Snapchat geofilters are about to get a whole lot more creative, thanks to a new partnership with Foursquare.
Geofilters— the location tags Snapchat users can swipe over images and videos —are currently limited to general areas, like cities, events, and sporting arenas, notes Digital Trends. But as a result of this new partnership, Snapchat users will be able to access 87 million places in Foursquare's database.
Mike Harkey, Foursquare's vice president of business development, says the partnership offers advertisers an opportunity to better market to their customers.
“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," Harkey wrote in a blog post.
But the new feature will benefit Snapchat, too. Since the app's parent company, Snap Inc., is preparing for an initial public offering, the increase in sponsored geofilters could lead to additional revenue that will be an important fact of going public, notes Digital Trends.
This isn't the first time Foursquare, which compiles its data through communication signals like GPS, Wi-Fi, and Bluetooth, has worked with Snapchat: The brand was one of the first to advertise on Snapchat's Discover channel, where it placed 10-second ads for its Swarm check-in app, according to Harkey.