If you don’t know what Snapchat or a “filter” is in the first place, then you need to go take a look at this article.
But basically, the Snapchat app is a video messaging application that allows you to take pictures with your smartphone, and then share them with other people. You can also include text in your snaps, and there is an instant messaging feature as well.
Snapchat filters are graphics that are overlaid on top of your pictures after you take them. These can range from being geographically or holiday specific, to more random and playful images like dog ears.
Now that we’ve got that out of the way, and for those of you who haven’t been living under a rock for the last two years, let’s move on.
What Are Snapchat On-Demand Geofilters?
Snapchat’s On-Demand Geofilters are a new service that Snapchat offers that allows users to pay a fee starting around $5 for a basic filter in a small area and increases based on length that you want the filter to run and the desired area. You are able to create your own PNG graphic and set it up as a filter through the app. After you’ve created and uploaded the image, you can choose a physical geographic location that it will be able to be accessed within, as well as a specified length of time that you want it to be ran.
How To Create An On-Demand Geofilter
For a full rundown on how to create a the new filters, take a look at what Snapchat support has to say about it. But here are the basics of how to make a Snapchat On-Demand Geofilter:
- Open up your favorite photo editing software. I personally use Adobe Photoshop.
- Create a new image that is exactly 1080 pixels wide and 1920 pixels tall. Make the image format a PNG as Snapchat requires the background to be transparent.
- Design your new filter however you’d like. Leave about 75% of the image visible though and pick one specific area to focus the design in. This is so that the user’s original picture can still be fairly visible.
- Save the image with a memorable and relevant name. Be sure to keep the file size small. Under 300 kb is what Snapchat suggests.
- Upload your image using their geofilter tool. Choose a date range and time frame that you want the filter to run.
- Draw a geofence (the full area that you want the filters to be seen in) for your filter. This can be any shape you want and cover from 20,000 to 5 million square feet.
- Pay, and submit. You’ll receive an email in the next business day letting you know if your filter was accepted or denied. If it doesn’t get accepted they do a pretty good job of letting you know why so you can try again.
An Example Of An Epic Win
If you’re wondering why the average person should care about these new filters, check out this story about a guy who used it to secure an interview at a company he wanted to work for.
Here’s the TLDR.
A young man named Graham Allgood was a collegiate junior and having troubling finding internships.
After many failed application attempts, he decided to he wanted to work for Horizon Media (a pretty freakin huge advertisement agency). So he devised a plan to stand out.
Allgood designed a custom snapchat on-demand geofilter for the company, set the date and time during a time frame that the company employees were known to take company selfies for the day, in a targeted area over their office, and tweeted out the message and picture of what he had made.
It was a huge success. One that didn’t necessarily lead to him getting the job due to all of the internship positions being filled, but it certainly made him stand out, and got him that all too elusive foot in the door.
This is just one example of how the filters can be used. But for everyone else, you could also:
- Make one for a friend’s birthday party or wedding
- Use it to make an important announcement like the birth of a child, or a move to a new state
- Take already memorable moments like vacations to the next level with a personal filter to make it even more special
- Market your business or company
Which brings up another important point to touch on…
Snapchat For Business Purposes
As time goes by, most people are exposed to more and more media. That also means that they are targeted more carefully by brands and marketers.
But if there’s one thing that we can all agree that we hate, it’s a disruptive advertisement or commercial. They typically take away from the user’s current experience, rather than enhance it.
Snapchat On-Demand filters are absolutely going to disrupt that dynamic.
Think about it. Everyone loves to use filters. They are fun, interesting, and make the overall user experience of the app much better.
As long as companies make quality and engaging filters that continue to provide value to users, they can include their branding as part of the experience with very little push back. Prospective customers might actually start to reach out for more.
Engaging Your Audience Better
Now that the next generation of consumers is coming of age, there are going to be some changes in the types of marketing channels that are going to have to be utilized in order to get their attention.
One trend that is quickly on the rise is the use of visual and more instant mediums being used to communicate. Smartphones, instant messaging, emojis, and apps like Snapchat, Instagram, and even Tinder have developed a culture of quick satisfaction.
That’s where Snapchat On-Demand comes in.
Marketers can use it to communicate in real time, in a visually pleasing way, to their prospective customers, right where those potential customers are.
Market To Your Customers Where They Hangout
As previously explained, one of Snapchat On-Demand’s features is that you are able to select a specific geographic region, and time to show each filter that you upload.
What does that mean you might ask?
These filters aren’t like a billboard, which is throwing a random message up in a busy area and hope that some people might notice it. You can tailor them to any number of specific events, occasions, or public celebrations. Then, when that event is over, you don’t have to waste any extra time or money that isn’t needed.
All you have to do is end the campaign. Then add the fact that Snapchat users are already in love with filters as it is, and you’ve got your basic supply and (on)demand. It’s that simple.
Snapchat also offers analytics and feedback about each campaign, so you can test your efforts, measure the results, and continue to improve your marketing strategy.