Personal expression has found a new canvas in social media: Snapchat Geofilters. These customizable overlays, tailored to specific locations, have transformed how users interact with their surroundings. From enhancing selfies at iconic landmarks to celebrating community events, Geofilters blend creativity with digital connectivity, offering a glimpse into the cultural zeitgeist of any place. This article explores the evolution of Snapchat geofilters, their impact on user engagement, and their role in modern digital communication.
Snapchat Geofilters serve as playful embellishments and powerful tools for businesses and organisations aiming to connect with local audiences. Whether promoting a special event or boosting brand visibility, Geofilters offer a cost-effective way to reach Snapchat’s vast user base in specific geographic areas. As their popularity grows, so does their potential to influence consumer behaviour and foster community engagement. This article delves into the strategic uses of Geofilters across various sectors and examines how they reshape marketing strategies in the digital age.
Ready? Let’s hop into it.
What are Snapchat Geofilters?
Snapchat geofilters are location-based overlays that users can apply to their photos and videos within a specific geographic area. These filters serve as digital markers that tie content to particular places, events, or experiences, making them valuable tools for personal expression and business marketing.
The platform offers two distinct types of geofilters, each serving different purposes and audiences. Understanding these differences is crucial for businesses planning their social media strategy and budget allocation.n.
Community Geofilters
Snapchat community geofilters are user-generated filters tied to specific locations and typically created by Snapchat users. Users can submit their designs to Snapchat for approval, and if accepted, these geofilters become available for other users to use when they are within the specified geographic area. Community geofilters are a way for Snapchat to involve its users in creating content that reflects local identity and culture.
According to the Snapchat guidelines for creating a Community Geofilter, businesses (except schools) cannot submit a Snapchat Community Geofilter. They must submit an On-Demand Geofilter instead. The guidelines also do not allow logos or trademarks, except a university or school logo, as long as an official representative of that educational organisation submits the Community Geofilter. They must prove to the Snapchat administration team that they have the authorisation to submit.
Beyond schools and universities, anyone in the Snapchat community can submit a Snapchat Community Geofilter, as long as they are not a business.
Snapchat administration reviews all submissions of Snapchat geofilters and either approves or rejects them. If Snapchat rejects a Community Geofilter, no explanation is given as to why the rejection occurred or how to improve the submission. This makes it a guessing game for those making Snapchat Geofilter submissions.
Guidelines for Snapchat Community Geofilters
Snapchat uses the following guidelines when deciding whether to approve or reject a submission:
Define the Area: A “geofence” identifies areas that designates their boundaries.
Focus on a Specific Local Area: Limit the area covered by the geofence to a small place. Do not use a province, state, or country as the geographical area, as those geofilters will be automatically rejected.
Choose an Active Public Place: A good geofilter is where Snapchatters are likely to visit and make snaps to submit on Snapchat. It can be a specific neighbourhood, a landmark, or a non-commercial venue that naturally attracts visitors.
Submit Only Original Graphics: To avoid copyright problems, Snapchat only accepts original graphics for geofilters, which are submissions from the creators—the creators permit the use of them on Snapchat without compensation.
No Photos or Hashtags: Geofilter submissions with photos or hashtags receive an automatic rejection.
Visually Exciting: Make sure the graphic is attractive and interesting. Also, ensure it does not take up a large portion of the screen. This is because it will be an overlay that goes on top of the photos submitted by Snapchatters.
Placement on the Screen: Consider how a photo will look with the Geofilter overlay. A Geofilter in the centre of the screen is not a good one. Most geofilters are at the bottom of the screen. Approval by Snapchat is less likely when they are in the upper corners.
Relevance – This characteristic makes other Snapchatters want to use the Geofilter.
Snapchat On-Demand Geofilters
The rules are quite different since people and businesses pay for On-Demand Geofilters. Nevertheless, Snapchat reserves the right to reject any On-Demand Geofilters that it finds unacceptable for the Snapchat community according to its guidelines.
There are two types of On-Demand Geofilters, which are:
Personal On-Demand Geofilter: These are paid geofilters used to promote a personal event or party, such as a sweet sixteen party, a wedding, or a birthday party. They are suitable for a private location such as a home. They can appear on Snapchat for up to thirty days. They cannot advertise a business or use any trademarks or logos.
