Now Snapchat Is Flexing On TikTok
Trump keeps threatening to ban TikTok (currently, if its Chinese owners do not sell to an American company by September 15), and other platforms keep announcing their own TikTok knockoffs. This month, Instagram plans to launch Reels, and now Snapchat has announced plans to introduce their own answer to the short-form videos this fall. Unlike Reels or standalone apps like Triller, TechCrunch reports that Snapchat’s new feature will be added to its already-beloved interface, allowing users to add music to their videos.
For those millennials who may have aged out of the app, let me take you back to the year 2011. Snapchat started as a way to send video messages to friends that disappeared immediately after they were watched, and also allowed users to post temporary videos to their Snapchat Story, viewable by their entire contact list before similarly disappearing after 24 hours. While Snapchat’s sheen has since dulled after Instagram Stories stole the spotlight, the new music feature may breathe life back into Snap’s platform.
This feature also boasts something TikTok does not: the ability to click the song featured in someone’s video and listen to it in full. While TikTok tends to remix and reinvent its popular audio, Snapchat is aiming to form a direct line between users and artists.
“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,” a Snap spokesperson says.
This news comes as skepticism about TikTok’s security has reached an all-time high. President Trump has given the app 45 days to work out a deal with Microsoft or another American-based competitor that would take the app out of the hands of its Chinese parent company, ByteDance. As uncertainty swirls, a number of TikTok competitors have emerged and even managed to poach some prominent creators from the app. While it’s not likely big TikTok users would ever eschew the platform for Snapchat, this new feature could placate Snapchat users wary of trying out a whole new app