Snapchat has announced it will now allow brands to purchase and customise its geofilter feature for advertising campaigns.

Location, location

Geofilters were first rolled out in December 2014, and allow users to add a location-themed overlay to photos and video. For example, a geofilter of the Eiffel Tower might overlay snaps of a trip to Paris.

Geofilters are huge on Snapchat, with over 1 million being sent every day.

McSnap

Last week, McDonald’s became the first brand to use geofilters in a campaign.

Now McDonald’s-branded geofilters that can be accessed by customers in 14,000 of the fast food giant’s restaurants throughout the US.

Next big thing?

Snapchat says brands can customise their own geofilter, which will appear with a small ‘sponsored’ imprint.

With over 100 million users and growing, geofilters might be a new way for brands to reach this lucrative millennial market.