Mar 15, 2016
Reaction score
What Does Snapchat’s New Context Cards Mean for Online Reviews?


It'll hurt or help your business.

Snapchat has just announced Context Cards. It's a feature that's available to advertisers. It's a huge advantage if you're ready to use it and an expensive headache if you're not. Context Cards will have a huge impact on your reviews.

Picture this.

You're shopping for a hotel. You're going on vacation, so you're looking for a premium experience. You want a hotel with great food, outstanding service - all the amenities a hotel should have.

You've narrowed your search down to two hotels in your target area.

The first hotel doesn't have much in the way of reviews. Could be a fantastic place to stay, or a nightmare. There's no customer feedback, so it's difficult to know what you're dealing with. Hmm... Maybe the second hotel will have more to work with.

You take a look.

The difference is night and day. They have pictures of everything. Hundreds of glowing reviews from happy customers just like you. They gush about the wonderful service, the atmosphere, the food.

Which hotel do you choose?

This is bad news if you're unprepared

If you're in this situation and your listing is filled with negative reviews (or worse no reviews) you have a problem.

Hotels are aware of the difference reviews make. They're sensitive to the feedback customers leave behind. If a new social or review site appears, most are working to generate positive reviews.

Other industries? Not so much.

With most other industries, the approach tends to be, take it or leave it. The attitude goes like this: "if customers write a review that's great. If they don't write a review, eh, no sweat off my back. If I have no reviews, no biggie."

You could have gotten away with this in the past.

Not anymore.

Those days are long gone. Snapchat’s huge millennial demographic means their users are focused on technology. This means they rely heavily on online reviews, especially within specific industries.

? Retail:As the retail apocalypse has shown, millennials are shifting their dollars away from bricks and mortar sellers to online retailers who cater to their values, wants and needs.

? Restaurants:When it comes to food, millennials are sophisticated foodies. They’re quick to critique businesses with less than ideal standards. They typically have very high expectations and they’re more than willing to cook at home when their expectations haven’t been met.

? Finance:Millennials have witnessed three major stock market crashes in their lifetime. They have an inherent distrust of all things financial. While they’re set to receive the greatest transfer of inherited wealth, they don’t have the spending power of their predecessors now.

? Services: Millennials are looking to partner with companies that make a difference in the world. They’re looking to make an impact, to achieve results that are significant and noteworthy. When it comes to your marketing, they expect your messages to be in line with their values.

Millennials are adults now and as customers, they expect to see your listings on the sites they use. If your profiles are incomplete or light on positive reviews they move on.

But why?

Why does this matter to customers so much?

The good news: reviews aren't really all that important, right?


Reviews are incredibly important on their own. Customers use reviews to confirm or defuse objections. They learn about what it's like to work with your company. It gives them a sense of what to expect (good or bad).

Reviews give you something more important.

Customers use reviews as a signaling tool. Customers use reviews to measure your value in the marketplace. The more positive reviews your company has the higher your company's social status.

Here's where things get interesting.

Customers use many factors, including reviews, to determine their own status/social worth. I admit it, this sounds a little bit silly.

But it's true. Here's how we know.


Customers use the Apple iPhone as a social comparison tool and status symbol. Almost immediately, people respond with, "well yeah, that's because it's Apple." But it's not just Apple. Whether we like it or not these abstract ideas - honor, trustworthiness, values, status - are a part of marketing.

These abstract ideas are things customers want from you.

Read the rest of Andrew's post here to see more screenshots and details on how businesses can get involved with the context card game.

