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How Custom Snapchat Filters Have Grown Into A Huge Market

How Custom Snapchat Filters Have Grown Into A Huge Market
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Snapchat lets users to pay for custom geofilters for weddings or whatever — for a price

Sara Roncero-Menendez
  • 20 may 2016

Snapchat has filters for some of the day’s most important events, like a Purple Rain filter when singer Prince passed away. There are also location specific filters to highlight school pride or inform friends back home where you’re vacationing. But have you ever wondered how those got there? Someone had to pay up first.

Businesses and individuals are buying Snapchat geofilters for their events and establishments to add a touch of social media flare. Ranging to $5 to several thousand, the app opened up the purchase of these filters in February to all users rather than just a select few. With 100 million active users daily, Snapchat’s popularity could ensure their prices will be met.

Snapchat filters are geo-located, meaning that depending on where you take the picture, different filters are available for use. Users take their picture or video, swipe left and right to get coloring, time, temperature, speed, and specially added filters to their content. So far, the service reports that weddings and businesses are the biggest customers, which may soon change as global marketing initiatives get their own filters.

The strategy itself allows users to interact with certain events in the way they choose, for better or worse, without having to directly engage with them. Shareable, sendable ad space is just a tap and swipe away.

Taking a selfie via Shutterstock

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