In case you haven’t noticed, SnapChat is the latest social media darling. It seems like no one under 40 can get enough of taking quick videos and photos, decorating them and then sharing them on this burn-after-reading platform. It’s popularity indicates that it has become a central part of many people’s lives, which means brands have to find a way to make themselves part of it.
While branded channels and served ads can be pricey, SnapChat’s On-Demand Geofilters are an affordable options for companies looking to test the waters. On-Demand Geofilters allow brands to target SnapChat users at a certain place and time, and give them the option to have a branded filter show up over their photos and videos. Setting them up is relatively simple and the price tag is very reasonable given the high volume of users in metro areas.
Here are our top tips to help you get the most out of your On-Demand SnapChat Geofilter:
Think of your filter as an accessory to your target audience’s pictures and videos. Make it something they would want to use; It shouldn’t upstage them, but they want it to be cool or beautiful enough to include it on their pictures. Don’t take up too much of the frame, and don’t try to fit in too much visual information.
The point of using the filter is to either build awareness of your brand or leverage brand loyalty- so it should reflect your brand! Always include your logo and keep it visually consistent with your brand. Schools do a great job at executing on this because they know their students are using the filters to show school spirit, so they prominently feature the school logo, mascot and colors.
If your target audience is under 40, they’re probably using SnapChat, but there are other targeting considerations to make. When you set up your filter, you’ll need to choose how long it will be available for and what area it’s available in. If you’re using a filter to increase engagement at an event, you should keep your filter active for the entire event, and building a 30-60 minute buffer before and after to make sure you capture any pre-gaming or after-party moments. But, if you’re looking to promote an upcoming event, you will want to select a few times in the days before your event in addition to the event itself. You will also have to set your location where the filter is available- which is why it’s called a Geofilter. Depending on how far of an audience you want to reach, you can select an area from 20,000 to 5,000,000 square feet. If you’re a local business or pop up shop, you’ll want to be sure your block and 2-3 blocks around you are included in your filter in contrast to promoting an event where you’ll want your filter to be more limited in area, so it feels more exclusive to those attending. Launching a new restaurant and want everyone within 10 miles to know? Set up your filter with a special offer that says “screenshot for a free app!” and set to be good all weekend in your area.
SnapChat’s appeal has a lot to do with humor- taking goofy pics and video you don’t want on the internet forever, living on to embarrass you at your next job interview. So, embrace the fun side of your brand- let people pose with your mascot, include cute iconography or cartoons of your staff or products. If you’re a cause-based organization and joking isn’t part of your brand- don’t force it. Make your filter visually striking to raise awareness for your cause or include an uplifting message. This is a great opportunity to flex your creative muscles.
Once your filter is up and running, SnapChat will show you how many views and uses it’s generated, and what the timing and location of these metrics are. From that, you can learn when your audience uses the application the most, and from where. So you can then adjust the time and location of your filter or plan your next filter accordingly.
With these tips in mind, you’re ready to launch a SnapChat On-Demand Geofilter of your own to help market your brand. Still have questions? Gives us a call or shoot us an email, we’re always happy to give a free consultation on how you can use social media’s newest tools to drive results.
