On a daily basis, Snapchat reaches 41% of all 18 to 34 year olds in the United States.
Unlike other social media platforms, Snapchat is completely mobile, making it quick and easy to access. The concept of the platform is that a person or a company can send either photos or videos, that can be viewed for up to 10 seconds, to their friends and followers. This makes Snapchat a much more personal platform than most and gives the opportunity for a much closer relationship to be built up between the company and its customers.
Over 150 million people now use Snapchat to watch 10 billion videos every day, making it the fastest growing social networking platform. On a daily basis, Snapchat reaches 41% of all 18 to 34 year olds in the United States. However, as well as this, you may be surprised to learn that half of all new users signing up for Snapchat are over the age of 25.
Whilst Snapchat is available for anyone to use for free, it also offers several different paid marketing schemes to help boost awareness of your company. These are: Geo Filters, Sponsored Snapchat Lenses and Snap Ads between Stories.
Snapchat offers several different types of Geo Filters; community, on-demand and sponsored. Community Snapchat filters are not beneficial when using Snapchat for business as they are filters designed and submitted for free by artists and designers for their city, university, local landmark, or another public location. This type of filter doesn’t allow for the use of any brand logos.
The two types of filters that businesses can take advantage of are On-Demand Geo Filters, which start at $5, or the much pricier option of Sponsored Geo Filters, which can cost hundreds of thousands of dollars. Businesses or Individuals can purchase on demand filters for their event, business, or a specific location. In these Geo Filters you are able to include brand logos and trademarks. The cost of On-Demand Geo Filters is dependent on the date, time and area, which can be up to 5,000,000 sq. ft. For example; 100,000 sq. ft. for 1 day would be $5.
There are two different ways you can go about creating an On-Demand Geo Filter. Snapchat offers a downloadable template, which you can use to create your own Geo Filter from scratch on either Photoshop or Illustrator. This allows you to have complete creative freedom over the look of your filter and makes it easier to personalise it. With our team’s strong design skills and experience in using Adobe Creative Suite, creating a personalised Snapchat Geo Filters is a service we can offer.
For those who have very limited experience in Photoshop or Illustrator, you can use the ‘Create Online’ option to design your filter, which offers several simple tools and templates for creating Geo Filters for events such as birthdays, weddings, etc. However, if you use these filters you are much more limited in terms of creative choices, only being able to choose from a select few colour palettes, move or delete text and change the font. Therefore, designing an original Geo Filter would be much more effective.
Sponsored Snapchat Lenses
Another paid marketing scheme offered by Snapchat is Sponsored Snapchat Lenses. However, due to them having such a high success rate they can cost upwards of $500,000, making them only accessible to large companies. These Sponsored Lenses offer the opportunity for the consumers to interact with your advert. As Snapchat explains on their website, “To activate Lenses, Snapchatters simply press and hold on their faces. Some Lenses include prompts like ‘raise your eyebrows’ to trigger an animation, adding a fun twist to the experience. And when you’re finished playing, it’s easy to send Lenses to a friend or post one to your Story. On average, Snapchatters play with a Sponsored Lens for 20 seconds.”
Ads Between Snapchat Stories
One of Snapchats most recently introduced paid marketing schemes is Ads Between Snapchat Stories, which is essentially just ads that will appear between Snapchatter’s stories. They’re skippable, and won’t be inserted into the stories themselves, but will occasionally appear full screen with sound when transitioning from one story to the next.
Additionally, business ads will for the first time be certified by third-party agencies—not just by Snapchat itself, which has been the case up until now. Businesses will be able to choose additional actions when users swipe up on business content. Your business can send them to an extended video, direct them to a website or article (without leaving Snapchat), or prompt them to install another app.
As the fastest growing social networking platform, it is important that you use Snapchat to your company’s advantage when possible.