Foursquare has decided to split their popular check-in and location directory app into two separate applications. The check-in functionality for the Foursquare app has been moved to a new app, called Swarm, while the local search features are being upgraded and will remain a part of Foursquare. Foursquare called the change the beginnings of their long-planned ‘personalised local search future’. They explained that the app built on the ideas of the community, and that they will make sure that all check-ins, reviews, comments and recommendations will persist when the app moves to the new platform. Foursquare is rebranding itself as a part of the new app rollout. The new Foursquare logo does away with the check in ‘tick mark’ and replaces it with a new logo that is intended to be a mixture between a map pin and a superhero emblem. They hope that this will show how the goal is to provide users with the superpowers they need to explore their cities. The transition has been difficult so far. The Swarm app as not been well received, getting a mere 1.5 star rating in the App Store. However, it is thought that this could be down to the difficulty that some power users are having with adapting to the change to the new platform. For their part, Foursquare admits that the launch of the new app could have been better handled. They acknowledge that many users were left confused during the transition period because of the presence of two different apps that appear, on the surface, to do the same thing. For local business owners, however, the new changes could be a good thing. Foursquare now offers much more visual search features, and they aim to track user habits so that they can provide instant, valuable and relevant information about places nearby when users load up the app. If Foursquare can retain its loyal following then this feature will be a boon for local business owners because it will improve discoverability. Imagine having your business appear in front of potentially interested consumers before they even decide to search for it. That’s what Foursquare is planning to do. Currently, business owners must pay to claim ownership of their properties, but it is well worth doing from a local SEO point of view. Foursquare is great advertising, and can help to increase the footfall that your business sees.
25th July 2014
