Snapchat isn’t dead: on-demand geofilters

Isabelle Bamberg, Junior Designer

Wednesday, 23rd August

Before, Snapchat filters were only available for advertising public places such as Thorpe Park, Alton Towers or even Disneyland. 

Starting on the 28th June this year, Snap (formerly Snapchat) has made it easier for users and businesses to design their own filters in their desired location and duration of time, giving businesses, such as Catering, Events and Leisure in particular, access to a tremendous increase of brand-name recognition.

So firstly, what are Geofilters?

For as little as £5, Snapchat has given access to commercially-led users to create their own custom stamp, known as a “Geofilter”, that enables them to advertise an event, place, business,etc in any location for as long as you want.

A filter’s area of location can cover between 20,000 square feet, stretching up to 5,000,000 square feet, so there’s plenty of space for potential customers to pick up your filter.

How do I make one?

To access making one, you need to have a Snapchat account. To start creating your own filter,you can either visit the Snapchat website and they will guide you through a step-by-stepprocess, or if you have the app, you can start creating one by going to your user settings and searching for “On-Demand Geofilters”. Then the canvas is yours to start designing your filter.

When making your own filter, Snapchat allows you to upload your own or gives you one of their templates to get you started in designing your filter.

Next, you can choose a time and set a Geofence (the area you would like your filter to cover).Once you’ve done that, just submit your filter and have it reviewed (this is normally within 1business day).

And voila! You have your own Geofilter!

Who uses Snapchat?

You’re probably wondering: What kind of audience and age group am I attracting to my businessif I have one of these filters? 

Well I can tell you now that Snapchat’s UK audience is at 7.1 million monthly users which, by the way, isn’t even half of the U.S’s 15 million monthly users and this is only from last year! 

The majority of Snapchat’s core user base last year in the UK consists of women – 55% of users aged 18+ were female. I can also tell you that over half of UK’s Snapchat users are under the age of 35 years old and that 71% are under the age of 45, according to Verto Analytics Data. 

Demographics of UK Snapchat Users by Age and Gender

What’s in it for your business?

In case you haven’t already put the pieces together from above, our view is having your own long-term On-Demand Geofilter for certain businesses including Catering, is a great strategy for increasing brand-recognition. 

Consider this, one Snapchat user in your place of business (Restaurant, Event, or even a Petrol-station) sends a snap with your Geofilter to a friend or, better, they add the snap to their Snapchat Story where their entire Snapchat contacts list can view it!

In seconds, your business becomes known to all those users. Promoting some key messages orcompelling benefits, is then a highly visual and relevant channel to motivate a new audience into customers.

Want to know the pricing?

The pricing of an On-Demand Geofilter obviously depends on where your desired area for your filter is, the size of the area you want to cover and the duration of how long you want it tolast. The price of your Geofilter will appear as you create it and prices start at £5.

What businesses are already doing it?

Food restaurants, stores and cafes like McDonald’s, Costa, Caffe Nero, Waitrose and more all have their own branded Snapchat Geofilters, allowing their customers to add the overlays to their images.

McDonald’s were the first to create their own Snapchat branded filter. Snapchat users at aMcDonald’s restaurant anywhere in the US or UK can now add the filter to their posts andsend it to their friends on Snapchat. 

The move was initially used to attract a younger target audience, as the majority of Snapchatusers are under the age of 35, it demonstrated to be a great strategy to attract younger customers.

Now it’s your turn!

McDonald’s is just one of the many that are using Snapchat Geofilters to attract more customers to their place of business. 

If you’re still reading, then you will agree that if you own business that is in the food industry, having your own Snapchat branded Geofilter would be hugely beneficial for igniting an increase in brand-name recognition that your business needs.

That’s it!

Tell us your own experiences with Snapchat Geofilters.

If you have any more information or benefits about Geofilters you think people would like to know, leave us your commments below or get in touch with us for more information.

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