Month: April, 2016
When Snapchat opened custom on-demand geofilters to everyone, brands and marketers everywhere went crazy about the news. However, these custom Snapchat geofilters have flown largely under the radar, and are most commonly used by cities and some large events. The ability for local businesses to use these filters is relatively untapped.
While these filters could become an enormous business for Snapchat in its scalability, their value for users is also scalable. The feature is a prime example of content and context at its finest on social media.
Brands and businesses should take advantage of the ability to mark events with these custom geofilters. The value of your branding impression compared to impressions on other platforms is high because of geofilters’ ability to really be seen on the platform.
“Filters catch you off guard – they catch your attention and show up directly in your account. Plus, you’re bringing value to the viewer: they have the ability to interact with it in a contextually relevant and fun way.” – Gary Vaynerchuk
Snapchat has a pretty comprehensive guide to all the rules you need to follow when creating a filter. The premise is simple: design, map and buy. These three steps can lead to high engagement and value to users attending various events, especially local events.
For Rayo OKC’s opening night on April 2, Smirk New Media created a Snapchat geofilter to appeal to a captive audience. We wanted the brand to celebrate along with its fans about the first night of professional soccer in the North American Soccer League in the OKC Metro. With over 400 uses and more than 21,000 views overall, the geofilter brought awareness and creativity to fans in the stands.
In creating the filter, we followed Snapchat’s steps:
- Design: We came up with a half dozen examples of what could be done on Snapchat – in the top of the screen, bottom of the screen or corner, in ways that would highlight the brand, but still allow users to create a great photo.
- Map: Snapchat allows you to build a geographic fence on a map in which your geofilter will work. We made a pretty tight boundary for the Rayo OKC filter – just the boundaries of Miller Stadium where the team was playing. This pumped up the exclusivity of the filter and made it a real game-day experience.
- Buy: Snapchat’s custom geofilter offering is priced based on two factor – square footage of your mapped area and time it will be active.
Local brands and businesses have more to offer their audiences through the use of geofilters for events, whether it’s a grand opening or a monthly event. In order to help brands provide more to their audiences and customers, we are now offering services to create and manage event geofilters. Contact us for more information.
Come one, come all to the bandwagon of algorithm freak-outs.
Another social media platform sparked widespread panic among users and influencers after announcing the introduction of an algorithm to break up the reverse-chronological newsfeed.
A social media algorithm – first introduced by Facebook, then adopted by Twitter and now Instagram – determines which pieces of content are displayed on individual users’ news feeds. Facebook gives more weighting to personal pages over business pages, which are encouraged to ‘break’ the algorithm by paying for ads to reach their audience.
Instagram announced that it would be going algorithmic last month stating:
“You may be surprised to learn that people miss on average 70 percent of their feeds. As Instagram has grown, it’s become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most.
To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most.
The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.
If your favorite musician shares a video from last night’s concert, it will be waiting for you when you wake up, no matter how many accounts you follow or what time zone you live in. And when your best friend posts a photo of her new puppy, you won’t miss it.
We’re going to take time to get this right and listen to your feedback along the way. You’ll see this new experience in the coming months.”
While users began panicking about the change thinking that they would lose their beloved reverse chronological glimpses into the people that they follow’s lives, brands began a frenzy of urging followers to “Turn On Notifications.”
It was bound to happen: brands will have to start paying to play on Instagram’s platform, just like they do on Facebook and Twitter. As the algorithm aims to create a better experience for users, brands are forced to either create engaging and high quality content or pay for placement in the feed.
Entrepreneur, author and friend Gary Vaynerchuk said there are two big take aways from the change:
“(1) that algorithms like these, showing you what you care about most, is what Facebook and Instagram have done better than anybody else this generation and I give Instagram a triple thumbs up for what they’re doing. It’s a triple thumbs up not because it’s better for ad dollars, but because it’s better for the end user and anything that is better for the end user is the winning formula.
(2) You all need to understand the difference between being a headline reader and practitioner. Every time a big update for any platform comes out, everybody gets emotional real fast. Once again, I’ve been pissed off about how everybody’s crying and moaning because of all these headlines talking about how “Instagram’s decision to include an algorithm to their feed is going to ruin them.” It’s not. So instead of freaking out when you read headlines like this, form your own opinion. Think about it for yourself. Do the homework. Be a practitioner.”
Knowing what drives engagement on the visually-driven platform is key in knowing how to remain relevant to audiences. Here are three simple tips to stay engaging and relevant:
- Showcase products and services in creative ways. Your audiences are interested in your brand and what you have to offer. If you sell clothing, post visually-appealing photos of that clothing. If food, then food. If you are in a visually-appealing location, post that. Follow trends of what makes good content – right now, all the rage is the utilization of white space.
- Establish a visual brand identity. Have a standard for your photos, so that users know it’s you at first sight. Don’t use a variety of photo filters and don’t muddy your photo with text. Create consistently appealing photos and videos that your audience will love.
- Create interactive #hashtag campaigns. Give users the ability to join in on the community that surrounds your brand and follow others through their interactions as well.
Happy algorithm sailing and may the odds be ever in your favor.