Snapchat will soon let you add music to the videos you record, making it the latest social app to take on TikTok by offering the ability to embed popular songs.
The Snap Inc. app announced on Monday that it will enable users to add songs to their Snaps, a la the Chinese app that has provoked President Trump’s ire and acquisition interest from Microsoft.
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.
Snapchat’s new music feature will allow users to add music from a “robust” catalogue of music, either before taking the snap or after, as per a report by Media. Friends who receive the snap with the music will be able to swipe up to view the song title, as well as the artist and album name.
They will also be able to access a ‘Play This Song’ link that when clicked will take users to a Web page, where they can listen to the whole song on their preferred music streaming platform, like Apple Music, SoundCloud, or Spotify.
“We’re constantly building on our relationships within the music industry, and making sure the entire music ecosystem (artists, labels, songwriters, publishers and streaming services) are seeing value in our partnerships,” added the spokesperson.
TikTok’s music feature functions differently – clicking on a video clip takes users to a page featuring other clips that have also used the same sound. Unlike TikTok, Snapchat won’t have a feed of videos set to music, or a way for users to see other videos featuring the same song.
However, Snapchat still can manage to gain TikTok users looking for a new application to replace TikTok. Instagram’s Reels and Roposo are other apps that have been trying to fill the TikTok-sized hole in the Indian market.