04 Oct Snapchat Geofilter Campaigns Deliver Brand Influence On a Massive Scale
FIRST THINGS FIRST: SNAPCHAT IS A BIG DEAL
Question: what’s yellow and white and has 150 million global users?
Hint: It’s an app… and it’s in the title of this blog post. No? One more clue: the audience demographics skew young, representing 40% of 18-34 year-olds in the US. You guessed it! Snapchat! The wildly popular app for in-the-moment communication between friends.
Snapchat is accessed multiple times a day by exactly the kind of people that brands like best: active shoppers who aren’t afraid to boast a bit. Ad Age reports that younger Snapchatters spend 10-55% more money on retail items across common categories, compared with their non-Snapchatting peers. And about half those users already send Snaps from inside the store, right while they are shopping.
For brands who rely on foot traffic, Snapchat is a huge, largely untapped marketing opportunity ready for everyone who figures out how to use it well.
RESTAURANTS AND RETAILERS: FOR YOU, GEOFILTERS ARE A REAL BIG DEAL
Snapchat has a few different advertising opportunities, but there is one in particular that is most important for brick-and-mortar businesses: Snapchat Geofilters. These let Snapchat users add your special, branded images to their snaps based on their location – if they’re in or around your store, restaurant, showroom or branch.
OKAY, WAIT A MINUTE: WHAT EXACTLY IS A GEOFILTER?
A geofilter is like a sticker users can overlay when creating a post, but only if they are posting from within a specific place. After capturing a photo or video, users can swipe left-and-right to scroll through available filters and add one before they send their snap. From a user’s perspective, geofilters are something that must be earned by physically going somewhere.
AND WHY DO GEOFILTERS HELP DRIVE MORE BUSINESS?
There are two reasons Geofilters are great tools for online marketing and brand awareness.
First, Geofilters provide a fun surprise people can access only when they’re in a specific area – a Geofence . A unique image (your filter) can be a fun reward for your customers, the same as if you gave out special candy or stickers at the cash register.
Second, Geofilters become part of an authentic conversation between two or more friends. By their nature, Geofilters are something Snapchat users share with their friends and followers. Any content they snap to their friends using your geofilter is branded with an implied call-to-action: “Hey, I’m here in this place, take note!” In other words, geofilters are a peer-to-peer promotion for a particular place — and that place could be your point of sale.
SO: HOW CAN RETAILERS AND RESTAURANTS TAKE ADVANTAGE?
Snapchat has made it pretty simple to run a campaign at a single location. There are four steps to create Sponsored Geofilter campaigns on Snapchat:
- Develop a fun, branded graphic for your geofilter
- Draw a “geofence” — the area where your filter will be available — around your business
- Select dates for the campaign to run
- Pay for the campaign — pricing is based on reach and time
What happens if you don’t have accurate location information?
- Snaps are taken on the street
- Users think your promotion is broken
- You lose the value of all in-store snaps
- It’s impossible to geo-fence a building that doesn’t exist…or maybe your competitor gets geofenced instead
You need accurate geo data – not just your stores’ addresses but their latitude and longitude.
Brands with many locations may need extra help organizing all this information. MomentFeed can help brands run geofilter campaigns across many locations using highly accurate location data to serve filters at the right coordinates.
Want to get started with Snapchat? Checkout this video guide: