Edelman Digital

Edelman Night Cap SXSW

Why Snapchat Is Important Right Now and How Your Brand Can Become Active Today



With more than 60 percent of U.S. 13 to 34-year-old smartphone users being active on the mobile creative technology, it’s no surprise that Snapchat, which only requires one tap anywhere on the screen for a user to consume content, has been fully embraced by this on-the-go demographic.

Snapchat recently released an incredible statistic that the platform has hit 8 billion daily video views; it is the easiest way to consume content. Snapchat is no longer an “emerging platform” but is a “now” platform. In addition to being a mobile creative technology, Snapchat allows brands to showcase their real-time presence at real-time trending events through earned accounts. Brands are leveraging the best Snapchat storytellers, not just influencers with reach, as newscasters at these events. These storytellers understand how to speak authentically (and quickly) through the platform and utilize the mobile creative technology elements such as drawing, text, emojis, and lenses. Coca-Cola and McDonald’s are examples of brands enlisting these newscasters to document their presence at events such as the Sundance Film Festival, NBA All-Star Game and Daytona 500. Most importantly, having a presence at these events helps brands demonstrate they are constantly relevant to their audiences.

Snapchat has offered paid opportunities since October 2014; however, the initial pricing has not been within the reach of most brands. The most popular opportunity has been sponsored geofilters, which allow a branded overlay to appear on top of an image if a Snapchat user is within a designated geofence.1

At the end of February 2016, Snapchat released On-Demand Geofilters, a complete self-serve tool that allows anyone to create a sponsored geofilter for a location less than five million square feet. Previously, marketers would have to work directly with a Snapchat representative to block off large locations (such as cities or events), the inventory was generally limited and pricing ranged anywhere from $100K or more depending on the date, duration and location of the activation.

With On-Demand Geofilters, any marketer can create a branded geofilter for any brand sponsored event. If you are a brand looking to tap audiences at an event, this is the most efficient and creative way to capture their attention – especially since the average Snapchat user spends an average of 25-30 minutes in the app per day. We recently created an on-demand geofilter for Edelman’s the 6th annual #EdelmanNightCap event during SXSW in Austin, TX.

I predict that within two to three years, most major and local events will have their own custom branded geofilters running. Most importantly for Snapchat, these on-demand geofilters (less than five million square feet) will serve as a gateway for brands to further explore opportunities on the platform in which the geofence covers an entire city or nation.

Below is an example of the process to creating a branded geofilter:

  1. Log into Snapchat’s on-demand geofilter web portal
  2. Download Snapchat’s geofilter templates and review the submission guidelines (Note: strictly adhere to the guidelines or the filter may not be approved by Snapchat’s internal team)10 edited 10
  3. Design your custom filter in Photoshop or another design platform and upload it onto the web portalmatt 1
  4. Select the date, time and duration the filter should run (Note: there is a 30 day maximum runtime)matt 2
  5. Designate the exact area you would like to geofence for the filter to appear using Snapchat’s Google Maps integrationmatt 3
  6. Review and confirm your ordermatt 6 edited
  7. Once submitted, Snapchat will review the filter and approve as appropriate and you will receive a notification when the filter is live via email
  8. The filter will appear while visitors are within the designated geofence during the duration of the campaign
  9. Track and analyze the metrics for your filter on the dashboard to inform future campaigns


Matthew Stanton works on the Emerging Media & Technology team for Edelman Digital Global. He is based in Los Angeles.

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