Snapchat, the number one free app in the iTunes app store, is reinventing the world of GPS location and social media advertising with its usage of geofilters. Snapchat technology allows its users to share where they are sending both their photo and video “snaps” from by using filter overlays. These geofilters can be specific to districts (such as towns or cities) special locations (such as a business), and are now available for specific events taking place. Smartphone location signals pick up where the user is at any given time, and the geofilter for that location will appear as a choice for a filter. New Jersey digital advertising agency Digital Insider is happy to take you through the basics of Snapchat’s geofilters, and how they can work wonders for your social media advertising campaign.
Not only does this Snapchat feature make it easier for people to connect with their friends and family, it’s also fun and entertaining. All geofilters come with professional graphics or interactive special effects, and have become wildly popular. You can either choose to use one of Snapchat’s templates, or create one for your business! By having a geofilter to announce an event or special for your business, you not only give your customers a chance to advertise for you through their personal social media, but you give prospective clients in the area you target a chance to find out about it whenever they log-in to their Snapchat account.
In June 2015, Snapchat effectively opened their doors to the public by allowing outside parties to use Snapchat as a means of social media advertising. This means that you no longer have to have a Snapchat account to access their advertising and marketing features. The effect of this change when it comes to both social media and digital marketing are huge. Businesses and groups now have multiple options when it comes to advertising with Snapchat. The most popular is having your business or group placed on Snapchat’s Discover page (which is where businesses can create a series of “snaps” regarding news events, locations, and trending topics) through an article. When any Snapchat user goes through the article within the Discover page, a pop-up of the display advertisement will appear, in affect creating a digital counterpart to traditional advertising’s commercial break.
Another way a business can use Snapchat is to by creating a geofilter specific to their business. These filters can either appear on a device that is physically around the location of the specific company/event or it the filter can be sent out to all devices for a temporary period of time. The ads come in all shapes and sizes to fit your goal, but as perfectly said on Snapchat’s ad page, “the same team that designs our consumer products creates our advertising products, delivering incredible results for advertisers.”
Here at digital ad agency Digital Insider, we love all the opportunity opening up Snapchat to non-users brings to the table. However, we would argue that if you’re trying to put together a social media campaign to reach out to a younger demographic, having a Snapchat account for your business as well as taking advantage of the advertising possibilities mentioned above would only add to your reach and engagement through the app.