Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals / How Influencer Campaigns Are Using AR Filters for Brand Engagement
Transcript
- Lucas: If these marketing conversations have sparked something you've actually used at work, that's exactly why we do this. And we keep it ad-free because of listeners who chip in — but more on that later. Today, I want to talk about a tool that's quietly becoming one of the most effective formats in influencer marketing, and it's not a video or a story. It's the augmented reality filter. Luna: You mean like the dog ears on Instagram? Because that's what I think of, and I have a feeling it's gotten a lot more sophisticated. Lucas: Exactly. The dog ears are the gateway. But brands are now building custom AR filters that let you try on makeup, see how a sneaker looks on your foot, or even transport yourself into a virtual store. And they're not just paying Meta or TikTok to build these — they're partnering with influencers to create and promote them. Luna: So the filter itself becomes the content. The influencer posts a video using it, and then the audience can try it themselves. That's a lot more interactive than a standard sponsored post. Lucas: Right. And the numbers back that up. According to a recent report from Meta, branded AR filters on Instagram generate an average dwell time of about 15 seconds per interaction. Compare that to the typical 3 to 5 seconds for a standard in-feed video ad. People are literally playing with the brand for three times as long. Luna: Three times? That's massive. And I imagine the share rate is higher too, because people want to show their friends the funny or cool effect. Lucas: Exactly. Sephora ran a campaign last year with a filter that let users try on different lipstick shades. The filter was used over 2 million times, and the influencer posts featuring it had a 30 percent higher engagement rate than their standard sponsored content. The key is that the filter isn't just a passive impression — it's an experience. Luna: Nike has done something similar too, right? I remember seeing a filter where you could scan your foot and it would recommend the right shoe size. Lucas: They did. Nike launched an AR filter on Instagram during the rollout of their new Air Max line. Users could point their camera at their feet and see a virtual version of the shoe. The filter had a built-in 'shop now' button that linked directly to the product page. Nike reported a 15 percent conversion rate from filter users — which is incredibly high for social traffic. Luna: So it's not just engagement for engagement's sake. It's actually driving sales. That changes the ROI calculation for brands. Lucas: It does. And what's interesting is that AR filters are not just for big brands with deep pockets. Smaller creators are getting in on it too. Platforms like Spark AR on Instagram and Effect House on TikTok have made it relatively easy to build simple filters. Some influencers are creating their own branded filters as part of a sponsorship package. Luna: Wait — so the influencer builds the filter themselves? That sounds like a lot of work. Lucas: It can be, but there are now agencies that specialize in AR filter creation for influencers. They charge anywhere from $500 to $5,000 per filter, depending on complexity. For a mid-tier influencer with 100,000 followers, that's often folded into the overall campaign fee. And the brand gets a reusable asset that can live on their profile indefinitely. Luna: Indefinitely — that's a big perk. A typical sponsored post might get buried in the feed after a week, but a filter can keep being discovered months later. Lucas: Exactly. That's the long tail. I've seen filters from 2023 still getting used today. For example, a coffee brand called Cometeer launched a filter that turned your face into a latte art pattern. It's still active and still generating impressions. The cost per impression over time becomes negligible. Luna: I want to talk about the creative side too. What makes a good AR filter for a brand? Because not every filter is going to go viral. Lucas: The best ones tap into an existing behavior. People already use filters to change their appearance or add fun effects. So a makeup trial filter feels natural. A filter that lets you put a virtual hat on your dog? That's shareable because people love posting their pets. The key is to make it easy and fun, not overly branded. Luna: So subtle branding, not a giant logo floating on your forehead. Lucas: Exactly. The brand should be present but not intrusive. For example, Pepsi did a filter that turned your background into a concert scene with a subtle Pepsi logo on the stage. Users didn't mind because it looked cool. The brand association was there without being pushy. Luna: What about measurement? How do brands track whether a filter is working beyond just usage numbers? Lucas: Great question. Platforms provide metrics like impressions, shares, and saves. But brands are also using unique