Snapchat Adds Partner Layers to Social Map - Reaching 250M Users

Snap's Vision for a Personalized Map Experience

Snap is focused on providing its users with a more individualized perspective of their surroundings.

While established map applications like Google Maps and Apple Maps traditionally depend on data from external sources to enhance their contextual understanding, Snap intends to empower users with a more direct and customizable method.

This approach involves integrating third-party services into its Snap Map product, enabling users to curate a geographic view aligned with their specific interests.

Introducing Layers: A New Dimension to Snap Map

Announced at the Snap Partner Summit, the new feature, called Layers, allows users to incorporate data from select developer partners directly into their map interface.

This integration allows for a highly personalized view of the world around them.

“Layers represent the evolution of the Map, transforming it from a single product into a versatile platform,” explains Bryant Detwiller of Snap to TechCrunch. “Our primary goal is to enhance the map’s overall utility.”

A Social Map Focused on People

Snap Map has always prioritized a social experience, centering around connections with people and friends rather than solely focusing on navigation.

Layers will theoretically give users greater control over the points of interest that shape their map experience.

Currently, Snap Map boasts approximately 250 million monthly active users.

Initial Partnerships and Future Expansion

Similar to Snap’s strategy with its Minis and Games, the rollout of Layers partnerships is beginning at a measured pace.

The initial collaborators include Ticketmaster and the restaurant review platform, The Infatuation.

The Ticketmaster Layer enables users to browse upcoming concerts at local venues and seamlessly transition to a Ticketmaster Mini within the Snapchat app to purchase tickets.

Through The Infatuation, users can discover curated restaurant recommendations and reviews directly on the map.

Snap anticipates expanding these partnerships further, although a widespread opening to all developers is not currently planned.