Snapchat Filters: Your Ads on Other People’s Faces

Snapchat Filters: Your Ads on Other People’s Faces

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Following the launch of its ‘world lenses’ feature back in April, we give you a quick, up-to-date run through of Snapchat’s filter options for business and what you will need to launch your own.

How do you get people to advertise your brand on their beautiful faces? There’s no need to pull an Air New Zealand (the brand once paid people to shave their heads and get henna tattoos advertising New Zealand as a destination). Today we have Snapchat.

User engagement on Snapchat is phenomenal; the app’s 166 million users take 3 billion daily snaps, open the app an average of 18 times a day and spend 15 seconds playing with a filter before sending it.

Don’t make the mistake of thinking only ‘fun’ companies can get in on the action. Snapchat is key in generating brand awareness. Even if Snapchat users aren’t necessarily your target audience, the wildfire effect of social sharing can help you reach them – wherever they are. Take General Electric; by creating a filter that allowed 4.7 million customers to share their travels with friends and family one holiday weekend, GE helped people learn more about the company and its overlooked contributions to transportation infrastructure – a fairly dry topic made fun.

The Options

1. Sponsored Filters

Snapchat filters aren’t the afterthought they are in Facebook and Instagram’s copycat offerings. People love them – in many ways, they’ve become the best thing about the app. In terms of marketing, the feature gives brands the chance to explore a more fun side of their image. Brands to get involved with custom filters recently include L’oreal, Taco Bell, General Electric and Netflix.


Loreal Snapchat filter

  24 hour Snapchat filter from L’Oreal

Owner company Snap said it has cut down the process of creating a sponsored lens from eight weeks to six weeks. In certain instances, Snap can turn around a sponsored lens in one to three week by using creative from a lens that has been used before.

2. World Lenses
Having introduced world lenses back in April, Snapchat now extends its fun face-swapping technology to the real world – using augmented reality to turn objects on your camera screen into floating 3-D graphics and presenting brands with a whole new world of opportunities.

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                                                                    Netflix Snapchat world lens to promote new series GLOW

3. Sponsored Geofilters

Perhaps the simplest option, geofilters are a fun way to share where you are through filter overlays – you can create your own or choose from those created by others by simply swiping from left to right after taking a snap. Filters are linked to physical locations and neighbourhoods and can be personal (no branding or business names) or business. On the submissions area of the Snapchat site you can either upload your own graphics or design online. Carefully draw out your geofence, select some dates for your campaign and you’re good to go! Log back in to check in on metrics like impressions.

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Northampton Snapchat geofilter

McDonald’s was the first brand to take it corporate back in 2015 – the fast-food chain paid to make custom filters available to Snapchat users while they were in physical locations. But the feature isn’t just available to companies who are able to pay the big bucks. With on-demand geofilters, small businesses and individuals can also pay Snapchat to create their own custom geofilter in a specific area for a set amount of time – prices start from just a couple of pounds. This could benefit the business in a number of ways. If a location provides a particularly interesting or fun geofilter, people may be more likely to physically go there. If not, the snaps still have the potential to be viewed thousands of times, if not more.

Snapchat is currently adjusting the targeting on sponsored lenses so that advertisers can target by age, gender and the kind of content being looked at. It also allows advertisers to buy a specific number of impressions.

Get experimenting.