Starting in November, Snapchat Context Cards will contain more robust information on businesses following an integration with digital knowledge management platform Yext.
Context Cards were introduced in October 2017 as a way to give users easy access to reviews from critics and customers, tips, reservations, booking rides, directions, hours of operation, phone numbers, websites and other Snaps from around the area.
“This is really about the organic, unpaid experiences on Snapchat—how your business details show up in Context Cards and geofilters,” a Snap Inc. spokesperson said.
However, as Yext chief strategy officer Marc Ferrentino pointed out, “When the cards are empty, it’s not very exciting.”
On that note, Yext announced this week that it will power information about businesses—including names, addresses, phone numbers and hours of operation—that will appear in Context Cards.
Christopher Farm, co-founder and CEO of Tenjin, which recently became a Snapchat Mobile Measurement Partner, said the combination of Yext information and Snapchat Context Cards could help advertisers spend more effectively, adding, “The more context that can be given to the user, the more likely they will engage with it.”
Businesses will also be able to use Yext’s location export feature to create geofilters on Snapchat with information from the Yext Knowledge Engine exported in a geofilter-ready format.
Ferrentino explained that businesses pay Yext to manage their information across several platforms—including Amazon Alexa, Apple, Bing, Eventbrite, Facebook, Foursquare, Google, Instagram, MapQuest, Postmates, TripAdvisor, Waze, Yahoo, Yelp and YP—and when they update their information on Yext, those updates are applied across all of those platforms.
Aaron Goldman, chief marketing officer at marketing technology company 4C, saw the integration as a win for both Snapchat and businesses. “Snap is working to convert its lean-back consumption experience into one that precipitates the more lean-forward engagement that leads directly to commerce,” Goldman said. “This integration is a meaningful step toward fostering a transactional context on the platform. It’s all about getting people in to buy mode. That is the stuff advertiser dreams and return on investment are made of.”