Museums have evaluated the effectiveness of Instagram augmented reality (AR) filters for marketing with numeric metrics such as impressions, shares and opens through Meta’s performance metrics on SparkAR. However, this does not provide information on user satisfaction with the filter and if their experience meets the marketing objective set by the museum. The experience with the arts usually provides an intangible benefit that cannot be quantified with numbers. Hence, there is a need for a deeper understanding of users’ experiences to ensure a proper evaluation process of a filter’s effectiveness.

Interviews with marketing agencies and creative technologists who worked with the arts and cultural industries were conducted to explore the qualitative or quantitative methods of success measurements. The data collected through these interviews will help identify the qualitative dimensions that could be used in museums to measure effectiveness. A new framework will be designed and tested by measuring the effectiveness of an Instagram AR filter by the National Heritage Board (NHB). The findings will be shared with NHB to determine the viability of the framework for museums and will be further refined to ensure the implementation of this framework is feasible.