Snapchat Launches New Discovery Tool
Advertisers who purchase Snapchat’s wacky lenses and filters can now attach a context card for free. By swiping up on a sponsored lens or filter, users can immediately access campaign sites without ever leaving the app.
Finally breaking it’s “no links” rule, this new feature sees Snapchat encouraging action, with its aptly named ‘Context Cards’, allowing users to find out more information about Snaps shared.
Context Cards can feature things like:
- Reviews from critics and customers
- Directions to the venue
- Hours of operation
- Phone numbers to contact
- Rides from ride-sharing services
- Reservations at restaurants
- Websites for more information
- More Snaps from nearby
With this new feature, brands will not only be able to track, but also generate sales. Lionsgate, the US-based entertainment corporation, for instance, allowed users to purchase movie tickets through a sponsored filter promoting their latest movie.
Here’s what our Digital Media Manager, Sue Lin Teo has to say about the new feature: “Context cards create additional brand assurance, helping increase click-throughs and conversions. We see context cards becoming best practice for any brand utilising snapchat – with mutual benefits for both our clients and their consumers”.
Snapchat has the potential to become a great visual starting point for users. With the integration of Context Cards in Stories, businesses can first attract users with Snaps or Filters, and later encourage them to learn more or act now.
Context cards are currently being rolled out in the UK, US, Australia and New Zealand.
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