The Digital Postcard – Snapchat’s Geofilters

By Kate Normand

Some quick Snapchat statistics as of March 2016:

Do we have your attention?

Up until now, Snapchat has been largely ignored by social media users over the age of 25. It has gotten harder for older generations to ignore this diverse and creative platform, however, as Snapchat continues to introduce new features (https://support.snapchat.com/ca/lenses).

There is one feature that all marketers, event planners & graphic designers need to know about now – Geofilters.

Geofilters are images superimposed on pictures and videos taken by Snapchat users. They can only be accessed when the user has their location services turned on and when the user is in the specified “geo-fence”. They have been described as a “Digital Postcard” as you can then save the image and share it elsewhere.

There are currently 3 different kinds of Geofilters:

  1. Community Geofilters
    • Most commonly created for cities, towns, neighbourhoods and universities
    • Guidelines for Community Geofilters are quite strict – no logos, trademarks, URLs, hashtags and other restrictions
  2. On-Demand Geofilters
    • Paid for by Snapchat user
    • Available for a specified period of time within a small geo-fence (about the size of a city block)
    • Endless possibilities in terms of use. Some examples would be weddings, birthday parties, musical events, and store sales.

Businesses and industries holding events such as press conferences, new product launches or store locations, business expansion or employee, volunteer or management team appreciation would be wise to consider the SnapChat platform and channel. Pay special attention to “On-Demand Geofilters”. They can be compared to the ubiquitous event hashtag found at conferences, product launches, etc… where attendees use the unique hashtag on social media to share their experience with others. The same idea is applied to “On-Demand Geofilters” with the exception being that it is more exclusive to the event as you must physically be within the geo-fence to use it.

Limelight’s prediction is that “On-Demand Geofilters” should be considered a “must-have” for events with attendees under the age of 30. We also predict the average age of the Snapchat user to rise as older generations discover the platform.

What do you think? Are On-Demand Geofilters the new event hashtag? Will you be adding it as a service your business provides or are you going to commission one for your next event? Continue the conversation by sharing this post on your favourite social media network.

 

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