Published: June 3, 2016
Snapchat is an ever increasingly popular social media tool, which has proven not only to peak the interest of teenagers. The great thing about this platform, which allows for users to send photos and messages that appear for no longer than 10 seconds, is getting a glimpse into someone’s real time, in the moment, day-to-day activities. Content is always fresh, always relevant, and extremely relational. Marketers are finally figuring out ways to tap into this growing network, which boasts more than 100 million daily active users.
We recently challenged one of our clients to consider using Snapchat’s custom geofilters at a local event. Snapchat geofilters offer an excellent opportunity to reach a highly targeted audience in a specific location and leverage crowdsourcing to spread brand messaging and foster high engagement. Because the use of Snapchat geofilters for business is in its infancy, our client had a unique opportunity to increase brand awareness while remaining a thought leader.
How it Works
[quote align=”left”]Snapchat geofilters are a great way to have another touchpoint with potential customers, in an innovative and engaging way.[/quote]
Snapchat allows you to submit a custom design to deploy in a targeted area of your choosing. By outlining coordinates on a map, a geofence is drawn where the filter is available for use by a ‘Snapchatter’ at the specified time.
In this particular occasion, the Snapchat geofilters proved a success with roughly 900 uses and a reach of almost 50,000 people over a 3-day period at a relatively low investment. If you’re considering giving this tactic a shot, here are some key considerations.
- Think about context. What is your audience doing at the event? Someone is likely more apt to use a filter if they are sitting and waiting for an event to begin rather than when they’re actively engaging with on-site entertainment.
- Consider location. Make sure to understand how far outside the perimeter of the event attendees may find themselves, or where they might consider themselves “at the event,” – even though they aren’t technically within the event’s clear bounds.