Now, it’s Snapchat’s turn to be in the crosshairs of the social media conglomerate known as Facebook.

Facebook has worked hard to protect its lion’s share of the market. The company has been known for buying out and replicating successful apps it feels are threats. This has been especially true for apps with social “check-in” features, which enable users to share their location with their social media followers. After pushing aside Foursquare and Gowalla with its widely popular “Facebook Places” feature, Facebook is now seeking to do the same with Snapchat.

Part of Snapchat’s success comes from its use of geofilter tags for photos and videos. These graphic overlays show up when a device is within a location zone. In the US alone, a single National Sponsored Geofilter typically reaches 40% to 60% of daily Snapchat users. With 150 million global daily users, Snapchat’s reach is impressive.

Facebook has taken notes and is ready to release its own replacement. After failing to buy Snapchat in 2013, Facebook is developing its own version of Snapchat’s geofilters. In 2016, Facebook announced its plans to launch personalized filters called “Facebook Frames” in the coming months. While Facebook Frames is still being tested, it will allow users to add their own frames when creating a profile picture or when using the Facebook camera. Submission guidelines can be viewed on Facebook’s website.

Meanwhile, with Snapchat, two types of filters exist: community geofilters and on-demand geofilters. Community geofilters are used for cities, local landmarks and other public locations. On-demand geofilters can be purchased by individuals and businesses to promote events, businesses or other specific locations. Creating a filter is simple. After following submission guidelines, all one has to do is design the filter, map where it should go and, if on-demand, buy it on Snapchat’s website.

So how can photo filters improve your marketing reach? You can use them to:

  • Promote events
  • Announce new product launches
  • Share company culture
  • Show your presence at trade shows
  • Support causes

 

The ability to customize your brand in these ways will allow you to reach not only your current customers, but also those that follow your customers. And with the upcoming release of Facebook Frames, your reach could be even greater.