How to Build Brand Awareness with Snapchat Geofilters
Social media has made it easier than ever before to connect with audiences in fun, creative, and engaging ways. With the ability to make customized filters, add your own interesting messages, and make your own stickers, platforms like Snapchat are all about personalization. For small businesses trying to establish or build their brand awareness on a shoestring budget, the ability to quickly produce eye-catching, tailor-made ads is key. This is where Snapchat GeoFilters will become your new go-to marketing tool.
What is a Geofilter?
So, you might have stumbled across this topic after hearing about the success another campaign had after using Snapchat advertising, but what exactly is a geofilter? Basically, a geofilter is a border that goes over a photo or video taken on Snapchat, but the filter is only available within certain geographic confines. It can be a single building or up to 50,000,000 square feet (or roughly 2 square miles) if you were curious. We’ll talk more about the specifics later on.
Geofilters can be made for personal use, like celebrating a friend’s wedding, or they can be created for more strategic purposes to promote a business. When making a filter for your business, it’s important to make sure you treat the filter as an advertising opportunity (you are paying for it, after all), while respecting the social function of the platform. Users aren’t on Snapchat to plaster one giant ad for your company over their faces; they use the channel to send funny, cute, and interesting content to their friends and family, which means your filter should be adding to that experience, not detracting from it.
Who Can You Reach with Snapchat?
Before jumping on the geofilter train, you should stop and consider a few aspects of your business. First, what services or products does your business provide? Who buys these products and services? How do your customers interact with other people and who are they interacting with? These questions are easy to answer when you have an established buyer persona, and a lot of this information will depend on demographics. Did you know that Snapchat is most popular with users under the age of 30, meaning Millenials and Gen-Z’ers? If your business doesn’t cater to young people, then there’s not much point in making a geofilter that won’t reach your target audience, is there? However, if your ideal buyer is active on social media and values creative content creation that they can participate in, then you should consider setting aside a few bucks to fund your geofilter.
How Snapchat Filters Work
Even if you’ve never made a geofilter before, you’ve probably encountered one while you were swiping through Snapchat’s plethora of customization options. If you lack design skills or don’t have an artistic bone in your body, don’t shy away from this option just yet.
Snapchat makes it incredibly easy for anyone to produce high-quality, captivating filters with their geofilter building tool, which offers pre-made, customizable borders that will suit any holiday, theme, or occasion you can imagine. On top of that, you can add text about the event or product you want to promote and upload your logo for optimal brand awareness.
Next, you click around a map to draw the border for your geolocation. This will determine where people can access your geofilter, so make sure the location is strategic, such as at a convention where your company has a booth or at the location of a launch party as opposed to at your office. One important thing to note about geofilters is making sure you get consent to post your filter when necessary, such as at events for schools or other public spaces.
Once you’ve designed the filter and set up the location, you can establish when the geofilter will be active and for how long. Be sure to maximize your calendar time by planning ahead to ensure that you can purchase the boundary you want.
Benefits of Using Snapchat Geofilters for Your Small Business
Gone are the days when you had to buy a whole billboard to get the attention of a few new prospects. Today, social media offers innovative options for advertising directly to your target audience without wasting your marketing budget by placing your brand in front of uninterested viewers. Snapchat geofilters offer tons of benefits to small business owners and large corporations alike.
Build Brand Awareness
The most obvious benefit of geofilters is the fact that they literally deliver your brand directly into the hands of your target audience. As one of the most popular mobile phone applications, Snapchat sees an average of 3.5 billion snaps per day. A well-crafted, fun-to-use geofilter can expose a prospect to your business without you having to produce the high-value content that usually drives website traffic and brand awareness. If you make a compelling filter, people might naturally be curious to learn more about your brand.
Reach Extended Audience
With website content, you might cross your fingers and hope that viewers share your photos, videos, downloadables, and whatever else you might have to offer, but you can’t be sure. With Snapchat, the entire purpose of the platform is to share photos and videos. When a user applies your filter and send it to their friends, your brand will be automatically shared with dozens of new viewers. Additionally, one of the strongest marketing tactics is word-of-mouth along with user-generated content. It can be scary and unpredictable to have the reputation of your brand in the hands of people outside your business, but people are far more likely to engage with a business if it is recommended to them by a friend or family member.
Snapchat’s success is built on the platform’s quick turnaround time, with all posts expiring after 24 hours. This gives all content sent and received on the channel a sense of urgency, which means posts are more likely to be seen, as opposed to an email campaign that might sit in someone’s email inbox for months on end. Snapchat makes it easy to track how many people are using your filters, and even more important, how many people viewed photos and videos superimposed with your brand. Geofilters usually cost just a few dollars to a couple hundred dollars, which is relatively inexpensive for most businesses, but you can also find some budget-friendly deals if you hire a marketing agency to create the filters for you.
How to Maximize the Impact of Your Geofilter
Just because something is easy to do doesn’t mean you should do it all the time. Think of geofilters like your favorite candy (peanut M&M’s in my case): they’re delicious and your return on investment is great when you buy a $2.00 box to eat at the movies every once in a while. However, if I had peanut M&M’s shoved in front of me for breakfast, lunch, and dinner, I’d undoubtedly get sick of them. The point here is that you should only use geofilters for special occasions like product launches, conventions, charities, and other events that you might want to give a little extra attention to. Design and deploy geofilters strategically to achieve specific goals around attracting new prospects, engaging existing audiences, and advertising new products or services.
Another way to maximize the impact of a Snapchat filter is to consider the population that uses the platform. Most members of the Millenial and Gen-Z tribe hate when a company tries to sell them something, but they are more likely to have open ears when someone they respect and admire recommends a company. This is where influencers can dramatically impact the success of a social media campaign. If you already have a solid relationship with influencers in your industry, reach out to them and see if they are interested in promoting your product or event by using your filter. Your viewership will increase exponentially at little to no additional extra cost.
Snapchat geofilters offer a fun, creative way for you to engage with your target audience and increase brand awareness on a small budget. However, if you’re not tech-savvy or you just don’t have the time to design a geofilter, consider checking out some of the a-la-carte social media services we offer over here at BUZZ.