Snapchat has launched Place Loyalty, a new Snap Map feature that recognises users among the most frequent visitors to locations they attend regularly.
The data has implications for out-of-home placement, digital targeting and creative strategy.
Loyalty rankings are based on visits over the past year. Users in the top 1% of visitors to a location receive a gold ranking, top 10% silver and top 25% bronze.
Users can see a Top Visitor badge on locations in Snap Map, with a shareable sticker to display their status.
“Place Loyalty reflects a broader shift in how people engage with the physical world; consumers today are making more intentional decisions about where they spend their time, attention and money,” said Ryan Ferguson, managing director, Snapchat ANZ.
“For brands, understanding the difference between habitual behaviour and high-intent experiences is becoming increasingly important.
“Someone visiting Melbourne Central every week versus the Sydney Opera House a few times a year represents two very different consumer mindsets and engagement opportunities.
“Features like Place Loyalty help surface richer signals around real-world behaviour and affinity, enabling brands to think more strategically about relevance, context and how they connect with audiences in moments that genuinely matter.”
Shopping centres dominate: Melbourne Central (#1), QV Melbourne (#2) and Collins Place (#7) in Melbourne; The Galeries (#3), QVB (#4) and 25 Martin Place (#6) in Sydney.
Restaurants and cafes account for 45% of top spots across both cities, spanning value (McDonald's, Betty's Burgers) and premium (Bar Totti's, Higher Ground, Brunetti Oro, Kobe Wagyu Yakiniku).
Performing arts and entertainment venues - Sydney Opera House (#1), Metro Theatre (#2), Forum Melbourne (#3) and Her Majesty's Theatre (#8) - highly receptive to brand messaging that mirrors their values around culture, quality and shared experience.
Place Loyalty rankings are visible only to the individual user, and precise location is never shared with advertisers. Location sharing on Snap Map is off by default and shared only with chosen friends.
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