Little less than a month ago, Snapchat launched On-Demand Geofilters. It allows people and businesses to create and purchase custom Geofilters for a house party, wedding, a coffee shop or a campus wide-event. It also allows advertisers to run an event specific advertisement in a specific area. This is going to change the way advertisers reach a specific audience in 2016.
On St. Patricks Day, I put the Snapchat Custom Geofilters to the test. I created a Happy St. Patrick’s Day Geofilter Sponsored by Andrew Weber Photography. I used these in two specific areas in downtown Toledo, where large amounts of people were going to parties.
Area 1: Hensville
Area 2: Blarney and Ye Olde Cock n Bull
I ran them from 3:00pm to 12:00am, prime time where people were going to be in those areas. I promoted it on Facebook, just to build a little awareness around it. Around 4pm I started getting a few texts about how I was able to create a custom filter.
Then on Friday morning at 11am EST, Snapchat released the analytics for the two areas. I was very impressed for the small amount of money I spent.
Area 1: I spent $33.22 for 8 hours
Area 2: I spent $33.08 for 8 hours
For Area 1:My filter was used 28 times and was viewed 1,182 times
My Andrew Weber Photography logo was used 152 times and seen by 5,756 people.
My CPM (cost per impression) was $10.47 per person who saw my logo. If I book one headshot, or a job which could be thousands of dollars, it was totally worth my $66 investment.
I think this is going to be a huge market for the upcoming Presidential Election along with larger events, where a higher number of people will be in attendance.
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