Business On-Demand Geofilter: These are paid geofilters used to promote a business, a product, a service, or a commercial event. They can also advertise in public spaces, such as city parks.
On-Demand Geofilter Guidelines for Businesses
Snapchat has specific rules that businesses must follow to have an On-Demand Geofilter approved. Here is a summary of the guidelines for businesses:
Businesses must have the authorisation necessary to use any logo or trademark.
Content must be original and not violate the copyrights of others.
On-demand geofilters exist for a maximum of thirty days.
The geographical location covered is determined by setting up a geofence. The area must be at least 20,000 square feet, and the maximum is 5 million square feet.
No photographs of people, telephone numbers, email addresses, or website URLs are permitted.
No content that relates to drugs is permitted. Alcohol requires case-by-case approval.
The Geofilter needs to be relevant, not cover too much of the screen, and something Snapchatters would enjoy sending to friends.
When Snapchat rejects a business’s submission of an On-Demand Geofilter, Snapchat provides information about why the rejection happened and offers suggestions for improvement and resubmission.
Pricing for On-Demand Geofilters
Pricing depends on whether the On-Demand Geofilter is personal or promotes a business. It also depends on the size of the geofence, the dates and times the Geofilter will run, and for how long it will run.
To get a price quote, create a Snapchat account and go to the pricing page for geofilters. Enter the times and dates for the Geofilter to run and the geofilter’s location information to get a quote.
Business Geofilter Strategy
Developing an effective geofilter strategy requires understanding your business objectives, target audience, and the unique characteristics of location-based marketing. Successful campaigns align creative elements with specific business goals while considering the social dynamics of Snapchat’s user base.
Setting Clear Marketing Objectives
Before creating any geofilter, businesses must define specific, measurable objectives. Generic goals like “increasing engagement” provide insufficient direction for creative development or success measurement. Instead, focus on concrete outcomes that align with broader business objectives.
Brand awareness campaigns might target impressions and reach within specific geographic areas. Local businesses could focus on driving foot traffic to physical locations. Event-based geofilters might prioritise user-generated content creation and social sharing.
Product launch campaigns can use geofilters to create buzz around new offerings. At the same time, service-based businesses might focus on lead generation through strategic placement near competitor locations or high-traffic areas. Each objective requires different creative approaches and measurement strategies.
“Many businesses see geofilters as a quick social media win, but the real value lies in understanding your audience’s behaviour patterns and creating content that genuinely adds to their experience,” explains Ciaran Connolly, Director of ProfileTree. “We’ve seen our clients achieve the best results when focusing on being useful rather than just being seen.”
Competitive Intelligence and Market Positioning
Understanding the competitive landscape is crucial for geofilter success. Snapchat’s policy allows On-Demand geofilters to appear in areas with competitor locations, creating opportunities for strategic market positioning.
This approach requires careful consideration of messaging and brand positioning. Filters that appear near competitor locations should focus on differentiation rather than confrontation. Creative elements should highlight unique value propositions while maintaining positive brand associations.
Market research should identify high-traffic areas where target audiences naturally gather. Shopping centres, entertainment districts, transportation hubs, and event venues often provide excellent opportunities for geofilter placement. Understanding user behaviour patterns in these locations helps optimise both creative design and campaign timing.
Target Audience Analysis
Successful geofilter campaigns require a deep understanding of target audience demographics, behaviours, and preferences. Snapchat’s user base skews younger, with robust adoption among Gen Z and millennial demographics.
UK-based businesses should consider regional preferences and cultural nuances when developing geofilter content. What resonates in London might not work in Belfast or Edinburgh. Local references, cultural touchstones, and regional humour can significantly improve engagement rates.
Audience analysis should extend beyond demographics to include psychographics and behavioural patterns. Understanding when and why users engage with geofilters helps inform creative decisions and campaign timing. Users often share geofilters that help them express identity, commemorate experiences, or participate in cultural moments.
Technical Information About Geofilters
Of course, for your Snapchat Geofilter to be approved, it has to be in the correct format and meet specific technical standards.
Here are the technical details on how to create and submit a Geofilter.
All geofilters have these technical specifications:
PNG File Format: Geofilters are transparent image files in the .png format only (no GIFs or JPEGs). They are optimised for web usage. When creating one, choose the settings of 1) .png file format of PNG-24, 2) transparency, and 3) “save for web.”
Dimensions: The PNG must have a height of exactly 1920 pixels and a width of exactly 1080 pixels.
