Lots of people share their locations with Snapchat when they take pictures or videos. Now Snapchat wants to share more info about those locations -- like how far away those places are, or what kind of food is served there -- with other users on the app.
To do this, Snap has partnered with a number of companies, including Foursquare and TripAdvisor, to surface information about the places where users create Snaps.
If users share their locations along with Snaps -- either by submitting it to a public Our Story or by adding a special venue filter -- Snapchat will let others swipe up to see more info about those locations. That could include maps, menus, hours of operation and customer reviews and ratings.
Snap will also let users link to other apps -- like Uber or Lyft to book a ride, or OpenTable to make a reservation -- though there won't be any way to make purchases directly inside Snapchat.
The update accomplishes two things: It gives users a chance to see where their friends are hanging out, and it may encourage more users to share their locations with the company. Snap already has a handful of products, including its new maps feature and location-specific filters, that require users to turn on location-sharing.
More importantly, the update should give Snap another potential revenue stream down the line. These swipe-up-for-more cards could give businesses a place to advertise, or offer users discounts or coupons to entice them to come visit. The data could also help Snap better target its existing ad products.
For now, though, these cards are just meant to share more info. Information about where users are spending their time is important to other ad companies like Facebook and Google, either because it helps with targeting ads or proving that the ones you've already seen actually led to sales. If Snap wants to become a big-time ad business, having its own location data could help.
The feature rolls out Tuesday on both iOS and Android in the U.S., Canada, the U.K., Australia and New Zealand.
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