Snapchat introduced geofilters in 2014 (with on-demand geofilters being introduced earlier this year), presenting a new way to market destinations, places and events. Geofilters allow a user to use filters illustrating their location. This is then sent to their friends directly or placed on their ‘story’ whereby all their friends can see it. The impact of this can be described as part of schooling behaviour; whereby other people think of it to be ‘cool’ to go to such place because they’ve seen others go there.
There are two types of filters that can be designed. The first being community filters that can be used for a city, university, local landmark or other public location. These are free and cannot display any branding or trademarks, as seen implemented by Mackay Regional Council. On-demand filters are paid filters businesses or individuals can design and purchase. These can be used for events, are only available for a maximum of 30 days and can use branding and trade marks. The cost of these filters varies based on the size of location and duration of the filter. On-demand filters have been used for music festivals and occasions such as weddings.
The reason Snapchat filters are so influential is firstly due to the variety of users and secondly, the current photographic ‘selfie’ culture. Snapchat is most popular for those aged 16 to 24 (amounting to 52% of users) although is used by consumers from 12 years of age. The high number of young users makes it easier to communicate with these users and demonstrates prominent schooling behaviour as they are more easily influenced by the behaviour of their peers. Todays photographic culture can be seen everywhere. The impact of people sharing a photo with your event, brand or place on it is needless to say, influential. Although in its first instance an image sent via Snapchat is only available for a short amount of time, it is increasingly common for users to save Snaps and share them on other social media platforms (such as Facebook, Instagram and Twitter).
To design and implement a filter, you can use a template or design one as a png file with a transparent background. The design must encourage use by your audience, so be engaging and limit the space used on the image. It would be defiantly recommended for towns, cities, universities and landmarks to take advantage of Snapchat’s free community filters in the future.
If you need any assistance in designing a filter or introducing Snapchat to your marketing plan, don’t hesitate to contact Courtney at the Curious Cat.