File Size: The PNG file size must be less than 300 kB.
Creation and Submission of Geofilters
Once you’ve created your artwork and exported it to a PNG file using the above standards, it’s time to submit your Geofilter to Snapchat. The process for doing this is slightly different, depending on which type of Geofilter you’d like to submit.
Let’s take a look at the steps for each.
You can download the app to create a Snapchat account or register for a new one. You will need a smartphone with either the iOS or Android operating system.
This is the webpage to use to create and submit a Community Geofilter.
To make creating a geofilter easier, Adobe Illustrator and Photoshop templates are available for download.
Use the interactive map to select the geofence area.
Upload the image.
Fill out the submittal form information and click submit.
Snapchat Geofilters for Business
With a Community Geofilter, there is a sense of pride because the Snapchatters who created it are identified. In this way, the Geofilter is similar to graffiti tagging in the real world. When a particular Geofilter becomes popular, it is like making your mark on that part of the Snapchat digital world.
Some businesses that pay for On-Demand Geofilters have found unique ways to use them. Snapchat has a policy of allowing On-Demand Geofilters that follow its submission guidelines to show up on the geofence area, including a competitor’s business. This allows a company to put its Geofilter ads directly in front of the eyes of its competitors’ customers.
Another interesting use of On-Demand Geofilters came from advertising agency 180LA. They used them to poach talented employees from competitors in Northern California and entice them to relocate to Los Angeles.
Since Snapchat allows such Geofilter “wars,” much more of this will probably occur.
Geofilter Design Best Practices
When designing custom Snapchat geofilters, follow these guidelines:
Optimal image size 1080×1920 pixels for full-screen vertical mobile view
File size limited to under 1MB
Text should be minimal (under 34 characters ideal), large, and high contrast
Include brand logos and icons, but don’t crowd the design.
Use colours that pop on varied photo backgrounds.
Design with a focal point aligned top or bottom 1/3 horizontally.
Prepare versions for both 40% and 80% image areas.
Some brands that have successfully used geofilters for marketing include:
McDonald’s: Promoted new menu items on geofilters targeted near stores. It drove 34 million views.
Spotify: Partnered with artists to launch geofilters during concerts and festivals, driving high engagement.
The North Face: Created geofilters to overlay perfectly on outdoor adventure snaps, increasing visibility.
HBO: Developed custom filters for shows like Game of Thrones with catchphrases and character imagery.
Starbucks: Offered unique geofilters for holidays and seasonal drink launches. Filters were shared over 40 million times.
Submission and Management of Snapchat Geofilters
1. Submission
Choose your Geofilter type: Based on your needs and budget, decide between a temporary (24 hours or 30 days) or permanent Geofilter.
Design your Geofilter: Use Snapchat’s Geofilter template or a graphic design tool to create your visual, ensuring it adheres to size and format guidelines.
Define your geofence: Use a radius-based geofence or draw custom boundaries to choose the location where your Geofilter will be active.
Set your pricing: Consider your budget and campaign goals when setting the price for your Geofilter.
Submit your Geofilter: Head to https://ads.snapchat.com/ and navigate to “Create Campaign” > “Geofilters.” Upload your design, define the location and duration, and submit for review.
2. Approval Process
Review time: Expect a review period of 1-3 business days for temporary Geofilters and up to 5 business days for permanent ones.
Approval criteria: Ensure your Geofilter complies with Snapchat’s community guidelines, avoids copyrighted material, and doesn’t promote illegal activities.
Rejection and revisions: If your Geofilter gets rejected, review the feedback and make necessary changes before resubmitting.
3. Management and Performance
Track performance: Monitor key metrics like impressions, uses, and shares within the Ads Manager dashboard.
Optimise your Geofilter: Consider A/B testing different designs or adjusting the geofence location based on user engagement.
Extend existing Geofilters: For temporary Geofilters, choose to extend their duration if they perform well.
Schedule future Geofilters: Plan upcoming Geofilters for special events or promotions and submit them in advance for approval.
Additional Tips
Utilise high-quality visuals and clear branding in your Geofilter design.
Keep your geofence targeted and relevant to your desired audience.
Promote your Geofilter on other social media platforms to encourage usage.
Consider partnering with a marketing agency experienced in Snapchat Geofilters for expert guidance and campaign management.
