If you're like a lot of older Millennials, Snapchat seemed like it came out of nowhere.
Wildly popular among teens and college students, this image-based messaging app offers creative tools for smart marketers to reach out and make a connection with their audiences.
Two popular features on Snapchat's self-serve advertising platform are sponsored geofilters and sponsored “face lenses.”
These can get a lot of great engagement from young millennials and Gen Z teens, many of whom spend as much as 30 minutes every day using the app.
Sponsored geofilters are creative overlays, which people can put onto their snaps at certain locations.
For example, McDonald's has a sponsored geofilter users can apply if they're inside one of the restaurants.
Sponsored lenses are similar — cute, fun overlays created by brands.
Cadbury created a popular one this last Easter season, and many other top brands have done similar things, with great results.
It's a great way to boost brand awareness. In a recent post, AdEspresso explains exactly why Snapchat filters and lenses are such valuable tools for advertisers.
Why use Snapchat Filters + Lenses?
Since their debut in the world of Snapchat Advertising (in 2014 and 2015), sponsored Geofilters and Face Lenses have been so seamlessly integrated into the app experience that they’ve in many ways become Snapchat’s killer feature. The resulting millennial user base and high daily engagement in the app have transformed it into an amazing marketing platform. In fact, AdWeek reports that users send more than 3 billions of snaps a day, with the average user spending around 30 minutes a day in the app.
But at the end of the day, the most compelling reason to use them is simply that they’re fun. Brands have the opportunity to explore a more irreverent side of their image, while users can experiment and play with a brand’s image, quite literally.
As Jason Stein, CEO of Laundry Service states:
“It’s funny because you don’t think of a goofy taco face as a premium ad buy; you’d probably think of a beautiful HD video. But they’re really fun and I don’t think you can point to many types of ads and say ‘wow, I had a fun time with that ad.’ And in having fun, people are becoming brand ambassadors for you, sending it to all their friends with your brand on their face.”
With Snapchat lenses and filters, not only do users get to engage with your brand, the effect of this engagement is multiplied by social sharing, significantly increasing your organic reach.
Snapchat is also a key way to generate brand awareness. You might want to let a younger audience know more about what your company does and appeal to their interests, even if it’s an abstract corporate brand. Even if Snapchat users aren’t necessarily your target audience, the multiplier effect of social sharing can help you organically reach your desired audience, whether they be investors or consumers.
One of the best examples of this is General Electric’s 2015 Geofilter campaign at airports and train stations nationwide during the holidays.
With over 4.7 million people using the filter and informing their friends and family of their travels, users were able to learn about GE’s overlooked contributions to transportation infrastructure. While this might seem like a dry topic to pursue in the name of brand awareness, Snapchat made sharing their travels fun and informative to others.
Whether you’re a new brand trying to increase awareness among millennials, or a well-established brand trying to promote a new product, Snapchat filters and lenses are essential tools to get users to actively experience and interact with your brand.
You can learn more about how to use Snapchat geofilters and lenses over at AdEspresso.
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