Posted on October 31, 2016
Trying to keep up with the latest trends in social media is like trying to follow how many rooms are in Willy Wonka's Chocolate Factory, and memorizing where they are, what their function is, and what buttons to press. Snapchat is one of the many rooms in the confusing factory of social media outlets. The so-far successful app began with being able to share unedited, “in the moment” pictures and videos with your friends and family. The photo could be shared up to 10 seconds with an optional added caption.
In a short 5-year span Snapchat has taken a bite of the everlasting gobstopper of social media expansion. The simple picture has evolved to a 10 second picture/video, with caption, drawings, zoom, time stamp, location filters, and interactive facial adaptation filters. Today, in addition to its many added features for users, Snapchat offers an easy and effective tool for companies to use to promote traffic to their business location; the Snapchat “Geofilter.” 7 years ago, who would have thought that this app for teenyboppers would succumb to be a useful instrument for local businesses.
What is a Geofilter?
As we all know, we shorten words to make our lives easier; Gymnasium = Gym, refrigerator = fridge, Dunkin Donuts = Dunks. Geofilter is the abbreviated version for Geographic Filter. Introduced on July 15, 2014, Snapchat allowed a fun way to share where a person is in the world by adding an artistic overlay to their picture or video that only appears if they are in a particular location. In the beginning, there were overlays for the most popular of places like the Eiffel Tower, L.A, or Times Square, but now Geofilters have been known to show up for a town, college, and even holidays. If their location services are enabled, a person can gain access to thousands of overlays while they’re exploring. The overlay can be attributed to two types of filters; the Community Geofilter or an On-Demand Geofilter. Since the Community Geofilters are aimed more towards community building through landmarks, we will focus on the On-Demand Geofilter since it pertains to businesses.
On-Demand Business Geofilter
Let’s say I am a customer of your local, popular bake shop, and feel I must get a picture eating the new pumpkin pastry that came out this month. I take out my phone, open Snapchat, snap a photo of myself with the pastry, apply your company’s overlay to it, and send it along to my friends. That photo will be opened many times to show your product, general location, and most notably, your bake shop’s logo. These aspects will have those viewers running to the shop to get their hands on the latest pumpkin desserts and whatever else you may have that looks delicious. By using the On-Demand Business Geofilter, you are marketing to new audiences and attracting them to your business organically. This tool may not be as successful from one business to the next depending on the type of industry you are in, but it may be worth a shot to see how your customers will react to this social trend.
The Business Geofilter can use logos or trademarks to promote a product, brand, or event. It can last up to 30 days and has a minimum cost of $5…not too shabby for an advertisement. On top of this advertising tool, Snapchat provides usage metrics including statistics and data of how many times a Geofilter was used and viewed. This can allow businesses to track how successful a filter was and find ways to improve for the next time. Overall, this tool can be used for any type of event, product release, attraction and can allow a company’s logo, product, and services to be seen by potential customers who may never have had the chance to see it before. Through utilizing the On-Demand Business Geofilter a company can gain a larger audience, boosted customer satisfaction, higher quality experience, a sense of culture, and can show your customers that you are up to date with the latest and greatest trends in technology.