Struggling in Social, Snapchat Moves Into Search
When Instagram Stories was rolled out, many wondered what would happen to Snapchat and if the social media darling would be able to survive.
Snapchat, however, is moving away from a pure social play, and getting into another highly competitive space - search.
The company announced that it has purchased Vurb for $110 million. Vurb is a recommendation app that provides users with suggestions/results on things to do and places to visit.
No information was provided as to how Vurb's content and tech will be integrated into Snapchat but it is expected that Vurb cards could be geo-loaded into Snaps. Essentially, when a friend posts a Snap of them doing something or near some place, their friends will be able to see where it was taken. Vurb also has a feature called Decks where users can collect their own listings of best places to go and things to see.
It's certainly an interesting acquisition but local search is a hypercompetitive market - will Snapchat be able to differentiate its services from both Facebook and now Google? Share your thoughts with a comment now.