Monetizing Snapchat: Using Geofilters to Market Your Business - Quicken Loans Zing Blog

Millennials are pushing for a new way to engage with marketing content, allowing social media to emerge as the new frontier. To embrace this emerging group of visually driven people, it can be beneficial to look to new forms of technology to become more socially engaged with clients.

Using Snapchat to Connect With Your Clients

Snapchat can increase your engagement with the millennial or technologically savvy home buyer. First launched in 2011 as a way to send photos without committing to a permanent Facebook or Instagram post, Snapchat is a messaging app that allows users to send pictures and videos, called snaps, for a specified time limit between one and 10 seconds. You can send these photos or videos directly to specific friends and contacts, or make a “story” that’s viewable by anyone in your Snapchat contact list. This specified time limit ensures you have your targeted audience’s attention.

Why You Should Use Snapchat

Snapchat has evolved since its inception and transformed into the top social network, engaging with 41% of all 18-34 year olds on any given day. Visuals are very impactful as a method of advertising, and creating an eye-catching picture or video is a great way to reach a potential client. With 100 million daily users, Snapchat now offers more opportunities for you to tell your professional story to a new audience of socially engaged clients and partners.

First Steps

To set up an account, first download the free app in the app store (for Apple) or Google Play Store (for Android). Launch the application and tap “sign up” to enter in your information. After that, create a unique username and verify your phone number. The last and most important step is adding friends and contacts.

Now that you have established your account, you’re ready to begin snapchatting. To send pictures on the app, simply use your phone’s camera and push the arrow on the bottom right side to select from a list of friends or to send the snap to your story.

The Geofilter

To liven up a user’s snaps, Snapchat created geofilters, which are overlays that pop up if you enable location services. You can acccess thousands of unique geofilters from around the world if you swipe to the right after taking a photo or recording a video.

These became so popular that Snapchat launched on-demand geofilters to allow users to create and customize their own geofilters. On-demand geofilters are created by users for business or private event needs. There is a fee, but pricing starts at only $5.

Once you reach the site, you’ll be prompted to log into your Snapchat account and read the guidelines for submission. From there, design your unique filter using an image editor such as Adobe Photoshop, Adobe Illustrator or Canva. The filter you create can feature branding images, business names, logos and other promotional content. You can preview your filter to see what it would look like to other Snapchat users.

The next step is selecting a location for the filter by inputting the area on a map where you want to feature your filter, like an open house or your office. The area you choose must be larger than 20,000 square feet (the site will indicate the size of the area you choose). After you select an area, select the desired date and block of time you want your filter to be available. Depending upon your price range, you can make your geofilter available to users for one hour on a specific day, for multiple hours, or for longer than a week.

Finally, submit your design to the Snapchat team, who will review it within one business day. You can purchase Snapchat geofilters for a single event or to be accessible to users within an entire neighborhood for any amount of time.

Measuring Success

On the day and time that you paid for the feature, simply take a photo or video and swipe right to access the filters. To really capitalize upon the geofilter and to increase the overall engagement, promote it on your other social media and ask followers to post pictures of their snapchats featuring your filter. You can even visit the dashboard section in Snapchat to review the metrics to see the size of the audience that interacted with your filter.

Increasing Event Engagement

Now that you know how to customize your own geofilter, how can you use it to engage with your followers? One potential use is at conferences and other similar events where you network with potential partners and clients. What better way to reach attendees at your event than creating a customized geofilter so they can help publicize your event? If they share their snapchats on other social networks, your overall reach increases beyond the initial attendees. This is a fun way for event attendees to share the happenings of the event to their followers.

Transform Your Open Houses

Another potential use for this tool is for open houses. Promote home showings by encouraging potential home buyers to take photos using your unique geofilter. This use of the geofilter can increase traffic at a listing and help you reach potential clients through friends of users interacting with your filters. To truly capitalize upon the filter, expand the area to include surrounding restaurants or shopping areas. This expanded area will allow you to capture the attention of Snapchat users unaware of your listing, leading to potential leads or referrals.

Another way to use the geofilter is to create a promotional video tour before the open house. By recording a video or taking photos of the open house and posting them on Snapchat, you capture the attention of interested home buyers before they even step foot in the home you’re showing. An attention-grabbing image or video with limited text is a perfect piece of visual content and promotes your brand’s awareness and engagement.

Find the Right Way to Convey Your Brand

Marketing has evolved drastically within the last decade due to the changes in technology. Challenge the rules for building your network and seek out innovative ways to make connections with potential customers. While your brand might be unique, if you can find a way to differentiate yourself using technology that’s right in your pocket, you’ll have found a useful tool for telling the story of your brand and connecting with your audience.

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