Even with the creation of Instagram stories, many businesses still use Snapchat as a way of reaching new clients. Besides stories, another effective way to gain visibility through Snapchat is by using Snapchat geofilters. Never heard of a geofilter before? Read on to find out how they can help your business.
Geofilters are filter overlays that a Snapchat user can scroll through after they have taken a snap. The filters can be full screen augmenting the color scheme of the snap or borders with text and other illustrations. Geofilters are dependent on location, meaning they only become visible to the user when they are in a certain vicinity of the place or business. Many cities, towns, and neighborhoods have geofilters—for instance, when a user is in Pittsburgh they will have access to several Pittsburgh geofilters—but many businesses use them as well. Businesses often make temporary filters to publicize pop-ups or events for a specific amount of time.
If you’re looking to publicize your business or event, geofilters are a great way to go, especially if your clientele are the Snapchat demographic. Snapchat users are generally 18 to 24 years old, with about 60 percent of total users using the app daily. So, chances are if you have a geofilter, particularly a well-designed one, it will get used. And, hopefully, users will send snaps to their friends and post to their stories, further publicizing the filter. Therefore, with the geofilter’s affordability, accessibility, and reach—Snapchat had 187 million daily active users at the end of 2017—it’s definitely worth an investment.
So, you’ve decided that your business needs a geofilter—what next? Fortunately, Snapchat has made the process of creating your own geofilter very user friendly.
There are certain guidelines you need to follow when making a custom geofilter for your business. In summary, you must have all rights to any brands and logos displayed in your design, and the filter must contain your business’s name. The guidelines also have other tips including file size and how much of the screen to cover with your design.
When creating your geofilter, you have two options: to upload a custom filter or to make your filter using Snapchat templates by adding color, text, or bitmojis to premade borders. If you choose to custom make your geofilter, but are not necessarily design savvy, there are several design sites that have templates to work from. Another option, if you’re really looking for a unique design, is to hire a Snapchat filter design agency to create the geofilter for you. Either way, your design should pop in a way that catches a user’s eye and makes them curious about your business.
Once your geofilter is all good to go, you just need to upload it and add the date and location (it’s recommended that you draw your “geofence”—area where the geofilter will be accessible—a little larger than you need it to be). After you pay for and submit your geofilter, there is a review process, which should only take a few days, but it’s always better to submit your filter as early as possible.
It’s time to talk money. How much does a geofilter cost? Snapchat takes into account two factors when calculating the price of your filter: square footage and duration. The minimum area of a geofilter is 20,000 square feet (about the size of a football field), while the maximum is 5,000,000 square feet. And a geofilter can be live for anywhere from 1 hour to 30 days. That said there’s no exact science to knowing how much your geofilter will cost you—generally it’s about 5 dollars per 20,000 square feet, which is not bad depending on the amount of impressions you make! One tip for businesses planning to run their filters for more than a few hours: Consider running your filter just during daylight hours to save money at night, when nobody will likely be using it.
When the day comes for your geofilter to go live, make sure you test it and advertise it on your own account! You can also get analytics on your geofilter that will tell you how many times it was viewed and used by other users. Hopefully, with the right branding and design your filter will be hit!