Day: November 15, 2020

Seattle's New Theory of Crime

A City Council proposal would justify misdemeanors committed under ‘duress.’

How to Use Instagram Filters in Paid Social Media Campaigns

One billion – that’s how many people use Instagram each month.

With such a huge, highly engaged audience, you can bet the competition between brands is tough. This is why small details can make all the difference, and Instagram filters could play a part in making your social media campaigns more successful.

What are Instagram Filters?

Everywhere you look, marketing advice says you need high-quality images to succeed on platforms like Instagram. But what if you’re not a professional photographer?

This is where Instagram filters can be a game-changer for your marketing and particularly your paid social media campaigns—they can make your images look as sleek as if they’d been professionally shot.

Here’s an example of an unfiltered image vs. its filtered twin:

Unfiltered instagram photo of boats on water
Instagram photo of boats on water using clarendon filter

Not only do Instagram filters make things look cleaner, but they also allow you to edit your image with one click. Where most editors make you alter contrast, saturation, and so forth individually, Instagram lets you pick a pre-set filter that suits your image—though you can tweak them if you’d like.

While these filters have been around since 2011, they’ve taken off in recent years. With the added capabilities of augmented reality (AR) technology—which adds imaginary images to those of the real world—they can significantly impact your social media campaigns.

Why Should You Use Instagram Filters in Your Paid Posts?

Social media platforms are competitive, and standing out from the crowd isn’t easy. If you’re going to get the best cost per click with your paid social media campaigns, then your brand needs to grab attention and drive engagement.

When you run an Instagram ad, you don’t have much real estate to work with, so you’ve got to find ways to draw your audience in with the limited space you have.

If you can combine innovative use of filters with creative images and excellent text, then you could achieve exceptional results— as Opel did with their “Opel Adam” campaign. In just two weeks, the campaign achieved a 2.5x increase in registrations and significantly lowered Opel’s cost per registration.

It’s possible to achieve the same results for your business, but you’ve got to make the most of the tools available to you.

If only 18% of Instagram posts use a filter, this means you’ve got an opportunity to make your content stand out over the other 82%. Research shows that AR filters have an average dwell time of 75 seconds, which is four times that of even video content—so using it can make a huge difference.

Social media platforms crave engagement, and if your advertisements give them that, you may find you reach more people for less—and Instagram filters are one of the best tools to help you achieve this.

How to Use Instagram Filters for Your Paid Campaigns

Turning your posts into paid campaigns through the Instagram app couldn’t be easier. All you need is a business or creator account, and then you can get set up with your paid ads.

  1. Click the profile icon in the bottom right-hand corner.
  2. Select promotions.
  3. Choose a post to promote. Instagram will prompt you to use your top post, but you can select any of your previous posts to promote.
  4. Select where to send people— your profile, website, or direct messages.
  5. Define your audience. The easiest option is to choose “automatic,” which targets people similar to your followers, but you can create your own.
  6. Choose your budget, setting your daily cost and how long you want the campaign to run for.
  7. Review and publish.


how to use instagram filters for your paid campaigns

To create a promotion through the app, you need to have already created your post or story. Luckily, Instagram makes it exceedingly easy to snap an image on the go, add a great filter, and promote it within seconds.

Tips for Picking the Right Instagram Filter for Your Campaign 

The right Instagram filter might be a quick way to give your images the professional touch, but the wrong filter can have the opposite effect. When you’re choosing your filter, keep these three points in mind:

  • Your images reflect your brand
  • Consistency works well on social media
  • Don’t go filter crazy

Your images help define your brand, so the filters you choose matter. Your filters should reflect the mood of the product or service you’re promoting, and you need to stay consistent with this.  

A great example of this is JetBlue’s Instagram account. You can easily spot how consistency has allowed them to develop their own simple yet effective style by using similar image styles, colors, and more.

Screenshot of JetBlues use of Instagram filters

While the right filter can make things look amazing, “over filtering” can have the opposite effect. You don’t want to alter things so much that they look surreal. Instagram filters are optimized to please, so it’s often worth sticking to the tried and tested rather than over-editing.

