Skip to main content

Snapchat’s new partnership with Foursquare could open the geofilter floodgates

Snapchat’s parent company Snap has struck a deal to access Foursquare’s location data. The latter is best known for its location and discovery app, which now boasts a database of more than 87 million real-life places, such as businesses, bars, restaurants, and markets. Foursquare’s data will power Snapchat’s geofilters — location-centric graphics that can be overlaid on to images and videos within the visual messaging app.

Until now, geofilters circulated by the app have generally been tied to broader locations such as cities, major sports arenas and events. The Foursquare partnership will open up the feature to a lot more people and services around the globe. It could, for example, power Snapchat’s custom geofilters tool — which allows users to create their own graphics for a price — essentially allowing for more information to be added to filters related to special events and occasions. Foursquare compiles its data by tapping into a variety of communication signals, including GPS, Wi-Fi, and Bluetooth to determine where exactly a phone is located.

Snapchat's custom geofilters tool could also benefit from the deal
Snapchat’s custom geofilters tool could also benefit from the deal Image used with permission by copyright holder

Foursquare’s data could also prove a boon for brands and marketers. Here’s how the company describes potential use cases for businesses on Snapchat: “Consider a surf brand. Now that we’re powering Snapchat Geofilters, the company could offer branded Geofilters at a chain of surf shops or at every beach in the U.S. Or a soda company may now purchase Geofilters across all fast food and convenience store locations.”

The onset of more sponsored geofilters will inevitably result in more cash in Snapchat’s pocket. Additional revenue options are critical to a company gearing up for an initial public offering.

Users too should welcome more geofilters that represent places they frequent or have a strong connection to, such as local parks, farmers’ markets, and bars. The data could also come in handy for snaps captured via the company’s new video-recording sunglasses, Spectacles, which are all about sharing your activity outdoors.

Foursquare claims it will not receive Snapchat user data as part of the deal. The platform already provides its data services to other tech companies, including Apple Twitter, Uber, and Pinterest. Foursquare was also one of the first brands to advertise on Snapchat’s Discover channel, where it ran promos for its Swarm check-in app.

Editors' Recommendations

Saqib Shah
Former Digital Trends Contributor
Saqib Shah is a Twitter addict and film fan with an obsessive interest in pop culture trends. In his spare time he can be…
Snapchat introduces four new social engagement features
Snapchat. Credits: Snapchat official.

Snapchat is continuing its feature rollout to boost social engagement on both its Android and iOS apps. This rollout is part of the app's ongoing attempt to catch up to Instagram and TikTok, as Snapchat lags significantly behind both titans when it comes to regular users. The first new feature is the addition of Bitmoji reactions, similar to Apple's iMessages reactions, which will also be introduced soon to WhatsApp. With this feature, users will be able to respond to messages with any one of the seven Bitmojis available. Users can simply long-press a received message and respond to it with their choice of emoji. The second change is extremely valuable, as it allows users to preview everyone on the voice call before joining the call. It could help users be prepared and ensure their safety. Lenses can now also be added easily to video calls.
Snapchat's new features could give the social media platform a major engagement boost. Image used with permission by copyright holder
The third feature addition permits users to add threaded replies to individual chat messages. This helps users find answers in the same thread instead of endlessly scrolling through thousands of replies. Users can simply long-press a message of their interest, reply to it, and begin threading replies. The fourth and final feature is the inclusion of poll stickers, which can be used to create emoji-focused polls. These polls can also be shared in snaps and stories. They are available in the app's sticker folder. The polls will have an element of transparency, letting users see how their friends voted at the polls. The potential for misuse also exists, so users should preferably create these polls only with their close groups or be careful about sharing personal information. Snapchat has faced tough competition from Instagram, thanks to its "Instagram Reels" feature, as well as TikTok. As of January 2021, Instagram and TikTok boast 1 billion and 800 million monthly users respectively, as opposed to Snapchat's comparatively moderate 382 million. With these minor changes, Snapchat hopes to begin holding its own in the social media space.

Read more
Snapchat is finally ditching one of its most controversial filters
snapchat ios App Store. Credit: XanderXT / Shutterstock

Snap is removing from its Snapchat app a controversial speed filter that has been blamed for encouraging reckless driving.

Released eight years ago, the filter lets you take a photo or video overlaid with a readout of the speed at which you're moving.

Read more
DJI could drop a new drone this week. Here’s what to expect
dji could drop a new drone this week heres what to expect air 2s pre launch photo

Though not confirmed by the company itself, DJI is expected to unveil an update to its popular Mavic Air 2 drone this week.

The new drone is expected to be called the Air 2S, and while the name suggests an incremental update rather than a major design overhaul, there will still be some notable improvements. The news comes courtesy of OsitaLV, a reliable leaker who called it right with, for example, DJI’s FPV drone and the Osmo Pocket 2 camera.

Read more