If you received the latest snapchat from the folks at Team Snapchat you are probably wondering what the deal is with the new geofilters they introduced. This latest feature allows users the ability to stamp a photo with where filter of where they are. This gives more context and authenticity to their photo and Snapchat experience. Here’s what you need to know:

How do they work?
Geofilters allow you to add specific, location-based filters (or what I think look like stickers) to your photos. In order to have access to the geofilters, users will need to have their current location unlocked. So if you snap a photo in the Bronx you would have different geofilters available than if you were to snapchat in Manhattan.
To check out what geofilters are available in your location, simply swipe right and a preview screen will show you which geofilters you can use. Check out the examples below. And although Snapchat is using location services, they do not store this data.
snapchat geofilters
How will businesses utilize these geofilters? The answer to the question everyone is asking
Although representatives at Snapchat have said they cannot comment on future plans about monetization, the geofilters obviously open up an opportunity for businesses to show-off their locations to nearby customers. So will Snapchat charge businesses to add geofilters to their locations? We will have to see.
What is possible?
  • What if businesses could send snapchats to people based on location? I imagine they would jump at the opportunity to reach customers on such a personal (and somewhat creepy) level. The next question raised then is: How will Snapchat walk the line between fun and spam? To help walk the line Snapchat has hired former Facebook executive Mike Randall as its new vice president of business and marketing partnerships. His job will be to sell Snapchat’s desirable user base.
  • An additional opportunity, that I speculate would be available soon, is company’s ability to sponsor snapchat stories. Snapchat could entice brands to sponsor live events, just like they do with TV programs or music festivals. In fact, sending a snapchat with a geofilter at an event would not be lame advertising, but an authentic way to show people you were at a really cool place. It’s user generated content at its best.
  • For companies that do get on board with Snapchat’s eventual advertising opportunities, they will need to go directly to Snapchat for analytics numbers. This is because unlike Facebook, Twitter, and Instagram, there are no likes or reach numbers available. This offers an additional opportunity for Snapchat to build income. No doubt, the potential reach is enormous with over 50 million users sending over 700 million snaps per day.
Why can’t I use geofilters now?
Unless you are in New York or Los Angeles, the new filters are not available yet. I imagine Snapchat will turn on these geofilters and sponsored features one by one instead of all at once.

 

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