Snapchat Testing Location Aware Filters

Several Snapchat users have noticed that the popular ephemeral messaging service is testing new location aware filters. The test seems limited to the iOS application for now. Users who send a snap from a certain location get these smart filters which don’t offer any photo-editing effects, they’re clear filters with a graphic overlay. For all we know it could be one of the ways Snapchat might generate revenue.

Some users have posted pictures on Twitter of these new filters. For example a snap sent in Brooklyn will contain the word “Brooklyn” written on the snap itself in artistic font. Those who send a snap in New York’s financial district will get a filter which drops a shower of dollar bills.

Location aware filters will also make it easier for users to share their location with friends or family without having to check in. A snap that contains information about the location is probably the next best thing to actually checking in at a particular location.

Snapchat has already worked with brands to add their logos to images sent during a specific event, a recent example is that of a branded filter attached to snaps sent at the Cannes Lions advertising festival. These new filters could be used to promote a particular brand or company, a fast food joint for example, when the user snaps a picture of their burger.

The service experiences rapid growth around the world and it needs to generate revenue in order to be a sustainable business, perhaps this is just the start of those efforts.

Adnan Farooqui
Categories: Cellphones
Tags: Apps, Snapchat