Snapchat for Lawyers
Snapchat is one of the most exciting and fastest growing social networks in existence.
And it can be a powerful way for lawyers to connect with the younger generation (think Millennials) directly within their local metro areas and demographic markets.
Millennials account for 7 out of 10 users on Snapchat, and somewhere around 60% of all smartphone users are on Snapchat. And according to recent research, Snapchat video views are now greater than Facebook’s, according to a Bloomberg study.
For lawyers, Snapchat offers one of the most powerful commodities in advertising in the age of mobile phones and social networks – and that is authenticity.
The reason Snapchat is so revered by younger generations, and Facebook by older generations, is because users feel like they can connect at an authentic level.
It’s interesting to read Snapchat’s first blog post back in 2012 where CEO Evan Spiegel stated, “We’re building a photo app that doesn’t conform to unrealistic notions of beauty or perfection but rather creates a space to be funny, honest, or whatever else you might feel like at the moment you take and share a Snap.”
And within this statement you can find the hidden nugget as to why Snapchat can be a great marketing platform for law firms.
Snapchat opens the door for lawyers to brand themselves “in the moments” that people are already sharing and connecting.
And with Snapchat, lawyers can get hyper-local with their advertising and hyper-granular with their audience targeting, in a less intrusive way compared to most other forms of advertising.
How much do Snapchat Geofilters cost?
Geofilters are graphical overlays that are available to Snapchat users in specific geographic areas. When a user Snaps a pic, they’ll have the opportunity to swipe through the available Geofilters which they can include in their image.
Geofilters are a powerful way to brand your law firm in specific moments and geographic locations, all in a very cost effective manner.
The cost for Geofilters, according to Snapchat, will appear in the top left corner of your account as go through the process of creating your Geofilter. And according to Snapchat, you must make your Geofence (the targeting radius of your campaign) between 20,000 and 5,000,000 square feet to display your pricing.
Snapchat allows geofilters to run for a minimum of 1 hour or a maximum of 30 days.
One recent study by a company called Brand Muscle showed the effective cost of Geofilters to be $5 per 20,000 sq. ft. per hour.
In the study, the company spent $388.86 and received 33,006 views, which is a CPM (cost per 1,000 impressions) of $11.78… or 1,o00 people reached for less than $12.
How Lawyers can use Geofilters
It only takes a little bit of creativity to come up with a wide range of ways lawyers can use Geofilters.
It all starts with thinking in terms of branding your law firm at (or in) specific moments.
The real challenge with Snapchat for lawyers is figuring out what moments are most valuable for presenting your law firm.
If you are a personal injury law firm, you could run Geofilters during a motorcycle event where hundreds of riders are present.
If you are a criminal defense or DUI lawyer, you can Geofilters on Friday and Saturday nights in the downtown areas where lots of people are partying.
Or if you are looking to brand your law firm in your city, you can pick events where a large number of local residents will be present, especially the younger generations.
We’ll be experimenting more with Geofilters for our law firm clients, and I’ll be updating this article with more case studies and stats.
But for now, I wanted to share the value of Snapchat for lawyers and get you thinking about the value of Geofilters for marketing your law firm.
If you are running Geofilter campaigns for your law firm, or any business for that matter, feel free to share your experience (cost, effectiveness, ROI, etc…) in the comments below.