Snapchat Geofilters: Essential Strategies for Marketers in 2024

Snapchat geofilters are artwork users create to represent a specific location, like a landmark, a city, a university, a business, or an event. This can be a fun way for brands to create a sense of community and increase their user exposure.

They can be used by other Snapchat members as overlays when they submit their snaps. Think of Snapchat geofilters as enhancements for snapshots that tie the image to a specific location.

This is a particularly popular strategy for hospitality brands and experiential companies like tourist attractions. Ultimately, the goal is to allow Snapchat users to advertise your brand to their friends without you having to do anything.

Here’s everything you need to know.

What are SnapChat Geofilters?

SnapChat geofilters come in two varieties. These are:

1. A free version called the SnapChat Community Geofilter can be created by anyone in the SnapChat community who follows the guidelines.
2. A paid version called the Snapchat On-Demand Geofilter, which individuals or businesses sponsor to promote themselves, their location, brand, products, services, or an event.

Let’s take a look at each in turn.

What are SnapChat Community Geofilters?

Businesses (except schools) cannot submit a SnapChat Community Geofilter. They must submit an On-Demand Geofilter instead.

The SnapChat guidelines for creating a Community Geofilter do not allow logos or trademarks, except a university or school logo.

A school logo may be used as long as an official representative of that educational organization submits the Community Geofilter. They must prove to the SnapChat administration team that they have the authorization to submit.

Beyond schools and universities, anyone in the SnapChat community can submit a SnapChat Community Geofilter, as long as they are not a business.

SnapChat administration reviews all submissions of SnapChat geofilters, and either approves or rejects them. If SnapChat rejects a Community Geofilter, there is no explanation given as to why the rejection occurred or how to improve the submission.

This makes it a guessing game for those making SnapChat geofilter submissions.

Guidelines for Snapchat Community Geofilters

Snapchat uses the following guidelines when deciding whether to approve or reject a submission:

• Define the Area – Areas are identified by a “geofence.” This designates the boundaries of the area.
  
• Focus on a Specific Local Area – Limit the area covered by the geofence to a small place. Do not use a province, state, or country as the geographical area, as those geofilters will be automatically rejected.
  
• Choose an Active Public Place – A good geofilter is where SnapChatters are likely to visit and make snaps to submit on Snapchat. It can be a specific neighbourhood, a landmark, or a non-commercial venue that naturally attracts visitors.
  
• Submit Only Original Graphics – To avoid copyright problems, SnapChat only accepts original graphics for geofilters, which are submissions from the creators of the graphics—the creators of the graphics permit the use of them on Snapchat without compensation.
  
• No Photos or Hashtags – Geofilter submissions with photos or hashtags receive an automatic rejection.
  
• Visually Exciting – Make sure the graphic is attractive and interesting. Also, ensure it does not take up a large portion of the screen. This is because it will be an overlay that goes on top of the photos submitted by SnapChatters.
  
• Placement on the Screen – Consider how a photo will look with the geofilter overlay. A geofilter in the centre of the screen is not a good one. Most geofilters are at the bottom of the screen. Approval by SnapChat is less likely when they are in the upper corners.
  
• Relevance – This characteristic makes other SnapChatters want to use the geofilter.
  

What are SnapChat On-Demand Geofilters?

Since people and businesses pay for On-Demand Geofilters, the rules are quite different. Nevertheless, SnapChat reserves the right to reject any On-Demand geofilters that it finds unacceptable for the SnapChat community according to its guidelines.

There are two types of On-Demand Geofilters, which are:

1. Personal On-Demand Geofilter – These are paid geofilters used to promote a personal event or party, such as a sweet sixteen party, a wedding, or a birthday party. They are good for a private location such as a home. They can appear on Snapchat for up to thirty days. They cannot advertise a business or use any trademarks or logos.
   
2. Business On-Demand Geofilter – These are paid geofilters used to promote a business, a product, a service, or a commercial event. They also can place an advertisement over a public space, such as a city park.
   

