Snapchat will soon allow users to add music to videos they record, making it the latest social app to counter TikTok by offering the ability to embed pop songs,media The Verge reported. The announcement came as U.S. President Donald Trump threatened to crack down on TikTok, and Instagram plans to launch its own TikTok competitive app in the coming weeks.
Snap said it would introduce the feature to English speakers this autumn, starting Monday in New Zealand and Australia. The feature gives Snapchat the energy and creativity that some users currently bring to TikTok, but it doesn’t seem to be designed as a full-fledged TikTok competitor.
A Snap spokesman stressed that it was designed to share music with your “real friends.” In an email detailing the new features, Snap said its app “has more people in the U.S. than Twitter and TikTok put together, based on publicly available data.”
The feature’s “powerful and well-planned music catalog” comes from Warner Music Group, Universal Music Publishing Group, Merlin, and more. Snap is understood to be discussing licensing music as early as May 2019, before and after TikTok turned “Old Town Road” into a hit song. Snap designed the feature in a way that users might prefer: when the user swipes on the video, it gets the title and artist of the song, and a link to listen to the track on a streaming platform of the user’s choice.