Instagram filters: Why are they so popular and what does it mean for brands?

Instagram filters. They’re everywhere. If you work in marketing, and you’ve missed them, take a long hard look in the selfie camera on your phone. So, why are these filters so popular, and are we close to reaching saturation point? How exactly can brands leverage this growing social trend for their benefit?
Let’s start with the why. There is nothing particularly innovative or groundbreaking about the ‘why’ behind Instagram quiz filters’ popularity. They tap into age-old adages surrounding the human condition and what we typically want to consume on social. Filters such as ‘Which Pixar Character Are You’, ‘Which Disney Character Are You’, ‘Which Pokémon Are You’ all play on fandom, tapping into cultural institutions and nostalgia. Users inherently want to know what an objective source (the filter) is going to reveal about themselves (the result). Read more…