Snap Map Report: What Social Map Marketing Can and Can’t Do — 2.9x Discovery Lift, but Google Maps Still Rules Search

Snap has published a new report making the case for social map marketing through Snap Map. The data highlights word-of-mouth discovery — but also shows most people still turn to other map tools when looking for businesses.

About the study

• 17,000+ digital map users aged 13–44 across the U.S., Canada, the U.K., France, Germany and Saudi Arabia
• Conducted with eye square and Horizon
• Snap Map reaches 450 million monthly active users

Different maps for different jobs

People use Google Maps to navigate and Snap Map to stay connected with friends. Per Snap, 76% check Snap Map to see where friends are and 27% use it to coordinate meetups — information utility maps don’t offer.

“Brands must look beyond utility maps and show up on social maps where consumers actively hang out and discover culture,” Snap said.

The headline stat

Consumers were 2.9 times more likely to say they discovered their favorite real-world businesses on Snapchat versus other social platforms. Snap says bookmarking and social discovery create a “ripple effect” that drives visits.

The stat behind the stat

Only about 29% of respondents said they use Snap Map to discover businesses. As Social Media Today notes, that means more than 70% don’t — suggesting Google Maps place listings may deserve priority for most local marketing.

Snap’s recommendations

• Incentivize check-ins
• Use Promoted Places ads
• Enhance brand listings on social maps

Takeaways

1. Start with utility maps, then extend to social maps. For location ad formats on Google, see Google Demand Gen Update.
2. Maps are becoming entertainment. Korea’s version of this trend is covered in People Now Enjoy Maps, Not Just Use Them.
3. Read the counter-number in any platform report before shifting budget.