Each social media platform has its niche. Instagram is known for stunning photography. Twitter is a source for breaking news. And Snapchat has one thing no other platform (currently) has: Geofilters. Not to be confused with a Snapchat lens (the augmented reality experience typically used in selfie mode), a Snapchat Geofilter is added after you take a photo or video and is available based on your location. Most cities and attractions have at least one, which usually looks like a frame, border, or animation. Snapchat advertising and event filters are becoming increasingly popular, from concerts to weddings to conventions.
Geofilters have both emotional and practical purposes. As an event attendee you feel like an insider — only those physically there have access. Plus, it can give your friends and other Snapchatters a case of FOMO (fear of missing out), which can create additional interest in the event. Geofilters are also an easy way to show what you’re doing without having to type or write it out in your snap. Space is limited, and this makes it quick and simple to add context to a snap.
For B2B brands, a custom Snapchat On-Demand Geofilter may be one social media marketing tactic to deploy at an event (ex., trade show, media event, community event, etc.) to help attendees engage with your brand. Here are some things to consider:
How old is your audience?
In the first quarter of 2018, Snapchat saw the number of daily active users increase to 191 million. According to the Pew Research Center, 78 percent of 18-24 year olds in the U.S. use the platform — compared to 54 percent of 25-29 year olds. If your event attendees or trade show booth visitors skew younger, a Geofilter may be a good fit.
Who will see the Geofilter?
Snapchat continues to evolve its capabilities and how users connect to each other. A Snapchat user can share their snap with your On-Demand Geofilter to a single friend, several friends at a time, their entire friends list, or with Snapchat’s public story. Consider if your audience is likely to have friends on Snapchat who are also interested in your brand and who will be valuable to see your branding. Users can choose to add their story to Snapchat’s story, which then makes those snaps searchable by other users. This is similar to how Twitter and Instagram users find conversations by searching event-specific hashtags. You may consider a Snapchat event filter if your attendees are likely to make their snap public, as well as if users will be searching for your event within the platform.
Snapchat provides several metrics, including how many times the On-Demand Geofilter was shown to people browsing through Geofilters, how many times it was shared on a photo or video, and how many times it was viewed resulting from those shares.
How big is your event?
If the event is too big, there is the potential to have your Geofilter lost among the crowd. For example, a brand exhibiting at The Rental Show may be competing with Geofilters for the city of New Orleans, or the convention center, and from show organizers and other exhibitors. If there is too much competition, Snapchat will limit the number of On-Demand Geofilters available. Submitting a Geofilter well in advance will make sure yours makes the cut.
Additionally, the cost of an On-Demand Geofilter is determined by the square footage of the geofence and duration of the Geofilter. The geofence is required to be at least 20,000 square feet and can’t exceed 50 million square feet. Based on your budget, you may decide to only include part of the event location in your geofence.
What are your marketing objectives?
It can be easy to be swept up in the excitement of using a new social media marketing tactic, but it’s important to keep your eye on the prize. Ultimately, a Snapchat On-Demand Geofilter needs to help you reach your objectives. Snapchat is a good platform for top of the funnel efforts such as brand or product awareness, affinity, and loyalty. If you’re looking to drive leads for your B2B brand, there are other tactics and platforms that will yield better results. If a Geofilter (or any marketing tactic, for that matter) doesn’t work toward your objectives, it will be hard to call it a success.
Want to dive deeper into Snapchat advertising for your brand? Talk to your account team member, or send us a note!