From now on, there’s no need to remind travel professionals of the need to be present on Instagram.
Indeed, this social network continues to grow.
In 2019, it had 1 billion monthly active users and over 500 million users used Instagram stories every day.
Another interesting figure: over 90% of accounts follow a business.
So, to meet the expectations of its users and bring ever more innovation, Instagram regularly creates new features and tools.
For example, we saw the appearance of Instagram filters, which quickly invaded users’ stories.
In this article, we’ll look at how these filters can impact travel companies and why it’s relevant for them to take an interest.

What is an Instagram filter?

The filters can be added to any user’s Instagram stories, and work thanks to augmented reality based on face recognition.
To begin with, the story format began on the Snapchat social network and was later integrated on Instagram.
This format is proving highly successful, as it enables the creation of spontaneous, more authentic content.
It’s possible to share live photos or videos with your audience, which appeals to users because it makes them feel closer to the brand.
For example, if a travel agency is organizing a blogtrip, it will be able to relay the trip live via the Instagram stories on its account.

In addition, for brands with more than 10,000 subscribers, it’s worth making use of the Swipe up function, which redirects users directly to your website.

Instagram filters are part of the so-called “social adds-on” and respond to a shift in consumer usage.
Indeed, the majority of social network users connect via their cell phones.
Instagram has responded to this change by introducing these new formats.
It is now possible to add several elements to your Instagram stories, such as GIFS, your location or filters.

There are different types of filter.
Some allow you to escape to destinations around the world by changing the background of your selfie, some can modify our face and some are interactive and become a game, for example there are filters with questions like: what will your next trip be?
Which travel influencer are you?

At the agency, we seized this great opportunity and created our own Instagram filter, which you can find here http://bit.ly/TravelInsightInstagram

How do you create your own filter?

Since summer 2019, more exactly on August 13, the filter creation platform is open to all: Spark AR studio.
Instagram’s aim is to offer users of the social network an additional space for expression.
You’ll need to download this tool directly onto your computer.
When you open the software, you’ll be presented with a number of filters you’ve already created.

To create your own, all you have to do is click on “Create project”, and you can then test your creation with a video.
You can add elements such as sound, text, 3D objects or lights.

It’s important to respect your brand’s graphic charter, color code, typography… in order to leave a lasting impression on the user’s mind.

Once you’ve completed the creation stage, you’ll need to submit your filter to Facebook so that it can be verified and finally added to Instagram.
You can now test your filter directly on Instagram and share it on your social networks to promote it.

What are the results for tourism companies?

There are several reasons to create an Instagram filter for a business.

First of all, your Instagram filter will be available to your entire community.
You’ll be enabling them to enhance their user experience.
It’s a fun and easy way to build engagement and loyalty among your followers.
Filters are a real driver of engagement and spread quickly.

So when someone uses your filter and publishes it in their story, your brand name will be visible to everyone subscribed to that user.
You therefore considerably increase your visibility and consequently your reach on Instagram.
New people will discover your account and your brand, and the aim is to convert as many of them as possible.

To sum up, the results of Instagram filters would be to increase the visibility and awareness of your brand on the social network, with a concrete development of your community and reach.

As you can see, creating an Instagram filter for your brand represents a great opportunity to develop your brand image and brand awareness.
However, production can be tricky, as the Spark AR studio tool is complex and requires a great deal of inspiration and creativity.

For brands, Instagram filters are an asset to their social network communication strategy, and can be a differentiating tool in the face of your competitors.