Foursquare Aims to Change Local Search

Yesterday, Foursquare, a location-based social networking application, announced that it is making some big changes. In its announcement, Foursquare claims that it is moving toward a more unique and personalized local search capability for users.

“[Local search] doesn’t get you, and, as a result, everyone gets the same one-size-fits-all results. Why should two very different people get the same recommendations when they visit Paris? Or the same list of places when they’re looking for a bar? We’re about to change that.”

The biggest changes Foursquare has planned for its immediate future include:

  • Introduction of its new check-in app, Swarm. When current Foursquare users download Swarm, it will automatically synch up to your Foursquare account. Swarm offers much of the same functionality that Foursquare’s check-in system offered – however, now you have the ability to turn on neighborhood sharing and create plans with friends. Neighborhood sharing shows you what people are doing nearby and at various distances away (5 miles, 20 miles, far far away). There is still your regular friend feed and notifications, but there is also a new and easier way to share plans with your Foursquare friends. If you’ve been using Foursquare to check-in, you won’t be able to anymore so head over to your app store and download Swarm.




  • A new logo! While this doesn’t really change anything about the social platform, we get excited about it because we’re marketing nerds. What do you think about the new logo?
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  • Finally, Foursquare announced that it will be updating its original Foursquare application to be a more intuitive, personalized local search tool. Each user’s interface will be different based on individual preferences.


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If you’ve been waiting for a tool that can learn your preferences and point you toward businesses that fits your unique tastes, Foursquare might just be on to something. Of course, my first question is, “what will this mean for advertisers?” I’m sure that it will open the door to a better way of matching consumers to the businesses that they could love.

A final note from Foursquare:

“This is the beginning of the ‘personalized local search’ future we’ve been talking about since we started Foursquare. It’s been built with the help of our amazing 50,000,000-strong community, with all your tips, check-ins, photos, and the smarts we layered on top of that. You’ve been with us for a while, and all of your check-ins and history will continue to help shape your recommendations.

We can’t wait to get the new Foursquare, and new versions of Swarm, in your hands. If you use Foursquare to check in, download Swarm today. And, if you’ve been waiting for real local search, not just the yellow pages on your phone, stay tuned. The all new Foursquare will be here really soon.”