03 May The Brilliance of Snapchat Geofilters for Wedding Venues
It’s wedding season, which means that guests are celebrating with their friends, enjoying the day, and invariably taking out their phones to document and share the occasion. But where are those images ending up? Facebook and Instagram, sure. But another big player you might not first think of is Snapchat. With 2.5 billion “snaps” (a photo or video sent on Snapchat) sent each day, rumors of Snapchat’s demise have been greatly exaggerated. In fact, there’s a tremendous opportunity for wedding venues to capitalize on the service’s popularity – without needing to create their own content. It’s called the Snapchat Geofilter and it can help get eyes all over your venue.
How Snapchat Geofilters Work
After a user takes a photo or video but before they send it to someone, they’re able to add a Geofilter – a graphic overlaid on the image – that offers some context about where the snap was taken. For example, in Cape Cod, the Geofilter would include the words “Cape Cod” and a small illustration related to the Cape in some way. Users don’t have to download anything additional to access these special filters. They just have to have their location services enabled in Snapchat, and the filter becomes available to them when they are in a certain geographic location (hence the name “Geofilter”).
Depending on how they were configured, some Geofilters are only available in an area as small as a backyard, and other times, they cover many square miles. For a long time, Snapchat dictated which Geofilters appeared where – until last year, when they introduced self-serve Geofilters, so anyone can make their own and choose the location it will be available at, for a small cost.
Why Wedding Venues Are a Great Fit for Snapchat Geofilters
If you’re responsible for the marketing efforts of a wedding venue, a lightbulb in your head should’ve just lit up. Here’s how you capitalize on this: Make (or hire someone to make) Snapchat Geofilters for some of your weddings – particularly those for couples in their early to mid-20s – that feature the couples’ names and, most importantly for you, the name of your venue. Guests using Snapchat (and there’ll be many of them) will see that there’s a Geofilter dedicated to their friends and overlay it on their snaps. The recipients will see the image, notice the geofilter, and instantly know at which venue the wedding was held. It’s a low-cost way to drive attention, build awareness of your business, and get relevant attention from people who could be your next client.
You could even turn it into a revenue channel for your venue, and make it an add-on service to offer to couples. But maybe start small by testing it with a few clients to see how it performs (and Snapchat will provide performance metrics).
How To Make A Snapchat Geofilter
1. Go to the On-Demand Geofilters section on Snapchat’s website and hit “Create Now.”
2. Select either “Upload” or “Design.” If you choose Upload, you’ll be able to use a Photoshop or Illustrator template to craft a Geofilter, whereas if you hit Design, you’ll be able to build one right on Snapchat’s website. There are many third parties online that design Geofilters if you want something custom but you’re not sure how to make it.
3. Pick a date and time range that you’d like the filter to be available. The longer it’s available, the more expensive it’ll be. It needs to be up only for the duration of the wedding.
4. Pick the boundaries of the Geofilter by plotting points on the map. Remember, guests don’t need to download anything to access this filter. It will simply become available once they are in the appropriate geographic location.
5. Pay with a credit card. Snapchat will send you a confirmation email.
6. If you login, you’ll be able to access payment information, management tools, and – most importantly – performance metrics, so you can see how the Geofilter is performing.
That’s it. At its best, it’s a subtle, inexpensive, far-reaching ad for your venue – but it’s up to the guests to add it to their snaps, so make sure that it’s well-designed and celebrates the couple.