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Snapchat Geofilters Bring UGC to Brand Advertisers

Posted on 7.15.2014

Snapchat has introduced a new “geofilter” feature for its ephemeral mobile messaging app, which enables users to include unique, location-based image filters to their snaps.

The feature is currently only available for special locations in Los Angeles and New York, but will likely expand to more locations in the future. In fact, Snapchat may even be able to monetize this feature eventually, as the company could choose to turn geofilters into an advertisement option for brands (check out the image of the Disneyland Resort filter below). That said, only time will tell how this feature will resonate with Snapchat’s user base and if the company will decide to expand upon its functionality. 

To leverage the feature, Snapchat users simply need to swipe right on the preview screen. It is important to note, however, that the geofilters will change depending on the user’s location. Also, users must enable location services for Snapchat to leverage geofilters. Although Snapchat notes in a blog post that the company does not store its users’ location data.

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