Snapchat's 'Context Cards' Enable Real-World Discovery
Ellen Smith — October 11, 2017 — Business
References: techcrunch & wired
Snapchat's Context Cards are a newly released feature, which promote further engagement between geofilters and particular locations.
Geofilters and location tags are an entertaining method of sharing places one has visited. However enjoyable, the tags lacked real-world applications, as their existence is only relevant within the social media site. The new update aims to transform "engagement into a real world discovery" by enabling users to view specific details, reviews and information about the tag via a click-through link. Through this update, companies may be more inclined to create personalized location tags that will direct other potential consumers to the company's website or to a series of pictures and reviews.
This engaging update enables the social media platform to function as a marketing tool for other companies.
Geofilters and location tags are an entertaining method of sharing places one has visited. However enjoyable, the tags lacked real-world applications, as their existence is only relevant within the social media site. The new update aims to transform "engagement into a real world discovery" by enabling users to view specific details, reviews and information about the tag via a click-through link. Through this update, companies may be more inclined to create personalized location tags that will direct other potential consumers to the company's website or to a series of pictures and reviews.
This engaging update enables the social media platform to function as a marketing tool for other companies.
Trend Themes
1. Contextualized Social Media Updates - Snapchat's 'Context Cards' enable users to view specific details, reviews, and information about geofilters and location tags, transforming engagement into real-world discovery.
2. Personalized Location Tags - Companies can create personalized location tags on Snapchat to direct potential consumers to their website or to a series of pictures and reviews, offering a disruptive innovation opportunity in marketing.
3. Social Media as Marketing Tool - Snapchat's Context Cards update allows the social media platform to function as a marketing tool for other companies, presenting an opportunity for disruptive innovation in social media advertising.
Industry Implications
1. Social Media - The Context Cards feature on Snapchat presents a disruptive innovation opportunity for social media platforms to enhance user engagement and provide valuable marketing capabilities.
2. Location-based Services - The ability to view specific details and information about geofilters and location tags through Snapchat's Context Cards creates a disruptive innovation opportunity in location-based services, enabling businesses to target and attract potential customers based on their location.
3. Digital Marketing - Snapchat's update of enabling users to click through Context Cards and access more information presents a disruptive innovation opportunity in digital marketing, allowing companies to provide personalized content and drive customer engagement.
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