You Snap, I Snap, and somewhere, between 10 to 20 million people watch stories on the platform each day. It’s true, numbers are down on Snapchat, but the 100 million daily active users on the platform are still quite active, and one of the easiest ways for marketers to show up is through Snapchat’s on-demand filters.
With just $5 and a little planning, you can start branding your locations, events, activations, and other initiatives. But where do you begin? Here are a few strategies to make your on-demand filter stand apart from that dreaded left swipe:
Focus on the Why
The first step in creating a successful geofilter is to understand the platform—both the behaviors Snapchatters are actively engaging in and actions you can realistically push them to take.
Snapchat’s strength lies in both its impermanence and approachability. It is a channel for users to have fun. People on the platform are there to share their moments, to receive attention, and to corroborate their participation. In short, they are the “pics or it didn’t happen” types, who are inspired by excitement and often motivated by FOMO.
As a brand, insights into these behaviors are the building blocks for a successful campaign—your filter should be as silly, light-hearted, and (ultimately) as attention seeking as your desired audience is.
With this understanding, you can begin to connect existing platform behavior into actionable brand content. You are ready to define the value you hope to get—and provide—with your filter. For example, on-demand geofilters can really shine as a part of in-the-moment campaigns, because they give fans an opportunity to interact with your brand, “show up” in real time, and share the excitement of an offline event.
Consider the Context
Another take on Snapchat Filters might be to focus on an action. Haters gonna hate and Snapchatters are gonna, well, Snap. How do you influence their behavior?
This is a chance to step outside of the box and think creatively—you could even step entirely out of the device itself, incorporating an on-site activation or prompt to engage possible Snapchatters.
Does your location attract a lot of sightseers? Then odds are people are sharing images featuring your location or selfies with something iconic in the background.
Are you a service-oriented brand? Think about how a user may integrate your product into their lives. What is a photo (read: a Snap) if not an idealized presentation of a person or situation?
Promoting a sports venue? Why not give fans of both sides a chance to show their team colors with a dedicated On-Demand Filter for each side?
Is there a line for your event? Great! Guess what smartphone users do in lines—here’s your chance to engage with a captive audience. From a mock movie poster to illustrated velvet ropes, the best ways to engage your audience serve as an implicit extension to experience and environment.
Test, Test, Test
If you want to win, start small and iterate on your success. A winning On-Demand filter strategy needs not only a solid creative methodology but a thoughtful tactical approach.
Focus on small, strategic steps with your Geo-Filter approach, take notes, and get better. Start with a smaller area or an area adjacent to your property. Test multiple geofenced areas to get an idea of where most of your onsite Snapchat traffic occurs.
As Snapchat grows, we’re eager to see how brands and agencies are using their creative know-how to make Snapchat’s On-Demand Filters as innovative and creative as we know they can be.
Looking for inspiration? Check out https://www.instagram.com/snapchatgeofilters/