Snapchat is making it easier for brands and ordinary users to create their own customised Geofilters on the platform.
Geofilters are activated based on a users’ location and give them the option to overlay a still sticker-type image on their selfies and pictures. Previously they were only available as part of an on-demand service, but now the messaging app has created a basic design template so that anyone can create them.
While individuals have been using the feature to personalise snaps from weddings, birthdays and other special occasions, it is also becoming more popular among brands. The format is much less pricier than Snapchat Lenses, or video ads which appear on its Discover platform or inbetween Stories, with prices starting from as little as $5.
Advertisers like Nationwide, Ribena and Adidas have already used Geofilters in the UK, and users are viewing images and videos with Geofilters overlayed on to them over one billion times daily according to the company; double the previous 500 million figure Snapchat disclosed earlier this year.
The messaging app, which has 150 million daily active users (DUAs), has been scaling up its advertising offering of late, introducing a raft of new feautres for brands and eyeing behavioural targeting.