Snapchat has proven to be a great social media tool for the restaurant industry. If used properly, the app allows loyal guests to form a closer relationship with their local eatery when it provides a fun behind-the-scenes look into the business’ initiatives and customer’s favorite dishes.
Earlier this week, the photo and video messaging app announced a feature that allows users to learn more about what they see on Snapchat.
The company calls it Context Cards.
By just simply swiping up after seeing something interesting in a Snap that has the text “MORE” labeled at the bottom of the screen, users can find additional information about the specific piece of content that is being viewed. The company has partnered up with influential players like TripAdvisor, Foursquare, Michelin and goop to bring valuable details about popular places to its users.
As of Q2 of 2017, there are 173 million daily active users worldwide of the ghost app Snapchat— showing a slow, yet steady, growth year-over-year. Recently, we reported on how the company had been struggling to get advertisers to invest their ad dollars due to the slow user growth rate.
Currently, Snapchat is wildly popular with teens. In a recent study, 47 percent of that demographic claimed it as their favorite app.
Maybe this initiative will give the app the boost it needs amongst the older demographics?
This social media app will be connecting people to places like restaurants, hotels, and tourist destinations like never before by enhancing the user experience with important information about these places; like, ratings, reviews, travel tips, etc.
It will also allow people to see more Snaps from the places that interest them because the company has integrated Stories into the Context Cards, making it easier for people to see others’ public Snap Stories featuring the place of interest.
Not only can the app help users find out more information about a place of interest, but it can also take them there.
That’s right! The company also partnered up with Uber and Lyft.
Can you imagine your potential customers having a night out with friends, they find your restaurant through the app, they get there through the same app, and they document their experience for the night on there, as well? The potential for exposure for a business and the convenience for the app users are almost endless. Businesses will be able to provide images to further add context to the card that will pop-up for Snapchat users.
On top of all the new features, Context Cards will also provide a simple way to book table reservations through OpenTable, Resy or Bookatable.
As reported by “Wired,” “Snap will wait to see how users embrace this new approach to discovery before the company attempts to make money off of it.”
While some experts believe that the social platform is just a fad, the tech company is certainly one to keep an eye on.