Snapchat is targeting TikTok. The company announced today that it will begin testing a new feature that allows Snapchat users to set their snaps to music, similar to the TikTok app. With this feature, Snapchat may benefit from sharing the TikTok audience who was looking for alternative apps as the Trump administration is considering banning Chinese technology companies because of privacy concerns.
Apps like Byte, Triller, Dubsmash, Likee and others have already climbed the App Store charts when TikTok users secured their bets. Instagram has also launched a music-controlled feature called Reels to serve the TikTok crowd.
In the case of Snapchat, users can add music either before or after recording if the company promises that it is a “robust”
When friends receive one of the new music snapshots, they can swipe up to see album art, song title, and artist name. A link “Play This Song” is also available. Clicking it opens a Linkfire web view that allows users to listen to the full title – not a snippet – on their favorite music streaming platform like Spotify, Apple Music, or SoundCloud.
This aspect differentiates the implementation of TikTok’s Snapchat, where users only click a video clip’s Sound link to a page with other clips that use the same sound. Though TikTok lacks a feature today that fully connects a user to the artist behind a popular music clip, let alone the full song, TikTok’s power has continued to trigger breakout hits as users of their favorite TikTok artists via streaming services chased away.
However, according to Snapchat, the music feature will allow fans to make deeper connections to artists and music. It also spoke for its strength to be a close friend tool that gives it more influence – mainly because its younger user base appreciates friend-to-friend recommendations. Today, Snapchat reaches 90% of all 13- to 24-year-olds in the U.S., more than Facebook, Instagram and Messenger combined, the company said. It also reaches 75% of 13-34 year olds. Although TikTok has a large international base, Snapchat claims that it reaches more US users than Twitter and TikTok combined, based on publicly available data.
“We are constantly building on our relationships within the music industry and ensuring that the entire music ecosystem – artists, labels, songwriters, publishers and streaming services – see value in our partnerships,” said a company spokesman regarding the new role .
Snapchat says it will launch the new feature in English-speaking markets this fall.