Snapchat is no longer just an app for teens and tweens to send “disappearing” pictures to their friends. With over 100 million daily users and nearly 400 million snaps sent per day, Snapchat is becoming a fundamental base for marketing around the world.
Unlike Facebook or Instagram, Snapchat is a platform, like Twitter, where posting numerous pictures per day is acceptable, and people expect it. Snapchat is becoming the #1 way to keep up on what is going on with your friends, around your community, with celebrities big or small, and now your favorite brands.
More and more companies are using Snapchat, especially as Snapchat evolves their platform to allow brands to tap into their enormous, highly engaged audience (and make a lot of $ doing it). Brands are using Snapchat to get out important information—posting live from events, promoting sales, or even having release parties.
But don’t people have to be your friends to see your snaps? Yes, but Snapchat is constantly evolving to create new ways for users and brands to reach a following audience outside of your friend list.
One example of that—geofilters. Geofilters are fun photo overlays available to users within a designated location. Users love geofilters as a way to add flair to their photos. There are now two kinds of Snapchat geofilters: community and on-demand.
Community filters are free and can be created for location, such as a town or small city, for users to spread love for their hometown or showcase their travel destinations. Community filters cannot be branded in any way; they can only represent a general area.
On-demand filters, which have a cost associated, are custom-branded geofilters created for an event or branded location. Depending on the size of your outlined location and the duration you set your geofilter to run, prices can range anywhere from five dollars to thousands of dollars. On-demand branded filters can be used by any Snapchat user within the set location.
But of course, with all good marketing platforms there are limits. Custom filters are not guaranteed to be approved. Snapchat can disapprove a filter for a number of reasons—anything from the number of active filters for a given location (they limit to 7) to the design itself.
On-demand filters allow brands to create awareness in a fun and engaging way Users in the designated location will discover your brand by swiping through available geofilters and then, as they share their snaps, extend the reach of that brand awareness to their friends.
Though it may seem farfetched, Snapchat is becoming one of the highest-used marketing platforms. From major events to local coffee shops, brands and marketers are starting to see the value of reaching a rapidly growing and highly engaged audience on Snapchat. Would you use Snapchat to promote your brand? Let us know what you think about this addition in the ever-changing world of social media!
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