More context please! Snapchat boosts contextual information for geo-tagged photos

Anne Freier

In Mobile Advertising

October 12, 2017

Snapchat has unveiled a new feature dubbed Context Cards, which add contextual information to photos that are geo-tagged. The cards display related information for other users to check out.
In that sense, Context Cards are similar to existing Snapchat tools for publishers, which let users swipe Stories for more information. That means users can check out a venue’s address, opening times, phone number, website, but also other users’ reviews. In addition, Stories can be integrated into these cards.
All the contextual information is being provided by Snap partners Foursquare, OpenTable, TripAdvisor, and Lyft.
Here’s a promotional video to check out:

Similar to review boards such as Yelp, Context Cards add to the marketing experience on Snapchat as they provide local businesses with an opportunity to boost their presence. Discovery is made easy that way. This has the potential to open a new revenue stream for Snap.
However, the added contextual information is not appearing in every snap. Instead, the cards are being reserved for “Our Story” and Snap Map or search features.
The addition certainly cements Snap Inc.’s commitment to location-based marketing. Earlier this year, Snap Inc acquired Placed, the location measurement company to help advertisers track digital-to-store conversions.