By Kelsey Blevins, SEO Specialist
When Snapchat was first released in September 2011, it was widely viewed as the app the “kids” used to do some not so appropriate things due to it’s self-destructing capability. Today, Snapchat has a fraction of the user base Facebook commands, but it’s the fastest growing of any social network. Even with a much smaller audience, Snapchat is serving the same amount of video views a day as Facebook – 8 billion. Also evolving with the size of the audience is the average age of the audience. Snapchat SEO, Evan Spiegel reportedly said at a recent conference that more than half of the new users signing up for Snapchat these days are over the age of 25.
For those of you unfamiliar with the app, Snapchat allows users to send snaps (photos or short video clips) to one or more friends and/or post the snap to their story where it will live for 24 hours. Once the snap sent directly to a friend is viewed or a snap has been in your story for 24 hours, it is (supposedly) gone forever.
You’ve probably seen your teenager using Snapchat, but is it right for your business?
Snapchat On-Demand Geofilters
Now is the time to realize the value and ROI of all social media platforms, especially Snapchat. The new on-demand geofilters from Snapchat are underutilized at the moment and are a great way to enter and monetize the Snapchat market before it becomes over-saturated.
Similar to the community filters discussed below, on-demand geofilters are a design you can overlay onto a photo or video you take on the app, but they are only available when you are in a certain location. Brand logos and trademarks are permitted, unlike with free Community geo-filters, which are meant for public places.
On-demand geofilters can be created for your shop, an upcoming sale in a brick and mortar store, a business conference, etc. Once you’ve created the graphic, you draw a geofence around the area you would like users to have access to the filter and choose a date range you would like the filter to be available. Your geofence must be between 20,000 and 5,000,000 square feet and can run for up to 30 consecutive days. Pricing is based on the size of the geofence and how long you want it to run. However, the prices are very reasonable at about $5 per 20k square feet, per hour.
The best part about Snapchat’s on-demand geofilters? You are receiving deep impressions. This isn’t a banner ad or a Facebook post where you aren’t sure if someone actually saw your ad. These filters appear directly in the app in front of the consumer and are sent friend to trusted friend. After your filter is done running, you can view metrics such as uses and views.
One of the great things about Snapchat is that they don’t sit back and coast; they are constantly innovating their product at a rapid pace. In addition to the on-demand geofilters mentioned above, they have also recently introduced the following:
Snapchat Community Geofilters
Like, on-demand geofilters, community filters are based on geographic location. However, these filters are free to submit, do not have a timeframe and brand logos are not allowed. These filters are used for cities, universities, local landmarks or other public locations.
In February 2016, Snapchat started offering animated filters that can be applied to selfies. Ten free lenses are offered a day and the lineup changes daily.
Discover consists of different content “channels” from top publishers, like CNN and National Geographic, where each publisher posts a selection of new stories daily. Snapchat users can consume the news without ever leaving the app, which is paramount based on a recent Deloitte study claiming that Millennials are now more likely to catch the latest news in their social media feeds over TV.
Snapchat Chat 2.0
Launched a couple of days ago on March 29, Chat 2.0 is meant to emulate face-to-face conversation. In addition to just messaging friends on the app, you can now video/audio chat or send a video/audio notes or a sticker. All without ever leaving the app.
The addition of more than 200 stickers comes on the heels of the announcement that Snapchat acquired Bitstrips, the maker of personalized avatar stickers called Bitmoji for $100 million.
With this update, Snapchat also introduced Auto-Advance Stories. Now, when you finish watching a friend’s story, the next one begins to play automatically. Promising a higher view rate on stories.
Is your business ready to venture into Snapchat?
We suggest checking out top brand Snapchats, such as Taco Bell (tacobell) or Buzzfeed (buzzfeed). Taco Bell is constantly innovating on Snapchat, providing their 250,000 followers (Feb 2016) with interactive snaps, including polls and surveys, iSpy games, emoji guessing games and Valentine’s Day eCards users could screenshot and send to their own valentines. Although not recently reported, Taco Bell in the past has seen an 80% open rate with 90% of those users viewing the snap in it’s entirety. On the other hand, Mashable does an excellent job sharing compelling narratives on Snapchat, from covering live events, reviewing technology, reimagining site content to tours of NYC museums. Before your brand joins Snapchat to reach the millennial audience and achieve guaranteed consumption, experiment with your own personal account first.