“It’s a way to learn more about snaps that you’re viewing,” said Evan Spiegel, Snap’s chief executive, in an interview at its headquarters in Venice, Los Angeles. “We showed how communication can be made so much more engaging and fun if it’s visual. Now we believe that people want to explore the world and learn about things in a way that’s visual-first.”
To begin with, Snap is providing context cards about a post’s location — for instance, if a friend has tagged a restaurant or store with a filter, or through users browsing posts by strangers on its recently launched Map feature. Partners include ride-hailing services Uber and Lyft, restaurant booking apps OpenTable, Resy and Bookatable, and travel tipsters Foursquare, Michelin guides and TripAdvisor.