On-Demand Geofilter Guidelines for Businesses

SnapChat has specific rules that businesses must follow to have an On-Demand Geofilter approved?

Here is a summary of the guidelines for businesses:

• Businesses must have the authorization necessary to use any logo or trademark.
  
• Content must be original and not violate any copyrights of others.
  
• On-demand geofilters exist for a maximum of thirty days.
  
• The geographical location covered is determined by setting up a geofence. The area must be a minimum of at least 20,000 square feet. The maximum area is 5 million square feet.
  
• No photographs of people are permitted.
  No telephone numbers, email addresses, or website URLs are permitted.
  
• No content that relates to drugs is permitted. Alcohol requires case-by-case approval.
  
• The geofilter needs to be relevant, not cover too much of the screen, and something SnapChatters would enjoy sending to friends.
  

When SnapChat rejects the submission of an On-Demand Geofilter by a business, SnapChat gives information about why the rejection happened with suggestions for improvement and resubmission.

Pricing for On-Demand Geofilters

The pricing depends on whether the On-Demand Geofilter is a personal one or promoting a business. The cost also depends on the size of the geofence, the dates and times the geofilter will run, and for how long it will run.

To get a price quote, first have a SnapChat account, and then go to the pricing page for geofilters. Enter the times and dates for the geofilter to run and location information about the geofilter to get a quote.

Technical Information About Geofilters

Of course, for your SnapChat Geofilter to be approved, it has to be in the correct format and meet certain technical standards.

Here are the technical details of how to create a geofilter and how to submit one.

All geofilters have these technical specifications:

• PNG File Format – Geofilters are transparent image files in the .png format only (no gifs or jpegs). They are optimized for web usage. When creating one, choose the settings of 1) .png file format of PNG-24, 2) transparency, and 3) “save for web.”
  
• Dimensions – The PNG must have a height of exactly 1920 pixels and a width of exactly 1080 pixels.
  
• File Size – The PNG file size must be less than 300 kB.
  

Creation and Submission of Geofilters

Once you’ve created your artwork and exported it to a PNG file using the above standards, it’s time to submit your Geofilter to Snapchat. The process for doing this is slightly different, depending on which type of GeoFilter you’d like to submit.

Let’s take a look at the steps for each.

Steps to Create and Submit Community Geofilters

1. Already have a Snapchat account or register for a new one by downloading the app. You will need a smartphone with either the iOS or Android operating system.
   
2. This is the webpage to use to create and submit a Community Geofilter.
   
3. An Adobe Illustrator template and an Adobe Photoshop template are available for download to make it easier to create a geofilter.
   
4. Use the interactive map to select the geofence area.
   
5. Upload the image.
   
6. Fill out the submittal form information and click submit.
   

How to Use Snapchat Geofilters for Business

With a Community Geofilter, there is a pride of recognition because the SnapChatter who created it is identified. In this way, the geofilter is similar to graffiti tagging in the real world.

When a particular geofilter becomes popular, it is like making your mark on that part of the Snapchat digital world.

Some businesses that pay for On-Demand Geofilters found unique ways to use them. SnapChat has a policy of allowing On-Demand Geofilters that follow its submission guidelines to show up on the geofence area that includes a competitor’s business.

This allows a business to put its geofilter ads directly in front of the eyes of its competitor’s customers.

Another interesting use of On-Demand Geofilters came from advertising agency 180LA. They used them to poach talented employees from competitors in Northern California and entice them to relocate to Los Angeles.

Since SnapChat allows such geofilter “wars,” there will probably be much more of this occurring.

Start Using Snapchat Geofilters Today

Community Geofilters keep SnapChatters engaged by both promoting themselves and promoting Snapchat.

With On-Demand Geofilters, Snapchat found a clever way to monetize its massive daily traffic.

It sells little monthly slices of the geographical areas in a non-exclusive way that gives businesses promotional opportunities and lets competitors target each other’s businesses.