If you’re looking for inspiration, Canva studied the most popular filters, and Clarendon, Gingham, and Juno came out on top.

Instagram Filters for Posts

Adding filters to your Instagram posts couldn’t be easier. In five simple steps, you can post amazing images that grab your audience’s attention.

  1. Click the + button at the center of your home screen.
  2. Select the image you want to use from your library, or select “photo” or “video” to create a new one. Click next.
  3. Choose your filter from the list at the bottom of the screen. Remember, you can add more by clicking manage at the end of the reel.
  4. Add your caption, tag people in your posts, post your location, and choose other social platforms you would like to post to.
  5. Hit share.
Guide to Adding Instagram Filters for Posts

Instagram Filters for Stories 

Instagram stories allow you to post photos and videos that vanish after 24 hours. One-third of the most viewed Instagram stories are created by businesses, so they are an excellent way to make your posts go further.

The process of posting stories with filters is just as simple as with posts, but you’ll notice a lot more options when it comes to AR filters.

For a live video or image:

  1. Select your profile icon.
  2. Hit the + button in the top left-hand corner.
  3. Select “story” from the pop-up menu.
  4. Use your camera to take live video or images, or select an existing one from your library by clicking on the image in the bottom left-hand corner.
  5. Choose between your front-facing and rear-facing camera if you’re taking a live image.
  6. Select your filter from the reel at the bottom.
  7. Tap the center button to take a picture or hold the button to take a video.
  8. Use the editing buttons in the top right-hand corner to add extra filters, overlay text, or download to your library.
  9. Hit “send to” and select where to share your story.
A step by step guide to adding Instagram filters for stories

Bonus Instagram Filter Tip

If you’re scrolling through Instagram and see a filter you like, you can save it to use on your own stories.

  1. Go to the profile of the person with the filter you like.
  2. Click the smiley face emoji to see all their filters.
  3. You can save it by clicking the down arrow or try it on.
  4. When you’re trying on the filter, click the drop-down menu.
  5. From here, you can save the effect or send it immediately as a story.
  6. The next time you send a story, the filter will be ready for you to use.

Instagram Filters for Faces

When you created your first story pin, you likely noticed there are a lot of things you can do to your face with AR.

AR allows you to add computer-generated effects over the live image you see on your camera. For example, if you want to see what you look like wearing sunglasses, there’s an AR filter for that. The sunglasses appear on your face and follow you as you move.

There are endless Instagram filters with AR, which gives you more options to engage your audience. However, as with any Instagram filters, it’s essential to find the ones that suit your brand.

Some companies have had great success with AR filters on Instagram, such as this one by Ray-ban. But if you’re going to use these filters, then you’ve got to make sure you stay on-brand.

Rayban Instagram Filter of woman with antlers

To create a story with AR filters, simply follow these steps:

  1. Select your profile icon.
  2. Hit the + button in the top left-hand corner.
  3. Select “story” from the pop-up menu.
  4. Choose between front- and rear-facing camera.
  5. Slide between the filters at the bottom and watch as your face is brought to life with AR.
  6. For more effects, slide to the end of the reel and select “browse effects.”
  7. Choose a filter.
  8. Click the middle button to take a photo, hold to take a video.
  9. Click send and then select where to share.
Instagram filters for faces

Other Instagram Features to Help Your Paid Campaign

One of the reasons Instagram is so popular with advertisers is because it gives you lots of tools to give your paid campaign extra oomph. The beautiful thing about it is it’s so easy for anyone to add filters, gifs, text, and music to their images.

While a recent study found that images without text overlay generally perform better than those with text, marketing is all about finding the message that engages your audience, so it’s worth experimenting to find the formula that works for you.

These Instagram features give you added options when it comes to reaching and engaging your target audience.

Adding Gifs

Gifs provide a great middle-ground between static images and video. They were talked about as a big marketing trend, and while AR has taken over somewhat, they’re still a handy tool for your paid Instagram campaigns.

