INTRODUCTION
Have you ever logged into Instagram and wondered how brands make their photos look so good? Chances are, Instagram filters are the reason.
It is estimated that 18 percent of all photos on the platform use a native Instagram filter. However, the actual percentage of filter-enhanced photos is likely much higher when you factor in external photo editing software.
Hotels like yours can take advantage of photo filters to establish a consistent look or aesthetic for your account, making it easier for potential guests to identify your brand just from the image.
Following are some tips on how to use Instagram filters for your hotel, resort or bed and breakfast.
HOW TO USE NATIVE INSTAGRAM FILTERS FOR YOUR HOTEL
Instagram offers more than 40 native photo filters on its platform. To access these filters, login to the app and click the “+” button to start a new post. Select the image you’d like to use and click “next” to view the filters–you will see them at the bottom of the screen and under “manage filters.”
To select a filter, tap it to apply it to the photo. You can make further adjustments by tapping the filter again to manipulate the strength of the filter. Once you’ve perfected your image, click “next” again to continue with the post.
Remember, the idea is to create a consistent look for your hotel’s Instagram account, so you may need to play around a bit to see what filter works best for you. For instance, you should test filters out on various images (e.g. hotel room, lobby, recreational areas) to make sure you like the look before committing.
PRO TIP: Once you identify your favorite filter(s), go to “manage filters” to turn off filters you don’t use and to rearrange them in an order that makes sense. For example, you will want to place your most-used filter in the first position to make editing faster.
HOW TO CREATE CUSTOM PHOTO FILTERS FOR INSTAGRAM MARKETING
Unfortunately, there is currently no way to create and save custom filters on the Instagram platform itself, but there are tools available that make this possible. Adobe Lightroom is one option that can be used on an Android or iPhone.
Like in Instagram, you will see a photo selection screen when you open the Adobe Lightroom app. You can either choose an existing photo or take a new one before editing. If possible, try to choose a neutral photo with a good balance between warm and cool tones as well as highlights and shadows. That way you know the filter can be applied to most images.
Next, you’ll create your desired edits by using the tools at the bottom of the screen. There are a variety of options from which to choose, including color, light, geometry and optics, to name a few. If you are new to photo editing or designing filters, you should start by using a preset filter within Lightroom and making tweaks to get your desired look.
When you are ready to save, scroll over to the “Presets” tab at the bottom of the screen and open it. Click the “…” symbol and tap “Create Preset” to view the “New Preset” screen. Here you will be able to name your filter (e.g. hotel room, pool) and save the settings.
PRO TIP: Next time you’re ready to post to Instagram, open the Lightroom app, apply your desired preset filter and save the photo to your camera roll. It will then be available to post to Instagram, complete with your own custom filter.
HOW TO MAKE AR FILTERS FOR INSTAGRAM STORIES
AR filters, or augmented reality filters, enhance or distort photos using facial recognition and are widely used in Instagram Stories–think photos of people with animal ears.
Facebook’s Spark AR Studio allows brands to create their own custom filters as a fun and interactive way to engage with the 500 million people who use Instagram Stories on a daily basis.
For instance, your hotel could create a face filter that highlights a seasonal promotion or a specific guest experience (e.g. spa services). There are a variety of effects, so the possibilities are virtually endless.
The studio is free to download, but you will need to submit any effects you create for approval before they go public. Once approved, you are able to publish your custom AR filter to your hotel’s Instagram profile or share it within Stories.
When followers see the effect, they can opt to use it in their Stories by tapping the name of the filter at the top of their screen. Their followers can then do the same thing, thus extending the reach of your custom filter and your brand.