promo codes within the filter or linking to a specific landing page. Some filters include a 'swipe up' or 'tap to learn more' feature that can be tracked directly. And then there's the brand lift study approach — surveying users who interacted with the filter to measure recall and intent. Luna: So it's measurable, but not as standardized as something like a click-through rate on a banner ad. Lucas: That's fair. But the engagement quality is arguably higher. When someone spends 15 seconds playing with your brand, that's a deeper connection than a split-second view. And if they share it, that's free peer to peer endorsement. Luna: I want to ask about the downsides. Are there any risks with AR filters? Lucas: Privacy is a big one. Some filters require camera access and facial mapping data. Brands need to be transparent about how that data is used. There have been a few controversies where filters collected more data than users realized. Also, if a filter is buggy or doesn't work well on certain devices, it can create a negative brand experience. Luna: So testing is crucial. And I imagine not every demographic is equally enthusiastic about AR. Older users might not engage as much. Lucas: True. AR filters skew heavily toward Gen Z and younger millennials. If your target audience is 50-plus, this probably isn't your best channel. But for brands going after younger consumers, it's becoming a must-have. Luna: That brings up another point: the cost. Is this something only big-budget campaigns can afford, or can smaller brands get in? Lucas: It's increasingly accessible. A simple filter on Spark AR can cost as little as a few hundred dollars if you use templates. TikTok's Effect House has even more free templates. For a small brand, you can do a test campaign with a micro-influencer and a $500 filter budget. The ROI can be strong if the filter resonates. Luna: What about the influencer's role specifically? Are they just promoting the filter, or are they involved in the design? Lucas: More and more, influencers are co-creating the filter. They know their audience's sense of humor and aesthetic. So a beauty influencer might suggest a specific color palette for a makeup filter. A gaming influencer might want a filter that reacts to sound. That collaboration makes the filter feel authentic, not like a corporate asset. Luna: So it's a natural extension of the influencer's brand. They're not just selling a product, they're offering an experience. Lucas: Exactly. And that's the thread I want to pull on. If today was actually useful to you — maybe you're thinking about AR for your own brand or client — the way these episodes stay ad-free is listener support. You can find us at buy me a coffee dot com slash fexingo. No pressure, just a way to keep the conversations going without commercial breaks. Luna: Yeah, it really does make a difference. We hear from listeners who say they've used ideas from the show in their actual work, and that's exactly why we do this. Lucas: Alright, back to the filters. I want to talk about where this is heading. I think we're going to see AR filters integrate more with shoppable content. Imagine pointing your phone at a friend's Instagram story and being able to buy the exact lipstick they're virtually trying on. Luna: That's the next logical step. Shorten the path from discovery to purchase even further. Lucas: Meta is already testing AR ads with direct purchase links. And TikTok has been expanding its AR effects for live shopping streams. During a live stream, a creator can trigger a filter that shows a product in use, and viewers can tap to buy. It's still early, but the infrastructure is being built. Luna: I wonder how that will affect the role of the influencer. Will they become more like virtual sales assistants? Lucas: In a way, yes. But the best ones will keep it authentic. The filter is a tool, not the message. The creator's personality and trust with the audience is still the core driver. AR just enhances the experience. Luna: So for brands listening, what's the one takeaway? If they want to start experimenting with AR filters today, what should they do? Lucas: Start small. Pick one influencer in your niche who's already creative with filters. Co-create a simple, fun effect that aligns with your product. Launch it on Instagram or TikTok with a clear call to action — try it, share it, tag a friend. Measure not just usage but also sentiment and any direct sales. And then iterate. The brands that learn fast will have a real advantage as AR becomes more mainstream. Luna: That's practical. And I think we'll see more brands treat filters as an ongoing part of their marketing mix, not just a one-off campaign stunt. Lucas: Absolutely. The technology is only getting better, and the audience is already there. It's one of those rare moments where the format and the behavior are perfectly aligned. Next episode, I want to look at another emerging format — but for now, I think that's a good place to leave it.