If you’re brand is looking for a new way to reach consumers, do away with the witty hashtags and create yourself On-Demand Snapchat’s Geofilters. Introduced in February 2016, On-Demand Geofilters will help businesses and brands promote themselves and their activities through one of the top social media platforms with more than 100 million daily users. On-Demand Geofilters behave much in the same way as Community Geofilters: you take a picture or record a video and can then overlay a geofilter design. The main difference between Community Geofilters and On-Demand Geofilters is that anyone can create an On-Demand Geofilter. Whether you’re celebrating the opening of a new location, running a special event or looking for a unique way to grab consumer attention, you can now create a custom geofilter to complement your activities, similar to hashtags.
There are two key differences between hashtags and custom Snapchat’s Geofilters:
1. The reach of your audience isn’t dependent on the business’s account following on social media.
2. Snapchat users enjoy sharing your geofilters no matter the branding!
Snapchatters can then share their snaps featuring your custom geofilter to non-consumers by directly snapping to anyone on their friend list or posting to their story. Snapchat users are not only sharing their experience through photos or videos, but they are sharing your geofilter which gives insight on where the user is and what they are doing – viewers will be in for a serious case of FOMO!
Submission for Snapchat’s Geofilters
On-Demand Geofilters are easy to submit, and roughly take 24-48 hours to be approved by Snapchat. Rejection of a geofilter design can happen for a number of reasons: a wrong file type, a design that covers too much of the screen, or the design just isn’t up to par. It’s important to make sure you review the guidelines before submitting. If you’re submitting one for the first time, be sure to submit it 3-4 days in advance to ensure you have time to make the necessary changes if it is rejected.
Cost of Snapchat’s Geofilters
The custom geofilters are insanely affordable for any business, no matter the size. It’s estimated that Snapchat charges about $5 per 20,000 square feet. The cost is determined by two factors:
• The Geofence you create, which is the map of where you want your filter to appear. The Geofence must be between 20 thousand and 5 million square feet.
• Times and dates you want it to be available. The availability can vary between an hour up to 30 days.
Measurements of Snapchat’s Geofilters
To determine how well your geofilter performed, once it has expired, you can visit Snapchat for some basic reporting on the Uses and Views. Uses show you how many people used your filter and Views is how many times people saw it. This data can sometimes take a day or two to appear. To view your metrics, head to over to Snapchat, login, hover over your username in the top right-hand corner of the screen and select ‘My Orders.’
Not only are On-Demand Geofilters easy to create and fairly cost-effective (for now, anyway), they’re also incredibly engaging for consumers and highly shareable.