“We’re not on Facebook. We’re on Snapchat”
Why brands should be on Snapchat if they want to reach us.
At this point, even if you don’t know the concept behind the social media platform, Snapchat, you still, most likely, have heard of it. Snapchat has recently been ranked the third most popular social media app among millennials, meaning it surpassed Facebook and Instagram—and there is no wonder why; it’s perfect for millennials. It’s an app that allows you to send messages, photos, or videos to friends—the only difference is that they all disappear within seconds (You can determine the length of time before it disappears).
The addition of stickers, lenses, and geofilters simply make Snapchat even more fun. Stickers let you customize your photos or videos by adding a more animated emoji, which is useful to Snapchatters who are feeling bored with the common emojis provided. Here are a few of the stickers you can add.
Lenses are fun filters for your selfies that change periodically. When Snapchat recognizes your face, it gives you about 16 filters to choose from, including face swapping. These wacky filters are fun to use and add a little something extra to your selfie. Snapchat also offers sponsored lenses for brands.. This work well for exposure because users check back daily for new lenses, and there really is no form of advertising like it.
A geofilter is an original piece of artwork that can be placed over a photo or video They allow users to add and share the filter, based on location, to their photos or videos. These filters have become a popular way to not only tell friends where a photo was taken, but to make the content more interesting and engaging. Recently, Snapchat users have been able to create and submit their own geofilters, for free. Snapchat provides templates and tips to help users create their geofilters, and once they are submitted, it’s just a waiting game for approval.
Brands and companies can benefit tremendously from the fairly new geofilter arena. For brands trying to reach millennials, creating a custom geofilter could be a great way to get brand exposure direct to the target audience. Not to mention, filters are sharable and a fraction of the cost of traditional advertising. And luckily, companies paying for geofilters skip the regular approval process and can have filters available immediately. Simply put, it’s a no brainer.
The cost of creating a geofilter depends on the size of the area in which you want the filter to be seen and how long you want it to run. Custom filters currently cost about $5 per 20,000 square feet, per hour. To see the exact cost, log into Snapchat and enter the dates, times, and area you’d like your geofilter to be active.
What is most beneficial to companies using geofilters is the ability to measure both metrics and engagement. In addition, the cost per impression is incredibly cheap compared to other channels. Snapchat’s geofilters are becoming a major component to mainstream marketing campaigns and any company not using them should seriously consider adding them to their marketing strategy. Geofilters have the potential to make a lasting impression for your brand.
Snapchat is rapidly growing and becoming the most popular social media platform. All in all, now is the perfect time to add Snapchat to your marketing mix.
By Lindsey Pollock
Pace University Student