{"id":102123,"date":"2016-09-02T15:11:00","date_gmt":"2016-09-02T20:11:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/business-thinking-snapchat-geofilters\/"},"modified":"2024-12-19T16:40:31","modified_gmt":"2024-12-19T21:40:31","slug":"business-thinking-snapchat-geofilters","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/business-thinking-snapchat-geofilters\/","title":{"rendered":"Should your business be thinking about Snapchat Geofilters?"},"content":{"rendered":"

In celebration of A-level results this week, Nationwide Building Society partnered with Snapchat to offer a custom geofilter and lens across the UK, aiming to target its next generation of customers.<\/p>\n

Only available on results day (18th<\/sup> August), the lens and geofilter enabled students to celebrate with their friends on Snapchat with balloons and confetti in Nationwide brand colours, and messages such as \u2018smashed it\u2019!<\/p>\n

\"snapchat1-smashed-it\"<\/p>\n

 <\/p>\n

Speaking to Marketing Week, Alex Bennett, senior manager of digital marketing at Nationwide, said he \u201cdidn\u2019t want to just launch yet another geofilter but something that was highly targeted and relevant by only being available for a set amount of time\u201d.<\/p>\n

\u201cYou could put out a beautiful piece of filmic content that is 90 seconds long and talks about the journey from student through to adulthood and even retirement. But this audience would prefer bite-size content so if you get the creative right, you can potentially do as much with a Snapchat filter as a 90 second film,\u201d Bennett explained.<\/p>\n

What are Snapchat geofilters, and why use them?<\/h2>\n

Geofilters\u00a0are fun, location-based overlays that users can\u00a0add to their snaps, by searching for what\u2019s available within their local area. They can be created for personal or business use. \u2018Community Geofilter\u2019 submissions are free, and can be used to share a location such as a city, university or local landmark.\u00a0Snapchat says it does its best to select those that \u201care visually compelling and represent the location\u201d.<\/p>\n

Businesses (and individuals too) can purchase\u00a0\u2018On-Demand Geofilters\u2019\u00a0for a specific location, for maybe an event, product launch, local business opening or even just some office fun.<\/p>\n

With a daily video view count of 10bn, it\u2019s easy to see why Snapchat is fast becoming the go-to platform for brands looking to reach and engage with millennials. According to Snapchat, in the US, a single national sponsored geofilter typically reaches\u00a040% to 60%\u00a0of daily Snapchatters.<\/p>\n

\"snapchat2-social-lg\"<\/p>\n

Geofilters can help to communicate the \u2018where and when\u2019 of a snap, and give businesses an opportunity to engage with an individual in that \u2018micro-moment\u2019 (as Google likes to call it!). When used creatively, they can be an effective way for a brand or business to show that they are social-savvy, and can build audience attention organically, without any ad intrusion or hard sell.<\/p>\n

So for example, in the US, Austin-based agency GSD&M\u00a0created its own custom geofilter which featured its name and founding year in white and was available for its employees to use within its office space between 9am and 5pm.\u00a0Employees were able to have a bit of fun with the filter, by sitting emoji passengers on the Southwest Airlines bench in the office for example (Southwest is a client).<\/p>\n

See below a snap\u00a0taken by an employee at GSD&M\u2026<\/p>\n

\"screen-shot-2016-09-12-at-15-07-33\"<\/p>\n

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