attention to – is a tenacious aesthetic visual. For example, at FFFACE.ME, we work with models, make-up artists, and videographers and often do a mini fashion shoot with the filter for an announcement in an account or preview.
WHAT DOES A PERFECT POST LOOK LIKE:
- The first image – is the aesthetic visual of the filter
- The second one – is a screenshot from the brand account, which shows how to find a filter and start shooting with it
- Text – tell about what the filter is, what its value, and describe the competitive activity
STORIES
Instagram’s algorithms work so that most users do not read posts. Therefore, it is also essential to communicate the filter launch through stories. Repost your promo post in stories, share a link to the filter, and a call to use it. The second story should contain a video preview, a link to the filter itself, and a call to tag the brand page. We advise you to repost stories of your subscribers. To do this, check the “requests” section in the direct. Don’t forget to add a link to the filter and a call to participate in the contest/flashmob/, etc.
The central insight here – each of your reposts is a new entry point into the promo.
In addition to organically creating a buzz around your filter, we also recommend making an “artificial” buzz. Therefore, if you are working with influencers, you must arrange with them to shoot stories with a filter from their accounts. It’s cool if these stories have a short announcement in verbal or textual form. Don’t forget to repost these stories and attach links to the filter.
INVOLVE OTHER PLATFORMS
1. OTHER SOCIAL NETWORKS
We recommend duplicating the announcement on other brand social networks – Facebook, LinkedIn, and Twitter. The post may look the same, but with one difference – you should add a link to the filter to the post’s text.
2. EMAIL MARKETING
The next day after the promo launch, we recommend attracting email marketing. In essence, you need to duplicate the post’s content with the announcement in the email to your audience. It is better to do this sometime after the launch of posts on social networks to see how this tool works in terms of engagement.
3. PRESS
Write a press release about your fantastic project and send it to the media you work with. But don’t expect them to write about any filter just because it exists. So add the value to it. It would be best if you thought about it from the beginning to strengthen your project’s social, charitable, or other values.
4. APPLICATION AND WEBSITE
Both on the site and in the application, you can add a banner that will inform users about the promo. The banner must contain an active link to the post on Instagram or directly to the filter. For example, in the case of Monobank, on April 1, we created an internal page in the application, which offered to “chip” to activate the transfer of funds through a handshake. So when you clicked on the “chip” button, the user immediately opened a filter, which generated more than 40,000 UGC content. This way, you can activate an existing audience that may not be your subscribers on social networks.
CREATE OFFLINE PROMO
Relevant offline promo can boost filter coverage several times. A striking example of such activity is our case for Silpo, where gift certificates were raffled off using a filter.
In the supermarket, we posted information about the promo on postcards, printed materials, shelf packers, and video banners. The main entry point was the QR code (a link to the filter). In two weeks of promo, we received 10,000 scans of QR-code, and in one month, the number of sales of certificates increased three times compared to the period without promos.
Why did it work? Obviously, when a person is at the point of sale, he is motivated to receive a certain amount of goods for free. And when we asked people on the spot to take some action to get this opportunity, they clearly took advantage of it.
CHOOSE THE WINNER
The last, but one of the most important points is the choice of the competition winner. When the promo is over, don’t forget to summarize the results and choose the winners. There are two types of gifts: guaranteed, which you will send to anyone who has tagged your account in stories with your filter, or gifts for the winners.
You need to add all the promo participants to the highlights as you are tagged and enter them in the excel spreadsheet to choose the winner using the Random.org service. It is essential to sum up transparently so as not to tarnish your reputation and encourage customers to participate in future promotions.
