Snapchat Is Adding A New Music Feature That Allows Users To Share TikTok-Like Videos

Source: Snapchat

Snapchat is adding a new music feature that will enable users to add music to their videos pre or post-capture. 

When users receive a Snap with music, they have the option to Swipe Up, which will allow them to view the album art, song title, and name of the artist. They can also click through to listen to the full song on their desired streaming service such as Spotify, Apple Music, and SoundCloud.

The feature comes as a result of Snap Inc. recently securing licensing deals with several major music companies and publishers, including Warner Music Group, Universal Music Publishing, the National Music Publishers’ Association (NMPA), and Merlin. 

“We’re always looking for new ways to give Snapchatters creative tools to express themselves,” the platform said in a statement to Bloomberg. “Music is a new dimension they can add to their Snaps that help capture feelings and moments they want to share with their real friends.”

Snapchat is currently testing the feature in New Zealand and Australia but has plans to roll it more widely this fall.

Insights & Analysis:

Based on the mainstream success that TikTok has been having with brands, creators, and everyday users, short-form video is taking off. Due to this, new short-form video apps are surfacing, and established platforms are starting to roll out short-form video features of their own.

With the addition of a new music feature, Snapchat gets a TikTok-esque feature that allows its users to create and share videos set to music in a similar fashion to what can be done on TikTok. This can help boost user engagement on the platform from its growing user base that is craving entertaining short-form video content. An increase in user engagement will help attract advertisers, especially those who are looking to reach the Gen Z market but are currently conflicted about TikTok due to its potential ban.

Last but not least, this also shows the increasing role that music plays in the social media experience. With music being an important part of short-form video and short-form video only getting bigger, music will continue to be integrated.

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SOURCE: Bloomberg