By Paresh Dave
Los Angeles Times
WWR Article Summary (tl;dr) In the year since Snapchat began welcoming geofilters, paid submissions have increased to tens of thousands per day. Graphics tied to weddings and birthdays are most popular.
Ann Beverly had eyed a set of golf clubs as a college graduation gift for her son. In an impulse buy during commencement, though, she just had to tack on something else.
She was browsing on her smartphone, not on Amazon.com or Facebook, but on Snapchat, when up popped a small graphic congratulating some other Chico State student on graduating.
Beverly, a Snapchat user since her children introduced her to it three years ago, knew that the messaging app offered graphics to decorate photos and videos. But she hadn’t known that she could upload her own artsy stamps.
Beverly immediately wanted to make a graphic that would celebrate her son Parker that day and be available for anyone nearby to affix to their Snapchat messages. It ended up costing her $27.
She was far from the only one this graduation season to realize the briefly available graphics, which Snapchat calls geofilters, can be a prize for a generation of young adults who’ve grown up competing for social media likes, hashtags and friendships. To them, virtual novelties are as essential at graduation as posters, funny caps and purple orchid leis.
In the year since Snapchat began welcoming geofilters, paid submissions have increased to tens of thousands per day.
Graphics tied to weddings and birthdays are most popular. But graduations, with 15 percent of buys, claimed the No. 2 spot from birthdays last month, according to data from Snapchat’s template library. About half of users design from templates provided by Snap Inc., with the rest turning to their own skills or contractors found online.