Geofilters are often used by parks, cities, universities, and now, businesses. ![]() The app automatically overlays a digital sticker, or the geofilter, of their location over their photo. Users who have enabled location services in their smartphones can place an available geofilter on their photo with a quick swipe of their finger. Geofilters have long been a favorite feature in Snapchat. To enhance their ad program, Snapchat has started offering on-demand geofilters – an excellent new tool for restaurant owners looking to increase their business and reach. Its quick rise to popularity may be attributed to teens and their selfies, but in the past few years, companies have been increasingly capitalizing on the app’s appeal and have seen positive returns from marketing with Snapchat’s other advertising opportunities. And when they do, be sure to post about it here.Snapchat has been a growing as a social media marketing tool for years and now counts more than 100 million daily active users since launching in 2011. Promote the first issue of the paper? Run a contest or promotion for your media program? Students will find the best ways to take this and run with it. Perhaps this is a great way to welcome students on the first day of school or connect with incoming freshmen at orientation. Your student media program likely has a very limited budget (if any) for this type of promotion, and the effectiveness will diminish as the market gets more saturated, but talking through the experience is a valuable exercise as students think critically about how to market themselves and make use of the latest tools to engage their audience.Īs with all things Snapchat, creativity is key. In Snapchat analytics, “uses” refers to how many times it got used and “views” indicates how many people saw the filter on Snapchat. After the filter expires, students can compare stats and draw conclusions about what resonated or what might have flopped. Don’t overthink it - the relatively low cost is worth a few hours of buzz from the surprise element alone.Īside from the obvious fun factor and the visibility for your publication or program, custom geofilters provide an opportunity to discuss metrics. Your audience will discover it, and that’s part of the fun. You don’t need to announce or explain the geofilter. As a result, each geofilter cost between $30-35. For example, the yearbook party submissions each cost several hundred dollars initially, so editors trimmed the fence to include only the exact area of campus affected (not the stadium or surrounding school hangouts) and shortened the run time from a 12-hour period to a targeted six-hour window. To make the custom geofilter as affordable as possible, keep a tight fence and limit the run time. Both were student-created and had not been released anywhere previously. In the examples here, one filter matches part of the yearbook cover to echo its theme (“MORE is our thing”) and the other matches the T-shirt student media staffers wore during the event. Originality is key (and, of course, copyright laws apply). Using less than one-third of the canvas is a safe estimate when designing. Make sure your artwork doesn’t cover up too much screen space. ![]() Be creative with handles and branding information to stay within the rules (no URLs allowed, for example). Snapchat provides the dimensions and starter templates to make the process simple. Where will a lot of people be at the same time, and how can you leverage that to generate buzz? Consider location-based activities such as purchasing or picking up a yearbook or getting a copy of the latest newspaper, for example. ![]() Think carefully about where you want the geofilter to be available and why. Here are a few tips and takeaways from the process: The graphic overlay will appear for Snapchat users within a designated area only at a specified time. ![]() Snapchat will review the submission and charge you only if the geofilter is approved. Upload it and indicate when and where you want it to run. The newish feature of custom geofilters is pretty simple: Create your own design using Photoshop, Illustrator or whatever program you prefer. Catch up here and then consider this Snapchat for Journalists ebook. (If Snapchat is something you’ve been reluctant to include in your social media arsenal, it’s time to get on board. The staff at Whitney High Student Media ran a few custom filters this spring and found it to be a low-risk investment for positive engagement. Experimenting with Snapchat’s on-demand geofilters is a great way for media students to boost exposure and build their entrepreneurial skills.
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