Introducing Context Cards: Snapchat’s Newest Feature Aimed To Help Advertisers



Context Cards are available today for iOS and Android in the U.S., Canada, U.K., Australia and New Zealand.

Snapchat is looking to broaden its functionality and fundamentally change how we seek and utilize information with a new feature announced last week: Context Cards.

According to TechCrunch sources, the cards won’t apply to every Snap, at least not for now. Rather, the tool will apply to Snaps, both videos and images, geotagged and shared in public stories. Content added to the regional “Our Story” feed appearing in Snap Map or Search will automatically come with the cards as well.

As the video demo above depicts, a Context Card can be accessed by swiping up on a Snap with the words “more” at the bottom. You’ll then instantly be shown basic information and details about that particular place such as the phone number, address, website link and hours (much like you’re accustomed to by using Google Maps). But that’s not all. You’ll also be able to see how the place has been reviewed, make a reservation or order a ride to the venue thanks to partners like Foursquare, OpenTable, TripAdvisor and Lyft you can then make a reservation or order a ride to the venue.

In a statement shared with Elite Daily, TripAdvisor’s senior director of partnerships, Nicole Brown, expressed her enthusiasm about the deal: “We are excited to partner with Snapchat to show consumers around the world how TripAdvisor provides travelers with the latest reviews — more than 535 million worldwide — and the lowest prices to discover the best places to stay, eat, and play while at home or on the go,”

Though still fresh news, from what we can tell it looks like this is a wise move, especially given a recent report released by Axios that revealed Snap Maps have contributed to 40 percent growth in Stories submissions since it was launched only fourth months ago. Further, the company reported that it expects over a trillion Snaps to be sent within 2017 with daily active users opening the app at least 20 times per day. Just in Q2 alone, users under the age of 25 spent more than 40 minutes daily on the app while those over 25 spent more than 20 minutes.

With these numbers pointing to tremendous potential, and in an era where the battle to capture the highest percentage of engagement and the largest number of DAUs is in full force, Snapchat has virtually nothing to lose and everything to gain.

As far as the implications for brands are concerned, Snapchat stands to make a pretty penny with the Context Cards, namely by adding value proposition through the eyes of advertisers and investors. At the same time, these companies have a new outlet at their disposal from which to display their creative capabilities and tell their stories.

Cover image via The Verge.

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