The popularity of lenses and filters on the Snapchat platform led to the company allowing for custom geofilters to mark events like weddings, birthdays or businesses. Now, brands and celebrities alike are using them to promote a product or event.
Enter Makeshake, an on-demand platform where users who might not have the design skills to create their own filter pay a designer to customize one for them. At an average of $22 per filter, users can purchase an image to overlay on top of videos and photos taken near that physical location.
Co-founders Mayra Alejandra and Kevin Page are trying to fill a void in the market for Snapchat users who might not be able to design their own filter. It's also a solution for businesses that don't want to pay the fee for one of Snapchat's custom, multiday filters.
"It's mainly U.S. and mainly women looking for a filter for their friend's wedding or their wedding," Alejandra told CNBC. "We've also learned that there's a limit to the marketplace in the fact that geofilters are only available in Canada, the U.K. and the U.S."
There are two types of geofilters Snapchat accepts: community filters and on-demand. Community filters can be purchased from Makeshake and are submitted for approval. While they can include locations such as a university, landmark or city, they cannot include a brand logo.
Makeshake is not alone as a third-party app cashing in on Snapchat's custom filters. Competitors include Geo-Filter (prices between $20-$100), My SnapFilter (prices between $75 to $200) and Geotag filters (prices between $50-100+) among others.
For now, designers are just customizing filters on Snapchat. With social media skewing toward more customizable content, however, it might open up more avenues for designers who want work.