Snapchat is my new favorite dark horse in the world of location-based marketing. We’ve covered its local implications a few times on the page and on the stage, which most recently advanced with Geofilters.
Following its white paper on the topic, Yext held a webinar this week to walk us through Geofilters — what they are, what they mean and how to get started. The full production is embedded below for the Snapchat curious.
This all stems from Yext’s recent move to partner with Snapchat for Geofilter execution and accuracy. This will be critical for brands or agencies to scale the process of creating Geofilters to multiple locations.
It happens on two levels: Google Maps (used by Snapchat) can be updated through Yext’s Location Cloud. It also updated the platform to output place data — in the case of several locations — in Geofilters’ specified format.
Overall, it’s a natural integration with a massively popular channel among buying-empowered millennials. Though Instagram last week blatantly copied the related Stories functionality, Snapchat’s momentum will carry.