When posting a picture on Instagram, users are able to choose from 40 different filter options. Each filter provides a unique variation of contrasts and colors. Filters are used for a variety of purposes. The purposes can range from punching up colors to highlighting a key feature, adding vintage appeal, or enhancing the character.
The current Instagram filters available are:
What to Consider
When choosing a filter, it is most important to consider your brand image. According to the Business Dictionary, brand image is the impression in the consumers' mind of a brand's total personality. Brand image is developed over time with a consistent theme, and is authenticated through the consumers' direct experience. The filter chosen for the picture must maintain that consistent theme as the rest of your marketing initiatives to properly represent your brand image.
MarketingProfs looked at the top Instagram filters used by Fortune 500 brands according to recent research from TrackMaven. The report was based on an analysis of Instagram posts by Fortune 500 brands between May 1, 2015 and May 1, 2016. The researchers examined a total of 41,071 Instagram posts.
Below is a chart of the Average Impact of Fortune 500 Instagram Posts by Filter.
Juno, Lark, and Clarendon are the top Instagram filters used by Fortune 500 brands. The filters with the highest impact scores - with engagement relative to the average Fortune 500 Instagram post - are Mayfair, Hefe, and Ludwig. About 89 percent of Instagram posts by Fortune 500 brands have no filter.
When choosing a filter it is also important to consider who your target audience is on Instagram. If you target the more sophisticated, simple crowd it would be best to avoid using filters like 1977 and Kelvin which have a more vintage feel. You may also consider where your audience is located.
According to Canva.com, Clarendon is the most used Instagram filter in the United States.
Gingham is the second-favorite filter in 16 states – including the Pacific Northwest, much of the Midwest, and a few states on the East Coast. Juno dominates much of the West, South, and Northeast. You can see the favorite filters divided by state in the graphic below provided by Canva.com.
The most used Instagram filters used worldwide include Clarendon, Juno, Sierra, Valenica, and X-Pro II. The vast majority of the world filters most of their photos with Clarendon - which is the same as most of the United States.
Click here for more information about Instagram for Business.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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