Snapchat’s Foursquare and Factual partnerships double geofilter usage. They allow users to turn any nearby landmark or business into a stylized geofilter that they can overlay on their photos and videos. Yet geofilter viewing has more than doubled. With Instagram, you can pick from any place anywhere, not just what’s nearby. The scalable location sharing sticker launch was seen as one of Instagram’s first innovations in the Stories space after copying much of the feature from Snapchat. Snap launched Stories Search that shows you content from any place or event. The more Snap can get them thinking about adding location to their posts via geofilters, the more likely they are to try the rest of its location features. The startup’s “Snap-To-Store” ad measurement feature meanwhile detects if users view a geofilter ad, then subsequently go to that brand’s brick-and-mortar store. With Instagram successfully outcompeting Snapchat around Stories, Snap needs to find its next hit product. Doubling geofilter viewership in just six months is a great sign that Snap’s on the right path.
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, Snap’s daily user count has only grown 7.7%. Yet geofilter viewing has more than doubled. That’s a strong sign that Foursquare and Factual’s 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 doesn’t just know the coordinates of 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 doesn’t 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 what’s nearby. That’s helpful if you’re uploading a…