Geofilters to Revamp the Snapchat Business Model

April 4, 2017


Snapchat is hitting the headlines again and this time it’s because of its new feature: geofilters. All set to change the face of its business model, this feature is not only new and exciting - given the new Snapchat interface - but is also very promising in its operations. This feature has brought Snapchat back into the business game and is expected to have a major impact on the online marketing world.


With regard to its features, Snapchat is the most innovative social media platform by far. The Snapchat ‘Stories’ feature, which forms the basis of the app, has been copied by all major platforms including Instagram, Whatsapp, and Facebook. 


Introduction of Geofilters


Snapchat’s geofilters are the next best thing to happen to the social media world. It is easy to handle and super fun to use. Geofilters provide image tags that show your location in a clip art-based image format. Snapchat has also introduced a new feature: the on-demand geofilter. This feature has been made accessible to everyone, including the common public. This has given everyone the opportunity to be able to make a new geofilter if they have any ongoing event and wish to promote it on the platform.


According to the submission guidelines by Snapchat, there are two types of geofilters:

- A personal geofilter is one that does not include any branding, business names, marks and logos, and doesn’t promote a business or a brand.  You might submit a personal geofilter to celebrate a birthday or graduation, for example.

- A business geofilter is the one that promotes a business or a brand.

The on-demand custom geofilter is also available to businesses. They can promote their brand using these geofilters and connect on different level with their audiences.


Effective Use of Geofilters


In 2015, custom geofilters were made available to businesses and there have been a lot of successful users of this feature since then. It has been used to a great extent and has reaped heavy benefits for most brands, if not all.


McDonald’s was among the first few brands to take up this feature and set up its very own custom geofilter. They also used these geofilters for their advertising campaigns. They now own a few geofilters that are used by tons of people who visit their tens of thousands of outlets in the U.S. The use of the geofilter was a huge success for McDonald’s in their advertising and marketing spectrum.


Snapchat geofilters can be a great market investment. They also bring up the possibility of the filter going viral or a post related to the filter going viral. Geofilters are also one of the best ways to engage and promote a business among audiences organically.


At the end of 2016, Snapchat had a very strong user base of around 150 million users; this definitely would have grown a lot more in the three months that has passed in this year. There has also been a considerable rise in the user base with many early adopters.


After hearing about such a large customer base and a heavy percentage of daily active users, it is irresistible for any business to not target such a budding platform in their marketing campaigns. Also, according to a few bloggers, the geofilter is all set to flourish exorbitantly in the digital marketing field. So if you’re not taking advantage of this feature, you are definitely missing out on a large spectrum of business opportunities.


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