If you haven’t heard, Snapchat recently came out with a new feature for On-Demand Geofilters. This feature allows users to create a Snapchat filter for a specific event or occurrence – giving brands the perfect opportunity to get in front of younger audiences.
Snapchat’s largest audience is users ages 18-24, followed by users ages 25-34. The app has over 100 million active users a day, and more than 60 percent of smartphone users ages 13-34 are on Snapchat – making it a fun and different way to reach a variety of audiences.
Since the feature is still relatively new, there are a lot of questions about everything from cost to metrics. So, here’s what you need to know before incorporating Snapchat’s On-Demand Geofilters into your next campaign:
Snapchat provides templates you can download to get you started, or you can simply upload a 1080 x 1920 web-optimized .PNG file with a transparent background. From there, you create your “geofence” by selecting a specific location, and then choose the date and time you want the filter to run. Once Snapchat approves the filter, anyone using Snapchat in that area at the selected moment can see or use your filter.
Cheap, as in $5 cheap (budgets everywhere rejoice!). Typically, a sponsorship on Snapchat is a six-figure investment, but now, businesses and individuals can get involved for a fraction of the cost. The total cost of the filter depends on the size of your geofence and how long you want to the filter to run. Pricing starts at $5 per 20,000 square feet, per hour.
Snapchat filters only need one business day for approval, and, in my experience, it has only taken a few hours. So, if you’re reading this post and thinking of that awesome event you have coming up on Saturday that you really wish you made a Snapchat filter for – it’s not too late! Just be sure to follow the submission guidelines.
The downside? The metrics could be better.
While Snapchat is quickly becoming the most popular social media platform for the younger generations, it still has room for improvement as far as metrics go. Once your filter has expired, Snapchat only provides you with the number of “uses” and the number of “views” your filter had.
As more brands continue to take advantage of the filters, it is likely Snapchat will expand its analytics – but until then, this is what we have to work with. Snapchat is already getting thousands of geofilter submissions each week, and 60 percent of submissions are coming from businesses.
Overall, Snapchat’s on-demand geofilters have been an easy and inexpensive way to engage our audiences. Have you used Snapchat filters for a campaign yet? Tell us about your experience in the comments below.