By now everyone knows that Snapchat filters are being used in corporate marketing campaigns. Every time you post a Snap you scroll through three to four super-intrusive filter options that corporate brands have shelled out hundreds of thousands of dollars to post nationwide. What people don't realize is how effective Snapchat filters can be as an inexpensive marketing tool for small brands.
All it takes is a little bit of research, planning, and the help of someone who knows what they're doing.
While corporate giants are busy creating massive budgets to roll out a marketing campaign that they barely understand, the little guys can easily come in and steal all the consumer attention by following these quick tips:
1. Find a designer who knows what they are doing.
Designing a Snapchat filter that is truly engaging enough for people to want to use is a difficult thing to do. Find someone with experience designing Snapchat filters and ask them if they have access to the metrics from when their designs went live. These metrics will tell you the usage rate of the design so you know whether or not it resonated with Snapchat users.
2. Research major events that are relevant to your target market.
If you sell shoes, look for sneaker conventions. If you sell ties and dress clothes, find a business conference. If you sell art, find the grand opening of a gallery. You can place a Snapchat Geofilter over these events and take advantage of the fact that you know people from your target market will all be in one location at a specific time. Taking advantage of this can turn your $10 investment in a Geofilter placement into hundreds of thousands of eyes on your brand.
3. Think about what places your target market regularly uses Snapchat.
If you were investing a billboard (which I don't recommend doing, as it's not 2005 anymore), you'd want it to be somewhere that a lot of people will see it. The idea with a Snapchat filter is the same. If you sell beachwear products online, consider placing Geofilters over the most popular beaches in the world. You know that the exact type of people you want to reach will be there, and if you can tell me the last time someone went to the beach and didn't take a Snapchat of it, I'll give you a dollar. One my favorite (and sneakiest) locations to use this tactic at is a competitor's brick-and-mortar store.
4. Research major influencers whose follower base matches your target market.
The best example of this to date is the time sneaker app Kickster placed a Snapchat Geofilter over a location that they knew Snapchat sensation DJ Khaled would be for $17.54. The result of that $17.54 investment? Over 10 MILLION impressions. For those of you that like numbers, that's a CPM of about two-tenths of a penny. Finding influencers like DJ Khaled who regularly make events that they attend public is a very effective way to reach a massive audience for a very low price.