Where Branding Intersects Augmented Reality

by Jay Joyce, President/CEO - Apr 12, 2017

With Snapchat’s recent IPO, business owners are watching the company closely to see ways to effectively engage their audiences. The most obvious choice for the social media platform is to charge businesses for reaching out to their customers through advertising and other methods. However, without the use of a formalized newsfeed, Snapchat cannot monetize on advertisements in the traditional sense.

Although this has been a question for quite some time, companies themselves are still trying to find the unique angle through which Snapchat enables them to communicate to the more than 100 million customers currently using Snapchat on a regular basis.

I believe companies can utilize customer interaction while simultaneously promoting user-generated content using geofilters for a cost-effective way to market on Snapchat.

The Art of Snapchat Geofilters

By utilizing Snapchat’s native tools to tell a story in video format, brands are able to engage with consumers in non-intrusive, creative ways. If executed correctly, brands can increase overall awareness, develop new markets, and engage their current community. Even better, brands can promote user-generated content to drive word-of-mouth. Geofilters provide a convenient way to do just that.

While creating a geofilter to use, it is important to keep a couple things in mind.

Snapchat Geofilter Rules of Thumb:22_Race

  1. Leverage Variables Effectively to Control Costs: A brand is charged for geofilters based on a few variables such as the amount of time it is active and the overall size of the geolocations in which users can select the filter. Carefully honing in these variables is key to controlling the cost of your Snapchat marketing efforts. Is it better to create two geofilters that target smaller high-traffic areas instead of one geofilters targeting a big area that covers both? We think so because the former option minimizes ‘dead space’ for which you would otherwise be charged.
  2. Do Not Overbrand in Your Geofilter: Remember, the main focus should be on the user’s content with which your filter will interact. Minimizing the branding not only keeps the focus where it should be, on the user, it also increases engagement by leaving more opportunities for creativity when interacting with your filter. Sticking to the top or bottom of the image is a good rule of thumb.

Now that you know basic rules to follow when creating a geofilter you’re probably wondering how to utilize the feature? Although anything is fair game, we have identified a few areas in which brands have seen success.

The Idea People uses Snapchat geofilters to promote brand imagery to the millions of users on the platform.Common Marketing Campaigns to Incorporate Snapchat Geofilters:

  1. Trade Shows - Instead of competing with other booths to drive traffic to your stand, use a creative geofilter to communicate your booth’s location and promote visits.
  2. Company Events - By providing a geofilter for participants to use, you provide a unique element to the event that allows customers to communicate the event in real-time. This increases your brand awareness to an entirely new audience in as many creative ways as your fans can come up with.
  3. Product Launches - Vital to new product launches is awareness. Snapchat creates another compelling message about a new product while showcasing how current customers actually use it. Use a geofilter that expands on your new product idea and ties it into the digital world in an emotionally engaging way.

Geofilters are becoming more popular by the day. With this new medium marketers are able to see large returns on small investments. This new medium could prove extremely beneficial for local business who need not pay for a wide area of coverage.

The Idea People offers branded geofilters as a service in our digital marketing program. Please contact TIP at 704-398-4437 or email us at ideas@theideapeople.com.

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