Note: This article was updated on July 4th, 2020 to reflect more up-to-date information.
There’s no doubt that the social media channel Snapchat has been dominating the digital world and has grown to the point where brands haven’t been able to ignore it. According to Search Engine Watch, 60 percent of people between the ages of 13-34 use Snapchat. That adds up to about 100 million daily active users.
Just to put that in perspective, that’s about a third of the entire United States population. Take a moment to swallow that number. Now, envision how valuable this social network can be for your businesses, especially if you are looking to target the powerful Millennial and Gen Z demographics.
Brands have not been able to ignore the power of Snapchat, especially after the masses have flocked to the live story and video platform daily. If brands have been unable to successfully gain organic traction on Snapchat, there are many great advertising options that have a local appeal.
According to CNN Money, Snapchat first introduced advertisements in 2014. One of the ways businesses (both large and small) have the opportunity to advertise is through unique, on-demand geofilters on Snapchat.
What is a GeoFilter?
If you have used Snapchat before, you might have used the popular face filters and geofilters, which are tailored graphics based on your location. The first thing to note is in order to view these; you must have your location services on for the Snapchat app.
According to Snapchat, geofilters are a fun, easy way to share where you are, or what you are up to, by adding a fun overlay to your Snap. If you have location services and Filters enabled, geofilters are able to appear at thousands of places around the world. After you take a Snap, swipe to see what’s around you!
When you have this setting turned on, you can scroll through different graphics to overlay your picture based on your location. Many of these filters cover a specific area for professional sports events, cities and other promotions.
There are two types of geofilters that you can create — branded or unbranded. Having a mix of both or multiple for users to choose from is ideal.
How Brands and Small Businesses Can Take Advantage of Geofilters
For a small business, Snapchat geofilters can be very useful for branding locally and building your presence on social media.
Recently, our agency implemented Snapchat filters for two apartment communities.
Our goal was to accomplish the following for the client:
- Show off the resort style pools during the summertime
- Connect with the residents via social. Since they have a lot of Millennials living in their communities, Snapchat was an ideal platform for residents to connect with their brand
- Gain more awareness for each community among friends of the residents
- Obtain user-generated content via Snapchat
- Provide leasing managers with a new talking point for current and prospective residents, making them aware of Snapchat, which not many other communities have implemented
How did I go about creating a Snapchat Filter?
1.) First and foremost, you need a Snapchat account, after this has been completed, you will want to go to accounts.snapchat.com and sign in
2.) Second, I had to create the Snapchat filter on Photoshop. If you don’t have a design skillset, contact our agency’s graphic design team and we can get this completed for you within 2 hours!
Quick Tip: If you create a Snapchat filter, the .png file must be 1080 x 1920 pixels and have a transparent background.
Designing a Snapchat geofilter may seem difficult if you overthink it, but take in consideration that the geofilter isn’t necessarily the focus of the picture. The design is meant to be an accent to the photo rather than stealing the focus from the actual photo.
3.) When you submit a geofilter for a local business, you must set the dimensions of the area through geofencing and the duration that the geofilter will be available. Ultimately, this will determine the price of the geofilter.
Quick Tip: The minimum size dimensions for a branded Snapchat filter is 20,000 square feet.
4.) Make sure to name your campaign, set a budget and create a start and end date.
5.) After submission, make sure to check back in your Snapchat account to make sure you received approval and you’re all set!
After your Snapchat geofilter has been approved, make sure you promote your geofilter to your customers through word-of-mouth and use the filter for other social media posts! Having users submit photos with the geofilter for some sort of contest or campaign is a great way to gain creative, user-generated content for future advertising efforts or social media.
If you’re not on Snapchat now and your business is eager to connect with a younger demographic with a lot of buying power, I highly recommend giving Snapchat a shot. Snapchat offers so many unique capabilities that have captivated users and made the platform a powerful marketing tool. The creativity behind these capabilities isn’t slowing down, either, as the platform seems to add on new features, effects and filter options with every update. Younger generations are eager to see their favorite brands and technology come together, which is what makes Snapchat a perfect tool to add to your digital marketing strategy.
Don’t forget to sign up today and secure your brand’s username! With the ever-increasing popularity, your brand name could vanish. Plus, who doesn’t love face swapping with random objects?!