Snapchat Geo-filters: Are They Right For Your Business

27 October 2016

Snapchat is everywhere. There’s no escaping it. Unless you’re of the small class of people that subscribe to the notion that technology has only ruined us and you’re destined for a life living off the grid. In which case, you should skip this blog and head straight to the woods to live your dreams.

 

If, however, you get Snapchat, you run a business, see the effects its having on people and not just young whippersnappers these days, then you are in the right place. Because if there is one thing we do great, it’s social. And Kanye West impersonations.

 

The mobile photo/video-messaging app that allows users to create and send time sensitive content is the digital narrative that’s changed the landscape of messaging for good. And with addictive filters, fun features, and short-lived photo and video moments that have proven to be a successful formula in attracting the Millennial and tech-friendly crowd alike, it’s a tour de force that isn’t going anywhere anytime soon. So if you’ve been thinking of incorporating it into your social platforms, you’re tapping into a popular vein.

 

As of 2016, over 10 billion video clips have been shared by over 100 million users every day. The social platform has carved a new niche in the digital world through its ability to transform how users share their personal experiences.

 

One feature in particular, the Geo-filter, consists of artist-created graphics that showcase the location users are snapping from. These can also be user-generated; all you need to do is create a graphic that fits into Snapchat’s template criteria in order to have a unique filter to commemorate special events or places.

 

With the huge popularity of Snapchat, brands have clamoured to jump aboard the really cool bandwagon that occasionally releases lenses that allow you to vomit rainbows (in charming, fun ways of course) and utilize the social platform to promote their own services. They can be an affordable way to boost your company’s current marketing strategy. Below is a breakdown of all the ways geo-filters can be incorporated into marketing your brand.

 

IMPORTANT NEWS

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Snapchat’s unique platform is incredible for broadcasting important announcements, such as a company rebrand, product launch, or upcoming event. Using a custom geofilter to amplify your brand’s news is a fun way to engage with your audience, and maybe even generate new followers. Create a personalized Geo-filter that suits your occasion, which also introduces a branded marketing element into your overall promotional campaign. Partnering your geofilter with influencers can also make your announcement that much more memorable and credible.

 

SPECIAL EVENTS

NEW YORK, NY - APRIL 27: View of Snapchat filter detail at Glamour and L'Oreal Paris Celebrate 2016 College Women Of The Year at NoMad Hotel Rooftop on April 27, 2016 in New York City. (Photo by Nicholas Hunt/Getty Images for Glamour)

Geo-filters are also an innovative idea for businesses who host special events, such as charity functions, fundraisers, fun runs, networking, and cocktail events. The addition of your custom Geofilter makes for an interactive experience for your guests, and as they share their Snaps and update their story, they’re actively increasing the exposure of your brand’s event. The beauty of using a Geofilter at an event is that it’s also live, in real time. This instant coverage can be good PR for your business.

 

COMPANY CULTURE

 

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Just like Facebook and Instagram, Snapchat is an excellent platform to share your company culture with the public, with the sizeable difference of filters that let your inner weirdo shine. Snap stories provide a behind-the-scenes glance into the day-to-day, humanizing your brand, and letting your followers get some insight into who you are, what you’re like as a company, and justifies their reasoning for following you in the first place; the more genuine and relatable. Introducing a Geo-filter further solidifies your business’ branding; aside from great reach and exposure, strong snap stories along with a Geo-filter will help create a more lasting impression in your audience’s mind.

 

INCREASED EXPOSURE

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Geo-filters are able to reach a certain radius by specifying the ‘geo-fence’, the area that your filter will be active in. With the ability to cover locations from 20,000 sq. ft. up to 5,000,000 sq. ft. (i.e. from approximately one city block to several blocks), the filters are also able to last from anywhere between one hour and one month. That’s huge! This range in exposure means that businesses can broadcast their unique, branded Geo-filter to other surrounding businesses in the same neighbourhood. The geo-fence and time period can also be personalized to suit your own budget. Technology!

 

Beyond its interactive visual element, Snapchat offers a plethora of ways to reach your audience, and can be utilized as a powerful marketing tool to emphasize your brand and increase your digital presence.

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