Filterpop Case Study

Social media has become the epitome of modern day communication. The article which I am analyzing today talks about a new start-up that could change the game for Snapchaters and the way we use geofilters. FilterPop, the marketplace for Snapchat geofilters, has made it so that any designer, brand, social media influencer, or celebrity can now upload and sell Snapchat geofilters.

To upload a design, a user simply needs to go to FilterPop, press "start selling," and upload his or her first design. Once a design is uploaded, an admin will review it. Once a geofilter is approved by a FilterPop admin and starts selling, the uploader of the design will start receiving a minimum of 50% of each sale. This typically means that the artist or brand will get at least $5 to $10 per graphic sale. In doing so, it gives designers a single platform to manually upload designs and sell them. It also gives the customer the freedom to edit such design for his or her event.

This also allows for crowdsource media buying. FilterPop crowdsources media buying when fans of a brand decide where a geofilter ad can be found by putting the geofilter design where the fans and others can use and enjoy them too. Additionally, this allows brands to generate revenue when their fans buy their geofilter designs. This way, fans not only pay for the ads but pay the brand to launch Snapchat ads for them.

Christopher Henie, the author of this article, mentions a different company with a similar focus that ended up going bankrupt. Henie writes

“Kehr envisions FilterPop expanding its services to Instagram, Facebook and WhatsApp in future months or years, and that's probably a smart idea since it's a bit unclear how Snap Inc. will treat entrepreneurs in its ecosystem going forward. Snapchat, of course, already offers geofilters to brands on a custom basis and is expected by many to extend the features to be created and sold by its ads API partners. So, it's possible that FilterPop could get squeezed out of the business if Snapchat expands its geofilter services to the more do-it-yourself, low-budget crowd”.