A gif is a quick and easy way to add something extra to your story, and once again, Instagram makes it exceptionally easy to do:

  1. Select your profile icon.
  2. Hit the + button in the top left-hand corner.
  3. Select “story” from the pop-up menu.
  4. Choose between front and rear-facing cameras or open your library via the icon in the bottom left-hand corner.
  5. Take a picture, or choose an image from your library.
  6. Choose the square smiley face at the top of the screen.
  7. Select gifs, or use the search bar to find a specific gif.
  8. Make your gif bigger or smaller by pinching in or out with two fingers and drag it into position.
  9. Select “send” to and choose who you want to see your story.

Adding Text

Instagram might be a very visual platform, but that doesn’t mean there isn’t use for text. The right use of text can help give your posts and stories context, grabbing people’s attention and linking the image to your brand.

Text is a vital part of Instagram because this is where you make use of one of the most important features: hashtags.

Hashtags not only help people find your posts, but they also boost engagement and allow you to zero in on what’s popular in your industry. The statistics show that Instagram posts with even just one hashtag can see an increase in engagement of 12.6%. So with only a little extra text, you can give your campaigns a better chance of success.

You can also use text overlay on your stories. You’re in control of your text’s font, color, and look, which means you have another way of giving your images a professional look.

To add text overlay to your stories, simply:

  1. Select your profile icon.
  2. Hit the + button in the top left-hand corner.
  3. Select “story” from the pop-up menu.
  4. Select your image or video.
  5. Click the “Aa” in the top right-hand corner.
  6. Type your text.
  7. Choose your font, color, and effects, using the tools at the top of the screen.
  8. Hit “done.”
  9. Select “send to” and choose your audience.

Adding Music

Music has always played an important part in advertising. Music helps make advertisements more memorable, evokes emotion, builds the story, and accentuates the brand, so it can be an essential tool.

While some people will use Instagram with the sound off, Instagram makes it so easy to add features such as music that you don’t lose anything by using them.

Again, make sure whatever you choose fits your brand and is going to engage your audience.

Here’s how you can add music to your Instagram stories:

  1. Select your profile icon.
  2. Hit the + button in the top left-hand corner.
  3. Select “story” from the pop-up menu.
  4. Choose between front and rear-facing cameras or open your library via the icon in the bottom left-hand corner.
  5. Take a picture or choose an image from your library.
  6. Choose the square smiley face at the top of the screen.
  7. Click the music icon.
  8. Choose your song.
  9. Edit which part of the song you want to showcase, clip duration, and how you want to credit the song.
  10. Click “done.”
  11. Move the music sticker, making it bigger or smaller to suit your image.
  12. Hit “send to” and select your audience.

Instagram Filter Features Within Other Photography Apps

You might be thinking, “I want my Instagram posts to stand out, so why would I use the most common filters such as Clarendon?” While many brands find success with Instagram’s filters, you have other options if you choose to go that route.

To help you with this, there are lots of photography apps that have curated Instagram filters you can pay for or give you the ability to create your own, including:

  • VSCO
  • Afterlight
  • A Color Story
  • Tezza
  • Spark AR

You may have to invest some time in finding or creating the perfect Instagram filter, but once it’s saved to your Instagram account, you can add it to all your posts and stories in seconds.


The right Instagram filter can immediately improve your images and give your brand an identity. When you’re running paid media campaigns, you want to give your images and videos every chance of standing out from the crowd, and filters can help you achieve this.

Instagram makes it incredibly easy to add this extra element to your posts. Turn your images into posts that people want to engage with and share, then watch how they may improve your paid social media campaigns.

What’s the go-to Instagram filter for your brand?


The post How to Use Instagram Filters in Paid Social Media Campaigns appeared first on Neil Patel.

How to Use Quizzes in Your Marketing Strategy

quizzes in marketing

Using quizzes in your marketing strategy is one of the most underrated marketing moves.


