Keeping an eye on the latest trends is just one part of daily life at Davies Tanner and over the past few months we have seen a little white ghost popping up in newsletters, magazines and blogs left, right and centre.
Snapchat launched in 2011 as the brain child of three US College students (sound familiar Zuckerburg?) and in the five years that followed, the app has grown to an estimated value of over $20 billion. Taking on social giants Facebook, Twitter and Instagram, Snapchat has become a big social player for the millennials among us and with the introduction of on-demand geofilters, sponsored filters and live stories more and more companies are seeing the added value of the little white ghost.
Big brands have set a trend with the social platform and The Conjuring 2 is the most recent Hollywood blockbuster to use Snapchat’s sponsored filters to promote the latest release. Hollywood may have multi-million dollar marketing budgets to play with, but lower down the food chain do smaller businesses have the capital to fund a Snapchat marketing campaign? Maybe globally sponsored filters are just for the big players, but there is value to be added for smaller marketing budgets too.
With the help of a very insightful blog by broadcaster and digital content creator Matt Horne (found here), we have calculated that for seven days you could have your very own on-demand geofilter for under £500 in an area of 14,355m2 (the size of the largest exhibition space at Olympia London, home to The Meetings Show) – not quite so bank breaking after all! For most of us the term ‘geofilter’ is as clear as mud; but simply put, a geofilter is a custom graphic design that can be placed over the top of a photograph taken on Snapchat that is available as a free option to any Snapchat user within your defined geographical location.
Consumer brands are flocking to the platform with their own Snapchat accounts, live feeds of their events and geofilters. This has got us thinking – is there room for Snapchat in the b2b market?
In our opinion, Snapchat is the one to watch. Very soon you could be seeing Snapchat usernames for business events promoted just as frequently as Twitter handles and hashtags in the rise of user-generated content marketing. Providing interactive, live content directly from the heart of the event is key to external promotion and Snapchat does just that. If you are looking to add something different to your annual conference or tradeshow, consider creating your own custom geofilter, it won’t break the bank after all.
So, what’s our verdict?
We will certainly be keeping an eye on the ghost.