Snapchat Marketing Statistics and Demographics

Some key stats about Snapchat’s audiences and marketing potential:

• It has over 90 million daily active users, primarily between ages 13-34 years old (63% under 25)
  
• Users spend an average of 30+ minutes per day on Snapchat.
  
• Snapchat reaches over 75% of 13-34 year olds and 90% of 13-24 year olds in the US.
  
• Vertical video ads on Snapchat have up to 9x more completed views than horizontal mobile video ads.
  
• Snapchat advertising yields a return on investment 15 higher than other social platforms on average.
  
• Geofilters are shared 40 million times daily, appearing on over 75% of Snapchat.
  

These statistics indicate Snapchat’s strong appeal among younger demographics, high engagement levels, and marketing success – ideal conditions for geofilter campaigns.

Geofilter Design Best Practices

When designing custom Snapchat geofilters, follow these guidelines:

• Optimal image size 1080×1920 pixels for full-screen vertical mobile view
  
• File size limited to under 1MB
  
• Text should be minimal (under 34 characters ideal), large, and high contrast
  
• Include brand logos and icons, but don’t crowd the design.
  
• Use colours that pop on varied photo backgrounds.
  
• Design with a focal point aligned top or bottom 1/3 horizontally.
  
• Prepare versions for both 40% and 80% image areas.
  
• Check the design on a mobile device to ensure it renders well.
  

Examples of Effective Snapchat Geofilter Campaigns

Some brands that have successfully used geofilters for marketing include:

• McDonald’s – Promoted new menu items on geofilters targeted near stores. It drove 34 million views.
  
• Spotify – Partnered with artists to launch geofilters during concerts and festivals, driving high engagement.
  
• North Face – Created geofilters to overlay perfectly on outdoor adventure snaps, increasing visibility.
  
• HBO – Developed custom filters for shows like Game of Thrones with catchphrases and character imagery.
  
• Starbucks – Offered unique geofilters for holidays and seasonal drink launches. Filters were shared over 40 million times.
  

Step-by-Step Guide to Submitting, Getting Approved, and Managing Snapchat Geofilters:

1. Submission:

• Choose your Geofilter type: Decide between a temporary (24 hours or 30 days) or permanent Geofilter based on your needs and budget.
• Design your Geofilter: Use Snapchat’s Geofilter template or a graphic design tool to create your visual, ensuring it adheres to size and format guidelines.
• Define your geofence: Choose the specific location where your Geofilter will be active using a radius-based geofence or drawing custom boundaries.
• Set your pricing: Consider your budget and campaign goals when setting the price for your Geofilter.
• Submit your Geofilter: Head to https://ads.snapchat.com/ and navigate to “Create Campaign” > “Geofilters.” Upload your design, define the location and duration, and submit for review.

2. Approval Process:

• Review time: Expect a review period of 1-3 business days for temporary Geofilters and up to 5 business days for permanent ones.
• Approval criteria: Ensure your Geofilter complies with Snapchat’s community guidelines, avoids copyrighted material, and doesn’t promote illegal activities.
• Rejection and revisions: If your Geofilter gets rejected, review the feedback and make necessary changes before resubmitting.

3. Management and Performance:

• Track performance: Monitor key metrics like impressions, uses, and shares within the Ads Manager dashboard.
• Optimize your Geofilter: Based on user engagement, consider A/B testing different designs or adjusting the geofence location.
• Extend existing Geofilters: For temporary Geofilters, choose to extend their duration if they’re performing well.
• Schedule future Geofilters: Plan upcoming Geofilters for special events or promotions and submit them in advance for approval.

Additional Tips:

• Utilize high-quality visuals and clear branding in your Geofilter design.
• Keep your geofence targeted and relevant to your desired audience.
• Promote your Geofilter on other social media platforms to encourage usage.
• Consider partnering with a marketing agency experienced in Snapchat Geofilters for expert guidance and campaign management.

