Friday, 20 October, 2017

Snapchat's new Context Cards give users less reason to search

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Earnest Maxwell | 11 October, 2017, 00:25

"With Context Cards, Snaps have become the visual starting point for learning more about the world, empowering our community to get more information about anything that catches their eye", the Snap team wrote in a blog post. For now, you can access Context Cards by swiping up on any Snap that says "more" at the bottom.

For example, you can quickly swipe up on a geo-tagged Snap from a local restaurant to see ratings from Foursquare, view the menu and make a reservation with OpenTable, and read reviews from TripAdvisor.

With the advent of Story Search and Snap Maps, Snapchat has proved not just that Snaps are good for more than silly selfies, but that Snapchat is one of the best resources when you want to know what's happening in a particular location.

For launch, context cards will be available in the U.S., U.K., Canada, Australia, and New Zealand on both Android and iOS. For instance, if your friend sends you a Snap from a restaurant, you can swipe up to see a Context Card that houses its location, user reviews, and contact information.

Snap says it aims to always show you the most relevant information.

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.

Its launch marks an enormous shift for Snapchat, which is becoming much more like a full-blown social network that's plugged into lots of different services, rather than the camera app it regularly claims to be. For a peek at how Context Cards work, check out the video below. Snapchat, which boasts a young-skewing audience, averaged 173 million daily users worldwide in the second quarter.

The aptly-named context cards serve as an information overlay that varies depending on the content of a Snapchat post.


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