Snapchat Now Offers Custom, On-Demand Geofilters — Starting At $5
The move opens up marketing possibilities for local businesses with smaller budgets.
Snapchat has gradually opened its arms to advertisers through sponsored filters and Snapchat Discover, but today marks a significant step forward as the millennial-favorite app introduces yet another revenue stream: on-demand geo-filters.
With on-demand geofilters, anyone can pay Snapchat to create their own custom geofilter in a specific area for a set amount of time, with a minimum size of 5,000 square feet and a minimum duration of 30 minutes. Turnaround time for a review is roughly a day, and pricing begins at $5, TechCrunch reported.
Snapchat’s two existing types of geofilters are Community, which can’t include logos or marketing and can be submitted for free (e.g. “Chicago” or “Wicker Park”), and Sponsored, which allow big brands to cover a large area with a promotional filter for a substantial fee. McDonald’s has run several Snapchat Sponsored campaigns, but the cost and scope of such projects has largely precluded use by individuals or businesses with smaller budgets.
Now, as a result of the on-demand filter addition, local SMBs can use Snapchat as their own marketing channel without prohibitive expense. Social media is already an integral part of many local businesses’ marketing strategies, due to the fact that it is low cost and easily managed in-house — and Snapchat is well-positioned to become a more significant tool in the arsenal.
Additionally, users are likely send more snaps from a given location if it provides an interesting or artistic geofilter. This increases publicity for the given business in a way that’s set to drive foot-traffic; would-be customers can’t buy directly from Snapchat (at least, not yet), nor can they get the geo-filter for the pictures unless they actually go to the physical location.
“Every day, Snaps overlaid with geofilters are viewed hundreds of millions of times,” Snapchat said on its blog. “Now… [on-demand filters offer] a fun way to help friends or customers decorate their Snaps, wherever they are.”