Snapchat is about to let its avid users add popular music to the videos they record this fall, a feature quite familiar as it is what TikTok mainly does.
Snapchat’s newest feature involves embedding music to videos users record and send. With Snap’s goals of licensing music, they have been discussing with some music companies like Warner Music Group, Merlin, and others. The design is based on what these music labels will prefer, giving users the ability to swipe up on a video to get the details of a track like a title, its artist, and a streaming link called “Play This Song.” This will debut first in Australia and New Zealand according to a report by The Verge.
So far, Snapchat is still testing the feature but it sure has made people assume that it’s about to copy what TikTok has been doing since there’s the big possibility of TikTok being out of the picture in the US. Snap announced this feature after news broke out that the President will use his political powers to ban the Beijing-based app.
Snapchat isn’t the only app trying to compete head-to-head with TikTok as Instagram Reels is also about to be unveiled. Facebook, which owns Instagram, is planning to launch Reels in more than 50 countries. Apparently, the development has been going on for a year and it has been tested in Germany, Brazil, France, and other countries too. Its feature? Letting users create 15-second long videos with popular audio. ByteDance, the current owner of TikTok, did not take this news lightly as the company even accused Facebook of “plagiarism and smear” in a statement meant for its local Chinese users, and TikTok CEO Kevin Mayer also said Reels is a copycat product.
On the other hand, Facebook has been negotiating with the top music companies of US and India, trying to get video rights that will perfectly fit in the tech giant’s plan to add a music destination tab in Facebook Watch where exclusive content for certain artists will be released in the coming weeks. This competitive move is directly compared to YouTube which has been reigning in the music video scene in the past years. Although no announcement is made about Instagram’s inclusion in this project, with Instagram’s ties to Facebook, it could take advantage of the feature as well.
TikTok’s dilemma looks like an opportunity for Silicon Valley giants to cater to TikTok users that would be looking for an alternative once the Trump administration gives the green light to keep TikTok away from US-based users. As of now, Snapchat and Instagram are trying to get ahead.