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first published week of: 10/16/2017
( Snap)
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.
Read full story at Variety…