Snapchat Still Trying To Compete With TikTok, Now Bringing Music Video Animations To The App

Snapchat introduces a new feature to compete with TikTok. (photo: doc. snapchat)

JAKARTA - Snapchat will bring a new AR music lens to its app thanks to its partnership with Sony Music Entertainment. This deal will also bring various types of music in Snapchat's Sounds feature.

The result of these two collaborations will feature Sound Lenses, where users can select songs directly within the lens. Later, this lens will make the user appear to be singing the song and the cameo voice lens will apply visual effects.

Meanwhile, the company says that with more than 200 million users engaging with augmented reality on the platform every day, these new Sound Lenses will create a more differentiated music experience for their users.

The lens animation on Snapchat is similar to how the AR filters work on Instagram, and will be available to Snapchat users around the world on both iOS and Android.

Quoting TechCrunch, Tuesday, November 16, for the past few years, Snapchat has often taken advantage of AR capabilities. Not too long ago, the app also announced several updates to its AR-focused Lens Studio.

As for Snapchat's partnership with Sony Music Entertainment, it comes at a time when unique sound filters are becoming a competitive advantage for social media apps. Snapchat has been trying to compete with TikTok, which has popularized the sharing of short-form videos with uploads set to music from large catalogs.

For Snapchat, giving users access to a variety of voices is a key part of its efforts to compete with TikTok. Last year, the company launched Sounds, a music feature that lets users set their own Snaps with music.