How are social maps changing the way consumers discover places, connect with others, and interact with brands?

Together with Snapchat and Horizon Media, we explored the evolving role of digital maps in shaping consumer behavior and real-world discovery.

In the new study “Maps as Social Utility”, we jointly present new research findings that show how maps are evolving beyond traditional navigation tools into platforms for social interaction, local discovery, and commerce.

Consumers are increasingly using social maps not only to reach destinations but also to discover restaurants, events, and experiences through their social connections. This shift from goal-oriented navigation to spontaneous exploration creates new opportunities for brands to engage with consumers in relevant, real-world contexts.

“Consumers don’t always have a specific goal in mind from the start. Sometimes they’re initially driven by a certain feeling, an idea, or a question about what’s happening around them.”

Maya Steeves, VP, Media, Partnerships & Field Marketing, Tropical Smoothie Cafe

Key Findings:

• From Navigation to Discovery: Maps are increasingly evolving into platforms where users can explore new places and experiences, rather than simply providing directions.
• Social Connections Influence Real-World Behavior: Social maps encourage users to discover local destinations, events, and restaurants through their friends and communities.
• New Opportunities for Brands: Social maps are evolving into powerful discovery and commerce platforms that connect digital engagement with consumers’ real-world activities.
• The Potential of Integrated Advertising: Innovative formats like “Promoted Places” are more appealing than traditional sponsored pins and offer opportunities for marketing impact across the entire funnel.

“The biggest mistake brands can make is treating a Pin on a map like a digital billboard. Given the discovery-driven nature of the platform, a Pin must earn users’ attention by offering them something useful and ultimately giving them a reason to choose the brand.”

Laura Sammartino, SVP Future of Consumer & Culture, Horizon Media

The findings underscore the growing importance of social maps in linking digital experiences to real-world behavior. It is essential for brands and marketers to understand this shift in order to reach consumers during meaningful moments of discovery.

Read the Latest News About our Collaboration in the Media

“Horizon Media, Snapchat, and eye square Reveal New Research Showing How Maps Are Evolving from Navigation Tools to Discovery Platforms”

PR Newswire

“Snap reports on Snap Map data for brands”

Social Media Today