Snapchat is a growing goliath when it comes to social media and messaging on mobile phones. Since launching in 2011, it has really resonated with a younger demographic and is said to have more users (estimated 150 million) than active monthly users on Twitter. Even since it launched, brands have been looking for ways to capitalize on the platform.
Geofilters are a creative way to customize your ‘Snap’ that you send on Snapchat. You can add an image overlay to the image you’re sending or posting as a story. With location services on, Geofilters are often custom to where you are or set up for particular events. Edmonton has a lot of Geofilters for local attractions or just generic Edmonton ones. zag creative first experimented with Geofilters back in 2015 when we developed and got approved a permanent Geofilter for on104th in downtown Edmonton. To this day, if you’re around our office on 104th street, you can see the filter we made! When we wrote that blog, however, Geofilters weren’t available to businesses.
Well now, over a year later, Snapchat has made it even easier for people and small businesses to pay for a custom Geofilter for their brand or event with On-Demand filters. Me, being the social media person I am, needed to give these a whirl as we begin to find strategic places to recommend these to our clients. My friends and I were throwing our second annual “Beer’lympics” and wanted to create a filter for the event, and so below is a glimpse at the process!
Design the Geofilter: A filter should be simple yet memorable in a way that will help it become associated with your event or brand. Because my event had to deal with alcohol, Snapchat rejected my first two filter attempts citing that it encouraged excessive drinking, but approved my third, pictured below. Snapchat’s turnaround time for approval was really fast (under a day) both times. Uploading the filter and positioning it in size and where you want it on the screen was really easy too! When designing, make sure to consider how it will overlay on both dark and light pictures (this was a mistake I made). Other guidelines and tips can be found here, but a major consideration is contact information like URLs, hashtags, and social media handles are not allowed.
Map and time the Geofilter: Once it’s uploaded and positioned, pick exactly when and where you want your filter to run. For the area, you can draw an exact fence over the area you want your filter to show up at. I drew mine over my yard and didn’t have any problems with it showing up where it should. Below is an example of the interface with a fence over our office.
Buy the Geofilter: Pricing for a Geofilter is a product mainly of the size of the area requested and duration that the filter will run. For mine, I had it run for 26 hours over an area of 120,702 square feet and the total cost was $52.30 USD.
Enjoy the Geofilter and check some analytics: Having a Geofilter at a party is a great little perk that people can get excited about. Just imagine the potential for a brand, to get that kind of natural exposure when people send pictures with your filter overlaid or post it on their story. Snapchat provides some basic (but exciting) analytics after your event on how your Geofilter was used. During the 26 hours it was live, it was used 90 times and seen 4,161 times (accounting for the number of times that people received a Snap with the Geofilter or saw it in a Snapchat Story)!!
And there you have it! After trying out this process for myself, I’m convinced of the potential for companies to use this as a tool for event engagement and brand awareness around initiatives they’re running. It’s a great way to get the word out about an event in an organic way and reach people through something that’s engaging and personal. We’re really excited to provide recommendations and facilitate the implementation of these filters with our clients and see how this growing social media platform can provide awesome value for consumers!