Snapchat has reportedly started testing a new feature that will let you add music to the videos you record and send. The new feature, announced on Monday, makes Snapchat the latest social media platform to compete with TikTok.
Snapchat’s announcement comes at a time when TikTok is facing scrutiny across major markets.
In India, the app was banned late June along with 58 other Chinese-origin apps.
In the US, President Trump has been threatening to crack down on TikTok over increasing data privacy concerns.
Snap said it would launch the feature to English-language users this fall, with it rolling out first in New Zealand and Australia starting today. The feature could let Snapchat gain some of the energy and creativity users are currently bringing to TikTok, but it seems as though this isn’t being designed as a full-on TikTok competitor.
For now, it sounds like there won’t be a feed of videos set to music, and there won’t be a way to see other videos featuring the same song — two features key to TikTok.
A Snap spokesperson emphasized that it’s designed for sharing music with your “real friends.”
That said, Snap knows that TikTok is the target here. In an email detailing the new feature, Snap said that “based on publicly available data,” its app “reaches more people in the U.S. than Twitter and TikTok combined.”
When friends receive one of the new Snaps with music, they’ll be able to swipe up to view the album art, song title, and artist name.
How Will It Happen?
A “Play This Song” link will also be available. When clicked, it will open a web view to Linkfire that will allow users to listen to the full song — not a snippet — on their preferred music streaming platform, like Spotify, Apple Music, or SoundCloud.
When Can We Expect It?
As per the report, the new feature will be rolled out this autumn. The ‘robust’ catalog of music includes titles from Merlin, Universal Music Publishing Group, Warner Music Group, and other record labels that have partnered with Snap.