Snapchat to go head-to-head against TikTok
Snapchat parent SNAP has licensing deals with a number of music publishers including Warner Music. The music will be available for Snapchat users to add before recording a video, or afterward. When one of the new Snaps with music is shared, the person on the receiving end will swipe up to see album art, the title of the song being played, and the name of the artist. A “Play this song link” will send the user to Linkfire’s website or to the user’s preferred streaming music platform where the entire song can be played. That could be considered an improvement over what TikTok offers; tap the “sound” link on the latter app and you’ll see other clips that use the same song. Snapchat says that the new feature is designed for sharing music with your “real friends.”
“We’re always looking for new ways to give Snapchatters creative tools to express themselves,” said a SNAP spokesman. “Music is a new dimension they can add to their Snaps that helps capture feelings and moments they want to share with their real friends.”
While Snapchat seems to be overlooked in the messaging apps category, as of last quarter it counted 238 million daily active users worldwide. It also reaches more 13-to-24-year olds in the U.S. (90%) than Instagram, Facebook, and Messenger. Even more impressive, Snapchat says that it reaches more users in the U.S. than Twitter and TikTok combined.
A Snapchat spokesman said, “We’re constantly building on our relationships within the music industry, and making sure the entire music ecosystem — artists, labels, songwriters, publishers and streaming service — are seeing value in our partnerships.” Snapchat plans on rolling out this feature in English-speaking markets starting this fall, although it is being tested starting today in New Zealand and Australia.
Meanwhile, Instagram is about to roll out its own short-form video feature called “Reels” which is making TikTok parent ByteDancer very unhappy. In a statement late Sunday, ByteDancer accused Instagram owner Facebook of “plagiarism.” The whole statement read, “ByteDance has always been committed to becoming a global company. During this process, we have faced all kinds of complex and unimaginable difficulties, including the tense international political environment, collision and conflict of different cultures and plagiarism and smears from competitor Facebook.”