snapchat on-demand geofilter guidelines 2016 · about great storytelling — our stories, and...

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Snapchat On-Demand Geofilter Guidelines 2016

Ad Type: On-Demand Geofilters: Used to promote brands or businesses.Snapchat On-Demand Geofilters let you design custom filters people can use on their snaps based on custom location that you define. This is a great tactic to reach people in a specific geographic area and have them spread the word about your event or business with their friends through photos/videos.

Pricing:Cost depends on a few factors including the size of the Geofence and how long you want it to run. Today,Snapchat charges about $5 per 20,000 square feet of coverage.

Example - Dinkytown, University of Minnesota - 4 square city blocks (681,478 Sq Ft) + 12 hours = $102.22 (see screenshot below).

On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States.(1)

Over 100 million people use Snapchat every day to Snap with family, watch Stories from friends, see events from around the world, and explore expertly-curated content from top publishers. Snapchatters watch over 10 billion videos per day, which is more than a 350% increase in the last year alone. In short, Snapchat is about great storytelling — our stories, and yours.

On-Demand Geofilters help brands amplify their message on campus and deliver incredible engagement for advertisers.

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On-Demand Geofilter AD Specs:1) Please submit a web-optimized, transparent PNG (PNG-24)

2) PNG should have a width of 1080 pixels and a height of 1920 pixels

3) PNG must be 300KB or less

4) Design cannot use photographs of people, URLs, phone numbers, hashtags, or emails

5) Snapchat suggests you only use the top or bottom 25% of the screen so Snapchatters can still see their original picture behind your filter

(1) Source: Nielsen Media Impact, Reach Duplication, Nielsen Total Media Fusion/GfK MRI Survey of The American Consumer 9/1/2015 – 9/30/2015 (Television, Internet, and Mobile

Geofilter Area


Use Cases: How you can use Snapchat to reach college students on campus 1) Create an On-Demand Geofilter for your event on campus. This can encourage students to send out

snaps at the event using the branded geo-filter.

For example, let’s say a makeup brand is giving away free product at a tabling event during the first day of classes. Students would be likely to snap the free product they just received and could brand that interaction using the On-Demand Geofilter.

2) Create an On-Demand Geofilter for your service. Certain types of businesses could benefit from having a geofilter to showcase their work quality via snaps.

For example, a tattoo artist could have a filter for their parlor that customers could apply when “snapping” their new tattoo.

Location-specific filters can promote Snapchat engagement while extending the reach of your brand. Dunkin Donuts is an avid user of the seasonal geofilter:

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Requirements & Considerations

1) You must have the necessary rights and permissions to include any business names, marks, logos, or trademarks and you must also supply a business name while purchasing the filter.

2) Must provide exact time and location for Geofilter to be applied.

3) Creative must be submitted 10 business days before activation. This provides a few days for edits should the initial Geofilter be rejected for any given reason.

4) On Demand Filters cannot be purchased greater than 30 days in advance.

5) Special events and areas are subject to being blacked out. (e.g., Twin Cities Pride had over 20 million square feet blacked out for availability)

6) Planning ahead is a must, Snapchat can and will decline filters if other filters have already been purchased in that area.


FAQ

Q - What is a Snapchat Filter?

A - It is a custom creative design overlay that users can apply to their “snaps’.

Q - What is a “Snap”?

A - A Snap is like a “post.” A snap can be a picture or a video. It is taken in the app and then sent to friends, added to your Story, submitted to a Local Story, or all of the above.

Q - What’s the difference between a Story, Live, and Discover?

A - • Story: A Snapchat story is a string of snapchats that is live for 24 hours. Anyone can add any

personal snap to their own story for their followers to see by swiping right and selecting “Add to my story.”

• Live: Snapchat’s Live feature is a public story typically based on event or location. Any Snapchat user can submit a Snapchat to a Live story to which they’re in proximity. Once a photo is taken, swiping right will reveal the option for users to send that photo to friends, upload it to their personal story, or submit it to a Live story.

• Discover: Snapchat Discover is a grouping of unique channels for select publishers. Each channel publishes daily editorials that refresh every 24 hours. With outlets like Mashable, CNN, The Wall Street Journal, Vox, and Buzzfeed (to name a few), Discover is a great resource for daily news.

Q - When you should a brand NOT use Snapchat Geofilters?

A - Really think about if it makes sense for your brand contextually and if aligns with your overall campaign strategy. Use it for higher funnel strategy for driving awareness/branding, not efficient for driving traffic, leads or conversions.

Q - How come the price for geofilters varies so much?

A - Snapchat geofilter pricing is built using an internal pricing structure that takes into consideration a variety of factors including population density. A local campus bar that holds a couple hundred people will be priced much more affordable than a college football stadium on game day. Think about what locations might be best for your brand and your budget.

Q - Can I use Snapchat to drive traffic to my website or get conversions?

A - Snapchat is not a tool for driving web traffic, clicks, or other conversion based metrics. Use Snapchat as a way to build buzz and creatively engage with your brand.

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FAQ CONTINUED

Q - So how can results be measured?

A - Snapchat is still a new and evolving platform. But you can learn a lot about your audience by understanding the way they view your brand’s story

• Unique Views: The number of users who opened up the first frame of your Snapchat story for at least a second. Find your brand’s unique views by looking at the number of users who opened the first snap in your story.

• Total Views: If your story has multiple snaps in it, Snapchat will tell you the number of users who completed viewing your entire story. To see this, look at the number of users who viewed the last snap in your story.

• Screenshots: Snapchat shows users how many users took a screenshot of their Snapchats. As mentioned earlier, these screenshots can be utilized as a engagement tool.

Q - What type of reporting is provided?

A - Campus Media Group will provide two primary reporting metrics within 5 days after the Geofilter has expired. The total number of Geofilter uses and views

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snapchat on-demand geofilter guidelines 2016 · about great storytelling — our stories, and...

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