They are incredibly effective at generation leads, engaging your audience, and much more.

But, it isn’t enough for me to just convince you to implement quizzes in your marketing strategy, so I’m going to show you exactly how to create an effective quiz, how to distribute it, and how to follow it up with marketing automation.

At the end, we’ll cover several brands successfully using quizzes in their marketing strategy so you can walk away with a little more insight.

Part I: Creating Your Quiz

There’s more to a quiz than you might actually think. Did you know that six out of ten people only read a headline? That means we’re going to have to make a pretty good first impression, so let’s talk about the title first.

Title Selection & Quiz Types

The very first step to creating a quiz would be coming up with the title for it. Once you’ve got that down, you’re going to want to figure out what type of quiz you want to make.

Here are a few of the most common quiz titles;

  • The “Actually” Title: Believe it or not, adding the word “actually” can turn a simple question into a challenge. Compare “How much do you know about the Golden State Warriors” against “How much do you actually know about the Golden State Warriors” and you’ll see what we mean. No one likes to back down from a challenge, right?
  • “The Which (Blank) Are You?” Title: This one’s a classic. Due to our innate inquisitive nature, sometimes we just have to know which Marvel superhero we are before we die. It’s just one of those things we have to cross off our bucket list.
  • The “Celebrity Personality” Title: This is your typical personality quiz with the substitution of celebrities to give it that added pizazz. Because of the use of celebrities, they’re more likely to get someone’s attention sheerly through being starstruck.

Choosing The Quiz Type

The quiz titles above will give you a few ideas of quiz types, but here’s a few more to consider:

  • The Personality Quiz – We like to hear good things about ourselves, so because of the “self-serving bias,” personality quizzes work so well. This type of quiz categorizes people into personalities that compliment them based on their answers. If you’re a brand that focuses on product sales, you could use a personality quiz to place individuals into categories with personalized product recommendations based on the answers they gave.
  • The Knowledge Test: The knowledge test simply challenges anyone’s knowledge on a given subject. You could ask your audience how much they know about your brand, the products it offers, or any of today’s trending topics.

Crafting Quiz Questions

Now that you’ve got a general idea of what kind of quiz you want to create along with a title to go with it, it’s time to bring it to life by filling it up with questions!

Here are some things to keep in mind when formulating your questions:

  • Infuse Personality into Your Quiz: Breathe some life into your quiz by injecting your personality into it. Approach your audience as if you were talking to them in person. Make your audience feel comfortable so that they’ll be more likely to opt-in later.
  • Use Images for Your Questions: There’s nothing wrong with having text-only questions, but don’t be afraid to use images either. Using pictures keeps things interesting and relevant, it also makes your quiz feel more like a trivia game.
  • Keep It Short: People don’t have the longest attention spans, so keep things simple and sweet. Aim between 6 to 10 questions for your quiz, in general, this will only take your audience about two to three minutes to complete.

Designing A Lead Capture: Do’s and Don’t’s

After coming up with the questions for your quiz, it’s time to create a lead capture form. The purpose of lead capture is to gather contact information so that you can grow an email list.

You can then follow these leads up through marketing automation, which we’ll get into later. For now, here are some helpful do’s and don’t’s you should follow when creating your lead capture:

Do: Incentivize Your Lead Capture Form

Give your audience a reason to provide you with their contact information. Offer incentives like a free eBook or an entry to a free giveaway. Standard incentives include infrequent updates about your brand or a weekly newsletter. Find what works best to encourage your audience to join your mailing list.

Don’t: Ask For Information You Won’t Use

What’s the point in asking your audience for their phone number if you aren’t going to call them? Make sure you only ask for information that your brand will use; the most basic being a first and last name, and an email address.

Otherwise, you risk annoying your audience and having them bounce from your quiz.

Do: Be Honest About Your Marketing Strategy

It won’t always be clear to your audience that after you get their contact information, you’ll be contacting them. It’s a good rule of thumb to let your audience know that you’ll be getting in touch with them soon, so don’t be all hush-hush about your marketing strategy.

