Using Snapchat to market your events
Snapchat is a popular social media network/messaging platform hybrid that has some surprising user statistics. According to Omnicore, there are over 300 million monthly active users on the platform, as well as 100 million daily active users; all contributing to 1 million photo and video messages created every day. The report also states that, of all U.S. social media users, 18% of them use Snapchat and spend an average daily time of 25-30 minutes using the app. Unlike platforms such as Facebook, Instagram, or Twitter, where most content is permanently displayed unless the user removes it manually, all of Snapchat’s messages disappear within 24 hours.
What makes Snapchat such a popular platform? The app combines customizable photo, video, and text messaging capabilities. Users can apply “filters” that alter their faces when a smartphone’s front-facing camera is turned toward them, photos can be drawn on with a digital marker, and “stickers” allow users to superimpose graphics over images.
To even further personalize the experience, Snapchat features “geofilters,” which are pre-designed regional or event-specific graphics that those using the app can place over their original pictures. When it comes to messaging, it’s clear that Snapchat offers a great deal of creativity.
Local businesses may find Snapchat an appealing platform to integrate into their social media marketing regimen beyond the large user base and creative messaging. With the popular geofilter feature, businesses can submit custom graphics to the app which are tailored to specific regions and events. Are you having a milestone anniversary celebration for your business? Here’s your chance to market it with Snapchat!
Consider these tips for creating custom geofilters to best market your events:
Step 1. Create the geofilter
Snapchat requires businesses, organizations, or other entities that wish to create their own geofilter to submit it to them for approval before it is made live. You can choose whether to submit your requested graphic as a community, personal, or business geofilter:
- Community geofilter: Intended to identify with a specific locale, such as a publication, a university, a city, etc.
- Personal geofilter: One that doesn't include branding, logos, or other promotional detail. Used for personal life events, such as birthdays, anniversaries, etc.
- Business geofilter: one that promotes a company, brand, or organization and can feature logos or other marketable elements.
While personal and business geofilters share the same general submission guidelines, the community option has a separate set of rules. When submitting the geofilter, it should be a transparent PNG image file with a width of 1080 pixels and a height of 1920 pixels. The image must also be a file size that is under 300KB. If you want to simplify the process, Snapchat also allows you to design your own through their website.
When creating the geofilter, remember to keep it simple and concise. Think of it as a decorative, digital picture frame specific to a business or event. Feel free to add your personality to the graphic, but make sure it is an accent to the photo and not overtaking it. If you’re promoting an event, make sure to have the name of the event on the graphic.
Step 2. Submit the geofilter In advance of the event
Make sure to submit your geofilter for approval well in advance of any event. If you submit it day-of and Snapchat rejects it, that could derail your social media marketing plans for the occasion and create unwanted chaos in your marketing strategy. Take a proactive approach and make sure the design is approved at least a few days prior.
Step 3. Let your followers know
As 56% of online adults use more than one social media platform, it’s important to advertise your geofilter in advance of the event you are hosting, sponsoring, or participating in. Tweet an image of your new geofilter and be sure to share that same image on Facebook and Instagram. Make sure that your followers know to expect your geofilter to go live at your event so that they will already know to engage as soon as they attend.
Step 4. Actively promote your event on Snapchat
If you plan to have a custom geofilter available for an event you’re involved in, it’s best to have your own Snapchat account as well! Make sure to promote the event on Snapchat in the days leading up to it. Are you planning to have live music, refreshments, performances, or decorations?
Step 5. Use it Yourself
If you plan to have a self-made geofilter at your event, use it yourself! Posting images and videos that use your geofilter to your own company’s Snapchat story will help strengthen your brand’s appeal and identity during the event.
Get Everyone Involved!
Continue the engagement beyond Snapchat itself with your new geofilter! Tell your followers and event attendees to share images of themselves using the filter on their Instagram, Twitter, and Facebook accounts. This will help to further spread engagement and position your brand in front of even more eyes on different social platforms.