Custom Filters: Injecting Fun Into Your Social Strategy


One of my favorite trends in social media right now is the use of AI Lenses/ facial filters. These filters are synonymous with Snapchat, of course, but other social media platforms have been playing around with custom filters and AI lenses, and it won’t be long before the technology becomes widespread. And that’s a great thing for us public relations folks! Why? Because creating custom filters for your brand or your events couldn’t be easier. And, obviously, the more places you can get these filters seen, the better!

One of the best things a social media platform can be is FUN–and Snapchat is precisely that. So, big corporations have taken notice and are getting their slice of the 100 million Snapchat users by creating super fun AI filters for everything from TV shows to fast food. And while it’s easy to see how these AI lenses work for big advertising campaigns with equally big budgets, there’s a simpler, smaller tool you can use to engage with users for your social media campaign: custom geofilters.

So, why go with custom filters? What do they provide?

  1. An Audience

Not just any audience, either. This is the mother of all audiences. Snapchat has that under-25 demographic that everyone loves to engage with. Sixty percent of Snapchat users fall into that age range, so when you’re looking to get engagement on their app, that’s gonna be your go-to group. So, if your brand wants to appeal to the young, tech-savvy crowd, make yourself a custom filter, cross promote it with a hashtag, get the Snapchat crowd behind you, and do it all for a very reasonable price. That’s right, this isn’t going to eat up your budget because Snapchat filters give you…

2. More Bang for Your Buck

Say you’ve got an event you want to promote, and you want attendees to have an exclusive filter they can use while at your event. Within as little as day for the approval process, you can create a .png filter using the specifications provided by Snapchat and have a geofilter for your event for as many hours or days as you want. The size of the location you want to cover affects the price of the filter, as does the length of time you request it for, but the potential for engagement is so high, that it’s well worth the little chunk of change. For instance, if I was holding an event in Calabasas, Calif. and wanted to cover the one block radius around my event for 7 hours, it would run me about 20 bucks. Twenty. Bucks. What else can you buy in PR for twenty bucks these days?! And this expense gives you what I think is the best tool in your toolkit…

3. FUN

Remember how I said this is one of the best qualities a social media platform can have? Well, the same thing is true for your social media strategy. Have fun with it. Make sure your audience has fun with it. Create a filter that they want to share with friends. Create an emotional connection to your brand. Create a brand loyalist by giving them a memorable experience. Work with your design team to come up with graphics and a tagline that you think embody your brand, your event or your idea. This is one of those small details that has a huge impact on user experience. Make the most of it.

And one last tidbit to mull on: It’s easy to connect your event to a location and create a filter, but what about an idea or a product? The geofilter isn’t always just about a specific event. Think outside of the box and come up with ways to use the geofilter for things outside of events. By knowing the latest social media trends, working within them and targeting them towards the biggest, most engaged audience, you’re going to get a wide reach for whatever you’re trying to promote.



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