Remember: Be patient during the approval process and ensure your Geofilter adheres to all guidelines for a smooth experience. By following these steps and adapting them to your specific needs, you can successfully submit, manage, and optimize your Snapchat Geofilters for impactful marketing campaigns.

Sponsored vs. Community Geofilters: Weighing Costs and Recommendations for Smart Marketing

Choosing between Sponsored and Community Geofilters on Snapchat hinges on your marketing goals and budget. Here’s a detailed comparison to help you decide:

Sponsored Geofilters:

Cost:

• Pricing: Variable, based on duration (24 hours to 30 days), location size, and number of impressions purchased. Generally more expensive than Community Geofilters.
• Minimum spend: Requires a minimum daily or campaign budget, making them less suitable for small-scale or budget-conscious campaigns.

Benefits:

• Targeted reach: Target specific locations (down to neighborhoods), demographics, and even specific events, achieving maximum relevance to your audience.
• Advanced analytics: Access detailed usage data like unique views, shares, screenshots, and user demographics for precise campaign measurement.
• Flexibility: Include calls to action, links to websites, or promote specific products/services directly within the Geofilter.
• Branding control: Utilize your full brand identity including logos and trademarks, ensuring consistent brand representation.

Recommendations:

• Suitable for large-scale marketing campaigns, national brands, or businesses targeting specific events or demographics.
• Ideal for driving website traffic, promoting specific products/services, or increasing brand awareness in targeted locations.
• Consider partnering with a marketing agency experienced in Snapchat advertising for optimal budget allocation and campaign management.

Community Geofilters:

Cost:

• Free: No upfront cost, ideal for budget-conscious businesses or individuals.
• Limited targeting: Geofenced to larger areas like cities or regions, with no option for demographic or event targeting.

Benefits:

• Easy creation and submission: Quick and straightforward process, ideal for short-term promotions or local initiatives.
• Organic reach: Can potentially reach a wider audience organically if users share them widely.
• Brand awareness: Still promotes your brand name and visual identity within the designated location.

Recommendations:

• Suitable for small businesses, local events, or individuals looking for budget-friendly brand promotion within a specific area.
• Ideal for building local brand awareness, promoting community engagement, or creating user-generated content.
• Consider partnering with local influencers to design and promote your Community Geofilter for wider reach.

Choosing the Right Filter:

Ultimately, the best choice depends on your specific goals and budget:

• For targeted reach, detailed analytics, and advanced features, opt for Sponsored Geofilters despite the higher cost.
• For low-cost brand awareness or local promotion, Community Geofilters offer a budget-friendly option with organic reach potential.

Consider combining both types in your marketing strategy:

• Use Sponsored Geofilters for targeted campaigns during peak seasons or specific events.
• Utilize Community Geofilters for ongoing brand awareness and local engagement throughout the year.

Remember, regularly analyze the performance of your Geofilters regardless of type, adjusting your strategy and optimizing your budget allocation for maximized campaign success.

Snapchat Geofilters FAQs

Q: How much do Snapchat geofilters cost?

A: Self-serve filters start around $5 daily, while custom designs cost $500+.

Q: How long does it take to create a custom geofilter?

A: Around 1 week if you develop in-house, or as little as 1-2 days with a design agency.

Q: Can I make an unlimited number of geofilters?

A: You can have 3-5 geofilters live per brand at once before they start competing.

Q: How do you target and track performance?

A: Target by geographic radii or custom map outlines. Track views and shares within Snapchat Analytics.

Snapchat Geofilters Conclusion

Snapchat geofilters represent a creative marketing opportunity for brands to provide value and engagement on the visual social platform. Tailoring branded filters for key locations and audiences drives discovery, reach, and interactivity. When paired with advertising and a strategy for amplifying beyond just Snapchat, geofilters enable brands to convert Snapchat’s highly engaged users into loyal fans and customers.

If you want help with any aspect of your digital marketing strategy, contact ProfileTree today.