In two posts I’ll be taking a deep-dive into Sponsored On-demand Geofilters as they are without doubt one of the easiest and most accessible Snapchat ad formats to get started with. They don’t require huge budgets and are excellent for your first exploration into the self-service Snapchat advertising ! In this first post I’ll show you different ways of using Geofilters. In the second part I will tell you how to create a Snapchat Geofilter for your brand !
What are Snapchat Geo Filters?
Geo filters are location specific overlays that any users can choose to add to their pictures after they have taken them. They are different from usual Snapchat lenses because lenses are dynamic animations and react to movement, since filters are static images that are added to static picture. The other key difference is that Geofilters are specific to a location, which filters are not.
You can create a Geofilter to be available for people taking snaps in a specific location and for a specific amount of time.
There are two types of Geofilters:
- Community Geofilters: are free for anyone to run in their city or local landmark. This type of filter can’t be used by brands or include organisation logos.
- On Demand Geofilters: are for businesses and individuals to pay for and submit and can include brand logos and trademarks
As a brand, you’ll use the On-Demand Geofilters, and this is the type of Geofilter which I’ll guide you creating in this blog post.
Here are some examples of Snapchat Geofilters (source: Gary Vayernchuck):
When can you use Snapchat Geofilters?
They are excellent for branding in-and-around the physical presence of your brand or place. They are all about awareness and do not have specific URLs or send traffic to your website which makes it difficult to accurately attribute sales to them.
If you’re running an event you can create a Geofilter specifically for the event and promote it at your event to get attendees using it and taking pictures. These type of filters could run for a single day or however long the event takes place.
If you’re running a blogger event where you’re inviting lots of influencers or bloggers it would be a great opportunity to create a Geofilter. The audience of your event are likely to have large levels of Snapchat followers and so if they use your filter it will enhance the exposure you receive.
Targeting competitor locations
You can submit a Geofilter to run at the location of your competitors. For example, Starbucks could create Geofilters to appear in the location of all Costa shops.
Like bidding on competitor keywords in AdWords, I would use this tactic with a lot of caution because it could result in them creating filters for your location too.
How much do Geofilters cost?
The cost of your Geofilter is at Snapchats discretion and mostly depends on numerous factors such as:
- What area you want to run the Geofilter in (for example if it’s an area with high levels of competition from other advertisers it will cost more than if it was a quiet area)
- How big the area is that you want to run the filter in
- How long you want to run the Geofilter for
When you create the filter you will see different prices as you adjust the size, location and length of time you are planning to run the filter for. Then, you can pick a location and duration that suit your budget and campaign objectives.
Usually Geofilters costing as little as $300 for 30 days in less popular locations such as offices, although Snapchat say their filters start for as little as $4.99.
When you are considering the value and cost of a Geofilter you must take into account that when someone is using your Geofilter, they become more valuable and engaging than someone simply viewing a banner ad. Furthermore people who are posting snaps with your filter are more valuable in branding than standard banner ads because the user is receiving the image from a friend they follow rather than being bombarded by your brand.