Snap is launching a new way to wring dollars from Snapchat’s fleeting posts with Context Cards: a feature to let users access more info or launch third-party services based on the location of the Snaps they’re viewing.
Content partners for Snapchat’s Context Cards include Gwyneth Paltrow’s Goop, TripAdvisor, Foursquare, and Michelin. The feature also is integrated with car-hailing services Uber and Lyft and reservation-booking services OpenTable, Resy and Bookatable. Snap said it’s working to add more partners, as well.
To access Context Cards, users swipe up on any Snap that says “More” to display additional info or actions. The first Context Card that appears will contain basic information, such as the name of the place, category of venue (e.g., department store or restaurant), and partner ratings. Snaps included in Context Cards are those that have been tagged with Snapchat’s venue-specific geofilters or any post that has been submitted to the Our Story section.
Snap declined to disclose the financial terms of the deals with the Context Cards partners, but presumably the company has some kind of revenue-sharing agreements with them. Snapchat, which boasts a young-skewing audience, averaged 173 million daily users worldwide in the second quarter.
The Context Cards will vary by type of venue and the information available about each location. The additional Context Cards may include: reviews from critics and customers; directions to the venue as well as hours of operation and phone numbers; rides from ride-sharing services; reservations at restaurants; websites for more information; and other Snaps from around the area.
“Travel is one of our most popular verticals, and a natural extension of Gwyneth’s impetus for starting Goop: to create a place where readers can find recommendations from a trusted friend, not from an anonymous, crowd-sourced engine,” Elise Loehnen, chief content officer of Goop, said in a statement.
At launch, Context Cards will be available in the U.S., Canada, the U.K., Australia and New Zealand, on both iOS and Android versions of the Snapchat app.
Snap said many locations will also have Stories integrated into their Context Cards. That will let users access related posts submitted to Our Story (if they’re tagged at or near the location) as well as imagery from partners.
Watch a video demo of Snapchat’s Context Cards: