Snapchat has released a new feature to their app, one that may prove out to be a big game changer in the world of local search. Local recommendations and location-specific information are making their way to Snapchat’s user base of close to 200 million with their new Context Card feature.
Snaps added to the regional Our Story feature, or those sent with the white-text, venue-specific geofilter, will include the cards automatically. "Users can swipe up on any snap that displays the word “more” and they’ll see an interactive card pop up with contextual information about the place in question. Partners supplying information for the cards include Foursquare, OpenTable, TripAdvisor, and Lyft, and will grow over time," Snapchat representatives said, quoted by The Verge.
Some context cards will also have public stories integrated into the card, along with images contributed by the venue."The move comes about four months after the introduction of Snap Maps, which allows you to see your friends’ locations in real time, alongside a heat map of public snaps. Maps are viewed internally as a promising new area of investment for Snap; contributions to public stories are up 40 percent since they were introduced, Axios reported last week. Context cards will help Snap build out an infrastructure for its future efforts in local products, while also likely creating new revenue opportunities down the line," added The Verge.
This new feature combines this contextual information with word of mouth recommendations. Younger demographics often value the recommendations of friends over other information and Snapchat is one of the core ways that these younger users made those recommendations to each other.
TechCrunch also wrote:
Snapchat’s Context Cards are bound to be a big deal for the company and the platform – they’re a new way for Snap to drum up business, for one, and they’re also just starting out, with plenty of potential to grow in future. Snap has positioned itself as a ‘camera company’ in the past, and this turns its camera into a visual-first contextual marketing platform.
It’s almost like Google’s contextual search-based advertising but for the visual world.