Snapchat Efforts To Compete With TikTok Popularity

Snapchat illustration (Tought Catalog / Unsplash)

JAKARTA - Snapchat will soon release a new feature similar to the TikTok short video application. Later users can add popular music to the recorded video.

Citing Tech Crunch, Tuesday, August 4, the announcement came as United States President Donald Trump threatened to ban TikTok and Instagram's plans to expose TikTok competitors in the coming weeks.

However, not all users can immediately enjoy this feature. Snapchat said it will roll out this feature to users in New Zealand and Australia starting today first.

It is claimed that this feature can allow Snapchat to get the experience and creativity like using TikTok, but not a few also think that it seems that this new feature is not designed as a complete TikTok competitor.

Therefore, for now there is no feed containing videos and does not display videos of other users such as TikTok.

A Snapchat spokesperson confirmed that the feature was designed to share music only with fellow followers or following. Snap also said that, "Based on publicly available data, the app reaches more people in the US than Twitter and TikTok combined."

When this feature was launched, users who wanted to use it were already provided with a powerful, curated music catalog from Warner Music Group, Universal Music Publishing Group, Merlin, and more.

For information, today Snapchat reaches 90 percent of users of all children aged 13 to 24 in the US, more than Facebook, Instagram and Messenger. The report also reached 75 percent of users from 13 to 34 years of age. Although TikTok has a large international base in Uncle Sam's country.

"We continue to build on our relationships within the music industry, and ensure the entire ecosystem of music, artists, labels, songwriters, publishers and streaming services sees value in our partnerships," said a Snap spokesperson.

Snap is reportedly in discussion to license music since May 2019. Snap is designing this feature in a way that labels prefer such as, "When you swipe up on a video, you'll get the title and artist of the song, plus a link to listen to the track on the streaming platform of your choice. . "

Previously, Facebook also secured licensing deals with three major record labels in 2018, allowing users to put licensed music on their videos across all of its platforms, including Messenger, Instagram, and Oculus.