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Snapchat's Foursquare and Factual partnerships double geofilter usage

Snapchat's Foursquare and Factual partnerships double geofilter usage
From TechCrunch - July 15, 2017

Borrowed location databases are paying off big time for Snapchat. They allow users to turn any nearby landmark or business into a stylized geofilter that they can overlay on their photos and videos. Before Snapchat partnered with location data providers Foursquare and Factual, only a few popular neighborhoods, cities, and places had their own geofilters.

Making geofilters scalable so even people in small towns around the world can use them has massively boosted viewership. Today on the third anniversary of the launch of geofilters, Snap Inc tells me that every minute, geofilters are viewed over 1.5 million times by message and Story viewers. That equals 2.16 billion views per day.

For reference, Snap announced in its February IPO filing that geofilters were viewed 1 billion times per day. Since then, Snaps daily user count has only grown 7.7%. Yet geofilter viewing has more than doubled. Thats a strong sign that Foursquare and Factuals location data that unlocked geofilters everywhere has made the feature much more popular.

Snapchat announced the partnership with Foursquare in November, though at the time it was designed to power better ad targeting. Foursquare doesnt just know the coordinatesof every business in certain countries, but also the category. The partnership would allow a brand to buy a geofilter ad available at every beach in the US, or every convenience store. Snap doesnt provide any info on Snapchat usage back to its location partners.

In December, Instagram launched location stickers that let users turn any location into a stylized overlay for their posts. With Instagram, you can pick from any place anywhere, not just whats nearby. Thats helpful if youre uploading a photo you took a few hours ago somewhere else. The scalable location sharing sticker launch was seen as one of Instagrams first innovations in the Stories space after copying much of the feature from Snapchat.

Over the past months, data from Factual and Foursquare has allowed Snapchat to roll out its own version. After swiping through the more flashy, illustrated geofilters available nearby, users see a simpler white title for a place close to them. Tapping the name cycles through other nearby places. That interface is less robotic and fits into the content creation experience more seamlessly than Instagrams.

Beyond Stories, Snapchat Zeroes In On Location

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