Oct. 12, 2017—Snapchat is rolling out what it’s calling “Context Cards,” a new way for users to get information about the places from which people are snapping, presenting another local opportunity for advertisers in the process.
The new tool lets users swipe up to get more information on the physical location—or business—from which a snap was sent.
The function will work on both snaps from friends and on Snap Maps, the Snapchat-curated map of snaps of user-generated happening around the world.
The cards will include location data and other pertinent information, including menus, phone numbers, reviews, details on how to make a reservation, and the option to book a ride there.
Snap has partnered with a range of companies to provide information and services through Snapchat, including Uber, Lyft, TripAdvisor, Foursquare, Michelin, Goop, OpenTable, Resy and Bookatable. Snapchat currently is not monetising this function, but it’s easy see how this could increase the time users spend within the app; the Context Cards have the potential to make Snapchat more of a destination for users to plan and document their daily lives.
How to find Context Cards:
To find Context Cards, swipe up on any Snaps that says “More” at the bottom.
These Snaps include those tagged with the white, venue-specific Geofilters or any Snap that has been submitted to our public Our Story and appears in Snap Map or Search.
The first Context Card that appears will contain basic information like the name of the place, category of venue (i.e. department store or restaurant), and partner’s rating, for example.
Varying by type of venue and the information available about each location, additional Context Cards may include:
- Reviews from critics and customers
- Directions to the venue
- Hours of operation
- Phone numbers to contact
- Rides from ride-sharing services
- Reservations at restaurants
- Websites for more information
- More Snaps from around that area