It has been about three months since Snapchat began offering customized, on-demand Geofilters to everyone, but the buzz about this important release has been relatively quiet. Except for industry insiders and marketers, few realized just how significantly the app has expanded recently — despite the fact that over 100 million people use Snapchat every day.
Just like other social media giants before them, Snapchat’s move was an ingenious one from a social and business perspective. Creating a custom Geofilter is really easy to do, even without a marketing or graphic design background. (They even offer complimentary, pre-made filter templates to get you started.) It is also free when one is submitting one for non-commercial purposes and has become a hit at birthday parties and weddings. By giving people more freedom to express their individuality and share it with their (online) network, Snapchat is further cementing their own loyal group of users who consider the app amongst the likes of Facebook, Twitter and Instagram.
Business owners can also easily take advantage of this trend (and because of its under-the-radar-status, they’d be wise to jump on it sooner rather than later). Aside from a few basic submission guidelines, commercialized Snapchat Geofilters offer companies the chance to get creative, showcase their logo and put a whole new importance to social media impressions — campaign metrics included. (On the right is an example my Marketing Assistant Krista designed for a client recently.) Industry insider Gary Vaynerchuk explained it best on his blog saying:
“This is a sneaky arbitrage that a lot of people are underestimating the impact of. The value of your branding impression compared to impressions on any other platform is insanely high. Why? Because not only are you putting your brand in a place they can see it, but they really saw it. Filters catch you off guard—they catch your attention and show up directly in your account. Plus, you’re bringing value to the viewer: they have the ability to interact with it in a contextually relevant and fun way. This is big, especially with Snapchat taking off like it has been.”