Be honest with your audience. Give them a quick heads up about what’s to come, like this:

Creating Shareable Results

Now onto the results! This is the moment your audience has been waiting for. You want to make sure your results are something they’re going to like and share with others, so creating share-worthy results will be your priority.

Here are a couple of pointers that will help you create results worth sharing:

  • Be Honest and Positive: Positive emotions are more likely to promote sharing, so create results that compliment your audience into sharing what they got. At the same time, be honest with your results. Don’t tell your audience that they’re something they aren’t.
  • Use Share-Worthy Images: Just like how we used images for your questions, we’re going to want to make sure we use images for your results. This time around, you want to use some pretty interesting pictures; ones that are worth sharing. This is what’s going to attract attention when people share their results on social media.
  • Create A Call-To-Action: Don’t let your interaction with the audience end at the results. Provide a call-to-action for your audience. It can be something as simple as a link to your website, or maybe even personalized links to product recommendations.

Part II: Distributing Your Quiz

Now it’s time to put your quiz through the ultimate test by promoting it on social media. Your major outlets for social networks would be Facebook and Twitter, but if you wanted to take it a bit further, you can also use paid advertising on Facebook to give your quiz that extra boost.

Share Your Quiz on Facebook and Twitter

When sharing your quiz on Facebook or Twitter, be sure you check off each of these to get the most out of promoting your quiz:

  • Be sure to use an attractive image to represent your quiz.
  • Make sure you have a captivating headline for your quiz.
  • Share both the image and the caption with a shortened link to track results.

Don’t Be Afraid to Use Paid Advertising on Facebook

The process of promoting your quiz through Facebook via paid advertising can be a fairly lengthy operation, so to save you guys some time, we’ve truncated the whole process into a more time-friendly summary.

  • Selecting Your Target Audience: You have your choices of selecting a target audience by location, demographics, behaviors, and connections. You can even break these categories down even further. Let’s take location for example. We can narrow down the location to country, state/province, city, and zip code. Why would we want to do this? Maybe your brand wants to target an audience within its immediate vicinity. We don’t know. It’s up to you how you want to set the parameters for your target audience. So give it a try.
  • Creating A Custom Audience: Creating a custom audience consists of working with a list you’ve uploaded ahead of time. Facebook then generates an audience based on that list of previous customers you’ve already worked with.

Part III: Marketing Automation Follow-Ups

Here’s the fun part: following up on the leads you’ve collected. With the help of marketing automation, this may not take as much effort on your end as you might’ve thought.

We’re going to follow-up on your leads the very moment people opt-in, and in the course of two weeks, we’re going to show you how to nurture these leads until you can finally convert them into paying customers.

Here’s a four-step sequence that your marketing automation email follow-ups should live and die by:

Thank Your Audience for Taking Your Quiz First

Immediately after someone opts-in, send him or her an email that telling them “Thank you for taking our quiz!” This will remind your audience that they’ve opted-in, and it’ll also help assert your brand. It’ll give people a head’s up that you’ll be getting in touch with them soon.

Encourage Your Audience to Retake Your Quiz

After a couple of days, we’re going to pick up where your audience left off: their quiz results. Inform your audience about the other results they could have gotten. This may prompt your audience to retake your quiz, and maybe to even share their new results.

This is the perfect transition from your “thank you” email to sending out different content.

Build Trust with Case Studies or Testimonials

After a week, now would be a good time to build trust between you and your leads. Introduce testimonials or customer case studies to familiarize your audience with your brand and what other people think about it. This not only makes your brand look good, but it also lets your audience get more comfortable with who your brand is and what it stands for.

Convert Your Leads into Paying Customers

After two weeks, it’s time to convert those leads. Your audience should be familiar with your brand by now. Use incentives, like a webinar signup or coupons and discounts to encourage your leads to buy into your brand.

The rest is up to you and your expertise in converting leads into customers. These marketing automation follow-ups did most of the work for you, so it’s your turn to close the deal.

