What Happened: Snapchat just added a new feature called geofilters that allows users to label their “snaps” with the location of the photo. To access this new feature, you must first enable location services for Snapchat, which promised in a blog not to store. If you then swipe right from the preview screen after you take a photo, a text or graphic sticker will be overlaid on your photo. So far, Snapchat is testing this for locations in New York and Los Angeles. During the World Cup, the app offered geofilters for locations in Rio de Janiero, TechCrunch reports.
What This Means for Brands: While Snapchat told TechCrunch that geofilters are just really fun and “we are excited for people to discover them,” there is clearly already a connection with businesses in mind. Besides hearing Vance Joy singing about being taken away to the dark side, Snapchat’s video spends an inordinate amount of time showing a couple frolicking through Disneyland, two women shopping at SoulCycle and a woman taking in LA’s Getty art museum. Already, in this pilot stage, the possibilities here for companies, national parks and monuments, city tourism operations and any operation with a physical location for that matter are very apparent — particularly when targeting Millennials, expected to be the app’s main demographic. How to monetize it? Snapchat could charge for hosting the location graphic or connect a fee with how many times the location gets used in a photo. Evan Spiegel may soon be able to take a snap at that revenue stream he’s been looking for.
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Snapchat Promo on Geofilters
Snapchat Demonstration of How to Use Geofilters