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Snapchat: Just for Millennials? Conferences, Take Note!

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What is Snapchat?

If you haven’t heard of this popular mobile app, where have you been? Snapchat is one of the most popular free apps in the world with around 158 million daily active users, and this especially true with Millennials. Not to mention the over 2 billion Snaps created by Snapchat users every day. Instagram, another trendy mobile app, is catching up quickly, but they don’t yet offer all of Snapchat’s features.

Snapchat is an app that allows you to send videos and pictures that disappear after 10 seconds (maximum) of viewing them. It is an online community, but also an instant messaging platform that can only be accessed through the app. In recent times, the company has invented interactive filters using facial recognition technology that have even gained national attention.

How can Snapchat be used at a conference or special event?

A great way to engage Millennials is to utilize Snapchat geofilters for your conferences or other events and campaigns. Snapchat geofilters are special overlays for your photos, AKA “Snaps,” that can only be accessed in certain locations. The geofilters change depending on where someone is when they take a photo or video. Someone in Pennsylvania, for example, wouldn’t be able to access the geofilters we see in Tysons Corner, Virginia.

These filters not only let users show where they are when the photo is taken, but what they’re up to. You can design a paid business geofilter with your organization’s name and the name of the conference/event and encourage attendees to snap photos with it.

Through Snapchat’s geofilter technology, you can draw a ‘fence’ on a map of where you would like the filter to be used. People within range of the ‘fence’ will be able to access the geofilter if they have Snapchat on their phones. This feature is sure to drive brand and event awareness and increase the engagement of both your attendees and locals!

If for example, your conference is at a resort, draw a fence around the entire resort instead of where specifically in the resort the event is located. It covers more ground and there’s a greater chance of exposure. For more information on what your filter can look like, check out Snapchat’s submission guidelines.

What brands have used Snapchat well?

Just last year, Emberconf leveraged a geofilter design that included their adorable mascot for an annual tech conference in Portland, Oregon. They managed to run their geofilter for only $20 and yield great results. Attendees liked the filter so much, they took screenshots of the geofilter used on their Snaps and posted them on Twitter with the event hashtag.

When a Snapchat user sends a Snap with your overlay, it’s seen by their friends. Now multiply that. For example, Men’s Wearhouse got close to a 50 percent engagement rate by using geofilters across 18,000 high schools during prom season to help participate in “promposals.”

Has your association or company leveraged Snapchat or other mobile apps and tools for your events? We’d love to hear your stories!

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