- By Carla Bragagnolo
The power of Snapchat for retailers — and its potential to rule the social media advertising sphere — are coming clearer by the day. Users spend an average of 25-30 minutes per day using the app, and the company expects to pull in a cool $350 million in advertising revenue this year. Brand-specific geofilters are an excellent advertising opportunity for retailers.
Snapchat can be a highly effective marketing platform for retailers, especially if you’re trying to target a younger demographic: 45% of Snapchat’s adult users are 18-24, and Comscore has found it to be the third most popular app among millennials (behind Facebook and Instagram.)
And, thanks to our constant smartphone use, the average human’s attention span is now less than a goldfish. This means you have about 8 seconds or less to make a statement with your marketing strategies, and Snapchat is the perfect channel for that. Luckily, if your content is delivered in the right place with the right endorsement, you don’t need loads of time to make an impression.
Here’s everything you need to know.
Snapchat for Retailers: Geofilters, Please!
Snapchat recently made it easier for retailers to get in on the action by allowing brands to upload their own geofilters. A geofilter is a graphic overlay a user can include on their snap to show they are in a specific city or retail store. Geofilters are added and can be used in a snap sent directly to friends and family, or used in snapchat stories that are posted for 24 hours.
Brands can upload personally designed Geofilters and create campaigns starting at 5$. The price of a campaign will vary depending on the parameters of the location where your geofilter is available and for how long users can see it. Snapchat has a reputation for being a tricky marketing platform because they don’t normally provide metrics on campaigns. Thankfully, in this case they’ve enabled brands to see how many people viewed and snapped their geofilters.
Creative Ways to Use Geofilters
You can use Geofilters to highlight a new collection or menu item that you’d like to create some buzz around. Build on what you’re known for: If your establishment has a signature product, Geofilters are a great way to continue to grow the product’s loyalty amongst your millennial customers. This would be like Starbucks using a Pumpkin Spice Latte geofilter for their users to share. Those who love Pumpkin Spice Lattes would be thrilled to have a creative new way to share that they are enjoying the product.
Why Snapchat Geofilters Are So Effective
Snapchat marketing is a subtle, but simultaneously loud way to communicate with your younger consumers on a platform they will pay attention to. Snapchat has found a way to allow users to interact and play with brands rather than feel like they are being bombarded by advertisements. As Dan Moriarty, director of social strategy and activation for Hyatt Hotels puts it, “Our guests send out what are effectively ads to their (friend) networks.” At the end of the day the user is the one who decides if they will use your geofilter and send it off to friends and family, effectively creating an open conversation between the consumer and the brand. For this reason Snapchat marketing can be a highly effective way to deliver “personalized” ads to potential consumers that will lead them right to your stores where they will shop and maybe even send their own branded snaps.
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