I am borderline obsessed with understanding how Snapchatters use Geofilters.

Why is there this compulsion to include a graphic, location, even an advertisement in a Snapchat post??

I’m starting to learn why. And what I’m learning is that it has less to do with the user than it does with the Geofilter.

So what kind of Geofilter do people respond to? What makes a Geofilter compelling enough to share, to go viral? Here are some key themes you can find in any successful Geofilter campaign:

1. Creativity! People aren’t compelled to use a filter that is simply text-based. Spicing a Geofilter up with even a simple illustration can go a long way toward engaging users.

2. Relevance: Be relevant to the event and location! A Geofilter campaign at a beach during 4th of July weekend should include sun, BBQs, fireworks, hot dogs, waves.. You get the gist.

3. Appeal to Snapchat’s Demographics: Snapchat users are Millenials. They use a certain slang, they get certain references (dank memes, anyone?). But more importantly, they want to show their friends they are somewhere exclusive, somewhere cool. And they want to keep up with the cool stuff their friends are doing. Nightclubs. Concerts. Sporting Events. These are all great targets!

Okay Matt, but how do you know all this?

Well, Snapchat tells you how many people used and viewed it. If I told you that in one night your Geofilter campaign could get 4,000 views, would you consider that a success?? Well, I sure would, and I did!