Foursquare today announced that it is offering users the chance to share photos and comments when they check in with businesses through the geosocial app. This means brands on the site can benefit from user-generated content and more social chatter.
Foursquare officials explain that these features are being launched due to popular demand, and they point to a range of benefits users – and marketers – may like. They anticipate that comments will help users meet up and better explore the businesses in their neighborhoods. Photos will serve as an extra layer of advocacy for local spots as consumers try to decide where to go.
Additionally, the company is trying to create a way for users to keep better track of comments, which will make them more readily serve as reviews. The photos will eventually be coordinated with Facebook and Flickr accounts for users to share them with a wider social network, meaning marketers may find their advocates reach an audience beyond foursquare's user base.
While Brafton has reported that major brands, including Pizza Hut, have seen gains from foursquare, these new features may help smaller businesses benefit from a presence on the site – and it seems this is just the beginning.
As Brafton reported last month, foursquare cofounder Dennis Crowley offered insight on the future of foursquare at ad:tech New York, and the company has a number of recommendation-based developments in the works.