Part IV: Examples of Quiz-Use in Every Industry

It’s time to take a quick look at several examples of brands from different industries and how they implemented quizzes in their marketing strategy. Seeing these examples should give you a solid foundation when it comes to considering the use of quizzes in your own marketing strategy.

Retail: Z Gallerie

Z Gallerie is known for its commitment to providing furnishings, art, and accessories to both professional and amateur interior designers alike. They created the quiz “What is your Z Gallerie Style Personality?” to provide a personalized experience for every potential and current customer.


Z Gallerie used a personality quiz as a way of bringing results that offered personalized product recommendations as a part of their marketing strategy. This method brought in a massive amount of leads per day which they followed-up with marketing automation.

It allowed Z Gallerie to continually recommend products tailored specifically to each person based on their individual quiz results. Now that’s online shopping done right.

Software: Cloud Sherpas

Cloud Sherpas specialized in cloud advisory and technology services for the world’s leading brands. (They’ve since been acquired by Accenture.)

Cloud Sherpas used their quiz to gauge each individual’s level of maturity, which helped determine the more qualified leads for their marketing strategy. They also promoted their blog on Facebook with the quiz attached.

cloud sherpa marketing quizzes example

Cloud Sherpas’ quiz brings in 3-4 qualified leads a day. Nothing like quality over quantity, am I right?

Marketing: The Foundation

The Foundation focuses on building businesses with entrepreneurs through the idea of building backward. It’s an incredibly interesting concept, and with it, they created the quiz “Do You Have An Entrepreneurial Mind?” based on an existing eBook they had which covered the basic types of business owners.

The Foundation used a quiz in its marketing strategy by pairing it with a Facebook ad campaign. This combination was able to cut their cost per lead from $6.00 to $3.80, and collected over 16,000 leads and millions in revenue. That’s quite the turnout if you ask us.


Nonprofit: Pin Cancer

Pin Cancer’s call-to-action is the rallying of the US wrestling community to fight against, you guessed it: cancer. Their noble efforts have prompted the aid of their quiz “Which USA World Team Member Are You?” as a means of driving social traffic and raising awareness on cancer.

On a site that normally sees 200 visits per day, Pin Cancer had the best day ever when their quiz went up, driving social traffic up to 6,000 in a single day and bringing in 3,800 new email subscribers. Talk about turning the tables on cancer!


Who knew implementing quizzes into your online marketing strategy could be so effective? We’ve just covered a lot of material, but hopefully, you got a lot out of it.

Just to recap, we went over the entire quiz creation process, so you should be familiar with how to create your own quiz by now. Distributing your quiz will really put it to the test, but as soon as you generate those leads, you know exactly how to nurture them until conversion.

Don’t let quizzes fly under your radar any longer; try using them in your marketing strategy to see just how far your brand can get.

Have you used quizzes in your marketing strategy? What were the results? 

The post How to Use Quizzes in Your Marketing Strategy appeared first on Neil Patel.

Top 20 Insurance Law Podcasts You Must Follow in 2020

Top 20 Insurance Law Podcasts Contents [show] ⋅About this list & ranking Insurance Law Podcasts Best’s Insurance Law Podcast Insurance Covered NAMIC Insurance Uncovered Podcast CII Radio Insurance & Law Today nzinsurancelaw Zalma on Insurance Hinshaw Insurance Law Radio Spot On Insurance The Insurance Lawyer Claims Game Podcast with Vince Perri Gotta Ask Rick About Accidents Michael’s […]

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Top 25 International Law Podcasts You Must Follow in 2020

Top 25 International Law Podcasts Contents [show] ⋅About this list & ranking International Law Podcasts Centre for International Law Podcasts Jus Cogens : The International Law Podcast International Law Behind the Headlines Public International Law Part III Airlangga Talks on International Law Better Place: Talking International Law Global Law and Business Audiovisual Library of International Law LCIL […]

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The Muse (YC W12) Is Hiring a Director of Analytics and BI

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