Remember: Be patient during the approval process and ensure your Geofilter adheres to all guidelines for a smooth experience. Following these steps and adapting them to your specific needs, you can successfully submit, manage, and optimise your Snapchat Geofilters for impactful marketing campaigns.
Sponsored vs. Community Geofilters
Choosing between Sponsored and Community Geofilters on Snapchat hinges on your marketing goals and budget. Here’s a detailed comparison to help you decide.
Sponsored Geofilters
Cost
Pricing: Variable, based on duration (24 hours to 30 days), location size, and number of impressions purchased. Generally more expensive than Community Geofilters.
Minimum spend: This requires a minimum daily or campaign budget, making it less suitable for small-scale or budget-conscious campaigns.
Benefits
Targeted reach: Target specific locations (down to neighbourhoods), demographics, and events to achieve maximum relevance to your audience.
Consider partnering with local influencers to design and promote your Community Geofilter for wider reach.
Measuring Campaign Success
Effective measurement goes beyond surface-level engagement metrics to evaluate actual business impact. Successful geofilter campaigns require comprehensive tracking systems that connect social media activities to business outcomes.
Key Performance Indicators
Primary KPIs for geofilter campaigns should align with specific business objectives. Brand awareness campaigns might prioritise reach and impressions, while lead generation efforts focus on click-through rates and conversion metrics.
Engagement metrics, including uses, shares, and saves, provide insights into content resonance. However, these metrics should be contextualised within broader business objectives. High engagement that doesn’t translate to business outcomes may indicate misaligned creative or targeting strategies.
User-generated content creation represents a valuable but often undervalued metric. Geofilters that inspire users to create and share content provide extended brand exposure beyond the original campaign investment. Tracking UGC creation and sharing patterns helps optimise future creative development.
ROI Calculation Methods
Calculating geofilter ROI requires assigning monetary values to social media activities. Brand awareness campaigns might use reach and impression costs compared to traditional advertising channels. Lead generation campaigns can directly track conversion values.
Cost-per-engagement calculations help evaluate campaign efficiency compared to other social media advertising options. These calculations should consider direct campaign costs and internal resource allocation for creative development and campaign management.
Long-term value considerations include building brand equity, developing customer loyalty, and expanding organic reach. These benefits often extend beyond immediate campaign periods and should be factored into comprehensive ROI analysis.
Analytics Tools and Tracking
Snapchat provides built-in analytics for On-Demand geofilters, including impressions, uses, and shares. However, comprehensive campaign measurement often requires additional tracking tools and methodologies.
Social media monitoring tools can track brand mentions and sentiment analysis for geofilter-related content. This information helps evaluate brand perception impact and identify opportunities for community engagement.
Custom tracking URLs and promotional codes help bridge the gap between social media engagement and business outcomes. These tools enable direct attribution of sales, leads, or other conversion events to specific geofilter campaigns.
Conclusion
Snapchat geofilters represent a creative marketing opportunity for brands to provide value and engagement on the visual social platform. Tailoring branded filters for key locations and audiences drives discovery, reach, and interactivity. When paired with advertising and a strategy for amplifying beyond just Snapchat, geofilters enable brands to convert Snapchat’s highly engaged users into loyal fans and customers.
FAQs
Can small businesses benefit from geofilter marketing?
Yes, small businesses often see excellent results from geofilter campaigns due to their local focus and ability to create personal connections with customers. The key is strategic placement and creative content that resonates with local audiences.
How long does it take to get a geofilter approved?
Business On-Demand geofilters typically receive approval within 1-3 business days, while community geofilters may take up to 5 business days. Planning campaigns well in advance allows for potential revisions and ensures timely activation.
What makes a successful geofilter design?
Successful geofilters balance brand messaging with user appeal, maintain appropriate visual hierarchy, and encourage organic sharing. The best designs help users express themselves while subtly incorporating brand elements.
Are geofilters effective for B2B marketing?
While geofilters are primarily B2C tools, they can be effective for B2B marketing when targeting professional events, conferences, or business districts. The key is understanding your audience’s social media behaviour and preferences.
Ready to Transform Your Social Media Marketing with Strategic Geofilter Campaigns?
Don’t let your competitors dominate the local social media landscape. At ProfileTree, we’ve helped businesses across Northern Ireland, Ireland, and the UK create geofilter campaigns that drive real results – leads and sales, not just engagement.
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