You may have heard of Snapchat as the millennial generation’s current social network of choice. But keep your eye on it – approximately 2 million Australians were actively using it last month. So has it graduated beyond teens and puppy dog tongues?
Absolutely – the newest trend and one that businesses can hook themselves into is geofilters, where an illustrated overlay is available depending on where the user is located.
We asked Rowland’s David Everton, Mel Lemberg and Rob Lovegrove for their snapshot of what this means for our clients.
Snapchat is an ideal platform for cities and locations looking to stamp their mark or reinforce their brand. Some cities are using it to visually define how they want to be recognised such as Geneva, Flatiron New York, Canary Wharf London, Blue Line Chicago and Sacramento.
But could it signal the end of real-world placemaking signs and structures? The Brisbane sign at South Bank was introduced to encourage social sharing. Geofilters could negate the need for such signs in the future.
The rise of geofilters raises questions for brands, particularly around reputation management. Brands can’t choose who uses their filter, so there will most likely be cases where there is misalignment between what a brand stands for, and the personal image of the Snapchatter.
Smart brands should use this as an opportunity to team up with on-brand influencers to ensure their geofilter is used in the way it was intended.
Politics arrived on our phones in the recent Federal election campaign. You could say it was Snapchat’s official coming out party, as the Coalition skirted the advertising blackout by placing a sponsored filter on the digital app. We also saw Queensland Labor sending last-minute Medicare text messages.
We may have finally seen a result in the election, but the Apple vs Android debate continues. We know Mr Turnbull is an Apple fan and Mr Shorten likes a good text, but as the photo is so blurry, we’re not sure what side he’s on.