Snapchat rolls out TikTok-like music feature in Australia and New Zealand

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2020, 1:21 PM UTC

This feature will be available to other English-language users in autumn this year.

California-headquartered multimedia messaging app Snapchat is adding a new feature that will let users add music to their recorded videos. Unlike TikTok, however, Snap will not offer a feed of videos set to music, and users will not be able to see other videos featuring the same song.

Snapchat emphasised the latest feature is designed to enable users to share music with their “real friends.” It will provide a curated catalogue of music from Warner Music Group and Universal Music Publishing Group among others.

With the US President threatening to ban TikTok in the country, Snapchat is among the brands looking to capitalise on the opportunity. Rival platform Instagram has also announced its plans of launching TikTok-style features in the coming weeks.

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