Snapchat’s on-demand geofilters allow any brand to take part in event-based activations. By creating and uploading customized filters, brands can drive awareness and engagement on a highly visible platform – in a contextually relevant and fun way.
In public places, such as a neighborhood or local landmark, Snapchatters typically see at least two or three custom geofilters in the app. These are Community Geofilters, designed by artists for their city, school, or neighborhood.
This year, Snapchat opened up advertising to everyone with On-Demand Geofilters for businesses and events. Now, any brand or business can pay to play with customized geofilters. By selecting a particular location, along with a specific date and time, anyone who is in that area using Snapchat can see or use your custom filter.
Previously, very select brands could share interactive filters and lenses on Snapchat – typically, these filters were used to promote events or movies. In fact, the price of a sponsored filter was as much as $700,000 per day!
Pricing for Snapchat On-Demand Geofilters
Pricing starts at $5 USD. The size of your fence, as well as the duration of the geofilter, will impact the price. A geofilter can have an area between 20,000 to 5,000,000 square feet, and the duration of time the geofilter can exist is an hour up to 30 days.
Earlier this week, we tested out our own custom geofilter on Snapchat during the New York Yankees vs Toronto Blue Jays game.
• Files should be 1080 pixels wide by 1920 pixels high.
• Files need to be under 300KB in size.
• Files must be saved as .PNG with a transparent background.
Snapchat provides Photoshop and Illustrator templates that you can use to get started. If you are not savvy with Adobe products, Canva is a great free tool to easily design your geofilter.
After creating and uploading your design, you will draw your fence. A fence is an area in which the geofilter will be available. For a small business, you may consider drawing the fence around your business and a few blocks in the surrounding area. This will allow your community to use your filter even when they aren’t in your store.
Below you can see our fence for our team outing at the New York Yankees vs Toronto Blue Jays game at Yankee Stadium.
Is the cost more expensive than you were hoping to spend? Try reducing the size of your fence or shortening the duration of time. At the top left of the screen, Snapchat indicates the size of the fence, as well as the calculated price of the geofilter. On the right side of the screen, you can view and edit the chosen duration. This allows you to easily alter both your fence and your dates to impact your cost.
When designing your filter, keep in mind:
- Is it visually appealing?
- What are users snapping when they come across your filter?
- Is your geofilter relevant to an event or location?
- Will it add something unique or valuable to a user’s story?
After your custom filter stops running, you’ll be able to see the Uses and Views in the ‘Metrics’ tab of your account. Uses is how many times it was used, while Views represent how many Snapchatters saw the filter in action.
It is important to note that the views continue for 24 hours after the promotion completes, because the views are coming not only from people at the event but also friends watching Snaps that use the filter.
The real value of Snapchat on-demand geofilters for businesses is clear. Some view Snapchat as a serious threat to Facebook, as it arguably has a huge amount of traction with lucrative younger millennials. It is native advertising targeted to an audience based on time and location. Allowing brands to create and pay for custom geofilters opens up every Snapchat user as a potential source of revenue for the company. At the same time, it also creates an entirely new source of content and creativity for its users.
Looking for help with your own Snapchat campaign? Get in touch with our social media experts.
Last but not least, don’t forget to add us on Snapchat!