Many business owners might think that Snapchat is an app for young people that has little value as a marketing tool. However, brands can successfully leverage this image-sharing software to their benefit. Snapchat’s custom geofilters are an innovative and effective way to promote a business within a targeted area.
What Is a Geofilter?
A geofilter is a graphic overlay for a photo (similar to a frame) that is only available to users in a specific location. The geofilters are available for certain blocks of time, so their use can be targeted for special occasions, large events, sales or other high-traffic periods. The company is entirely responsible for the design of these filters, so there are plenty of opportunities for fun and innovative branding. With a little advance planning, the possibilities are endless.
What Are the Benefits of Buying Geofilters?
Geofilters have a two-fold marketing benefit. First, it creates a more interactive environment for customers who are present while the filter is available. If users are going to be using Snapchat at a party, they’ll feel even more involved if there is a custom filter available just for attendees. And even though Snaps disappear after a certain amount of time, they can be downloaded, creating a permanent memory involving that brand.
The second benefit of Snapchat’s geofilters is, of course, that they can be shared. Even if just a few party attendees send out a Snap with the filter, the potential audience is huge. As of this writing, Snapchat has 166 million active daily users, and 3 billion Snaps are sent every day. One user might reach hundreds of followers who might not have come across more traditional advertising methods. With about 45 percent of the Snapchat users falling between the ages of 18-24, according to a study from ComScore, successfully capturing that market makes a brand seem more youthful. However, that same study found that another 30 percent of Snapchat users are over the age of 35, so successful branding on Snapchat reaches a wide market.
Businesses who want to capitalize on the Snapchat geofilter trend may want to consider hiring a digital marketing agency like BCI Media Services to build a dynamic social media marketing strategy. Check out some of our other ideas for growing your business on social media.