14 januari 2020 Marketing 6 min

How to promote your event by using geofilters?

Tjeerd Leendertse

Geofilters to promote your event.

What is geolocation?

Geolocation is the 'live' location of somebody's smartphone. The possibility to use geolocation opens up a lot of extra options. Knowing where someone is at what time is valuable information for (dating) apps such as Tinder and Happn. Without geolocation, the Tinder and Happn concepts wouldn’t even exist. Happn, in particular, makes brilliant use of the geolocation that users share while they are moving.

But advertising through Google Ads (and Google Ad Grants) is also done using geolocation. When you determine what location it’s visible in, that location is marked as the target. If you choose Eindhoven as your geolocation, internet users from Eindhoven will see the advertisement on Google.

What is a filter?

A filter is for brewing coffee... A filter is an extra layer over a photo. A filter is a static layer that does not adapt to the environment.

What is a geofilter?

A geofilter is a filter that is coupled to geolocation, as can be seen in the image below.

Img

The geofilter above is a community filter which is available for everyone who is in that specific area, at that moment. You can also create geofilters for your own events or other things, such as a wedding - or even your dog's birthday.

What can I do with the geofilter?

A geofilter is perfect for increasing your brand awareness. A geofilter is the dynamic and digital replacement of the banners that are hung at the entrance of events. The most significant advantage of a geofilter is that it can be shared online among your visitors, we call this phenomenon 'user-generated content'.

EVENTIX TIP: User-generated content

User-generated content is content that is created by your visitors. Many people share their experience of an event via Instagram and Snapchat; you can use this urge to share posts to spread your event to your visitors' followers.

User-generated content is one of the most powerful ways of creating content. First of all, (potential) visitors are more likely to trust recommendations from people they know. User experiences are generally stronger than when events or brands promote themselves ("We at Eventix advise ..." versus "Wow, Eventix is fantastic"). Also, user-generated content ensures an enormous reach. If you tally up the total number of followers that all your visitors have combined on Snapchat alone, you’ll have a good idea of the potential user-generated content has.

As soon as visitors take a snap and start editing it, your geofilter will be available and can be added to the snap and shared.

How to upload a geofilter on Snapchat?

Snapchat has two different types of geofilters that you can create: One for individuals and one for companies. When you organize an event, you should upload a geofilter for companies. A geofilter for individuals is too general for your event. Besides, it contributes to promotion for the location of your event instead of the promotion of your actual event.

I want to get started right away. Read on if you want to know more about uploading geofilters!

1: Filter or lens

A filter is much more suitable for promoting your event on Snapchat. If you want to promote your merchandise, then a lens could be more interesting.

2: Design your geofilter

If you have a graphic designer in your team, he or she can go nuts here. Luckily Snapchat has templates for people like me who lack Picasso’s touch; with these, you can manage to make a nice geofilter (if you put in a little bit more time than I did).

Geofilter designs en templates Eventix custom filter in snapchat

3: Choose the time

Choose the date and time that the geofilter will be available for use by your visitors.

4: Choose the location

Choose the location - Snapchat calls this the geofence - or the area within which your geofilter will be available. You can search for a location or outline an area yourself, as shown below.

Geofence filter in Snapchat

5: Send your geofilter and checkout

The least fun part of using geofilters is the checkout, but the price tag isn’t too bad. To make a geofilter available for twelve hours in the above area (the E3 Beach festival site in Eersel) costs around €8,- per hour. It’s worth the investment though if you consider how massive your potential reach is. Of course, the price tag will be a lot lower if you make the geofence smaller.

EVENTIX TIP: Upload your geofilter on time

Snapchat needs about a day to determine if your geofilter meets the conditions. We recommend that you upload the geofilter at least a week before your event starts, in case you need to make adjustments.

6: Promote the use of the geofilter

Use the event page, Instagram and emails to promote your geofilter. Share a screenshot using your geofilter or take a screen capture that you share as a GIF through your channels.

Want to start selling tickets for your event right now? Go to the

Eventix Dashboard
Author image

Tjeerd Leendertse

Content Marketeer

Writes about ticketing, experiences and marketing. Believes in the power of language and beautiful words (and puns). Is going to write another book someday.