Similar threads
Thread starter Title Forum Replies Date
Lachlan_Wells Accept/Discard Google Updates - Does this feature work for you? NAP, Categories, Dashboard Data 2
abbiebeltran GMB Verification Postcard Update - What Does 2021 Postcard Look Like? Google My Business & Google Maps 1
Niki Business category does not support more hours Help & Support for Google Local 3
rayrober GMB Messaging does not turn on Help & Support for Google Local 2
nathangdavidson Does anyone know if there's a GMB Category for vaccination centre? Google My Business & Google Maps 8
RobertCarnitas GMB Spam for 'Located In' business - Does it affect the GMB listing for the business that is located inside it? Spam on Google 3
Greg Bernhardt User asked a question... Q&A area does not exist in brand panel Google My Business & Google Maps 1
harmony How Does Google Choose Service Options in a Review? Local Reviews 6
L Does selecting a service area for hidden address business have negative effects? Moving or Name Changes 1
NexstarNickR Does PPC Perform worse if there are no trackable goals? Ask a LocalU Expert [PRIVATE] (LocalU) 4
Rich Owings Does "near me" optimization bring more organic or GMB clicks? Organic SEO 4
NickB-Tampa Why does Google keep updating changing the main category on our listings to ones that don't make as much sense? NAP, Categories, Dashboard Data 2
eshad Account suspended, duplicate created. Suspended listing shows. Verified listing does not Google Duplicates & Merges 3
M Where does this type of SPAM come from? Spam on Google 7
P Does suspended listing affect account quality? Google My Business & Google Maps 4
I How does URL Shortening sites like Umuly work? Websites, Software, and Security 0
Steve Wiideman Does anyone have a Google My Business claiming best practice guide? Google My Business & Google Maps 3
djbaxter Google: Moz Spam Score, Domain Authority Does Not Impact Google Rankings Organic SEO 1
Eoghan_MFeed Does anybody have any idea how many users Apple Maps actually has? Local Search 0
N Creating new location groups, does it affect other owners/managers' views? Multi-Location Issues 2
Danish Blackmail Review (Asking money to remove it) | Google support does not wish to take it down Local Reviews 2
TimH FB app iphone does not show recommendations Local Reviews 0
LocalSEODat Using UTM for GMB link to website. Does that mess w/ citation matching, rankings or anything negative effect? Google My Business & Google Maps 5
V Local Services Ad: Does using a different phone number in local services ad effect the organic ranking for my site Paid Search and Local Service Ads 5
Y One of my rivals bought 5 stars 100 spam reviews in 2 weeks Google does not care Google My Business & Google Maps 1
Tony Wang Google now does food ordering Google My Business & Google Maps 2
M GMB Virtual Care Link - Does the URL have to be on the website? Google My Business & Google Maps 1
djbaxter Does John Mueller have a side gig? Break Room: Chat and Off Topic 0
K Map Pin Does Not Show When Business Owner Googles Their Address Google My Business & Google Maps 1
Zhanna Does Local SEO for small hotels return the investments? Google My Business & Google Maps 4
erickseo Does having a tracking phone number as primary instead of our regular phone number hurt ranking? Local Search 13
TammyT Does city in business name increase local pack visibility Local Search 7
FriarTuck00 How Long Does It Take to Get Duplicates Removed? Google My Business & Google Maps 5
kathleen.rhodes Google's My Business Provider - how does a Chamber of Commerce sign up Help & Support for Google Local 6
djbaxter Google reminder: Structured Data Does Not Impact Ranking Organic SEO 0
djbaxter Mythbusting: Linking out to authority (or other) sites does not help rankings Organic SEO 15
F Does punycode help ranking? Ranking Puzzles 1
kathleen.rhodes Does anyone have experience with eClincher for posting to GMB (and social sites)? Local SEO Tools & Software 1
Amy Toman In Request A Quote dropdown, where does G source the fields? Google My Business & Google Maps 3
M Does it make sense to backlink from local citations.... Local Search 7
B Does verifying my GMB prevent users from changing location details so often? Google My Business & Google Maps 3
Vincent Tobiaz Same person 2 profiles same review - flagging does nothing Google My Business & Google Maps 1
M How Does Google Calculate Call Only Ad Charges? Paid Search and Local Service Ads 4
F How Does a Business Deal with Fake Reviews? Recycle Bin 0
A What does a red update mean? NAP, Categories, Dashboard Data 1
Travis Van Slooten Where Does MapQuest Get Its Data? Local Search 9
Marissa Does GMB Secondary Phone Number Show Up Anywhere? NAP, Categories, Dashboard Data 2
ashley.smith Does Google My Business prioritize reviews from Local Guides over other users? Local Reviews 7
MannyL GMB page website does not display services Help & Support for Google Local 4
M Does this video have any facts to it? Local Search 5

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

Trending: Most Viewed

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert

Top Bottom