Snapchat Launches Sounds: A TikTok Rival?

Snapchat recently announced the arrival of a new, music-integrated feature, enabling users to add soundtracks to their Snaps. Today, the company has delivered on this announcement with the release of “Sounds on Snapchat” for iOS devices, a tool that allows for the enhancement of Snaps using a diverse selection of music from both well-known and up-and-coming artists.

Music can be incorporated into Snaps before or after they are recorded, and then freely shared with others. Users have the option to publish their creations to their Story or send them directly to friends, according to their preference.

Snapchat’s initial music library contains “millions” of officially licensed songs, thanks to partnerships with various players in the music industry, according to the company.

When a Snap featuring Sounds is received, viewers can swipe upwards to see the song’s artwork, title, and the artist’s name. A “Play This Song” link is also provided, directing listeners to the complete track on their chosen streaming service, such as Spotify, Apple Music, or SoundCloud.

This approach sets Snapchat’s music functionality apart from that of TikTok, where selecting a “sound” typically leads to a page within the app showcasing other videos utilizing the same audio clip. While some of these pages include a link to play the full song, this is not consistently available.

To commemorate the launch of this new feature, Justin Bieber and benny blanco’s latest song, “Lonely,” will be available exclusively on Snapchat’s Featured Sounds list today.

The company explains that “Music enhances video creation and communication, providing a unique way to share musical recommendations with close friends,” in a statement regarding the feature’s release.

Snapchat had previously indicated in August that testing of the music feature would commence and outlined the agreements that facilitated its development.

The Sounds on Snapchat feature is powered by multi-year agreements with prominent and independent music publishers and labels, including Warner Music Group, Merlin (and its affiliated independent labels), NMPA, Universal Music Publishing Group, Warner Chappell Music, Kobalt, and BMG Music Publishing.

The introduction of music functionality is intended to address the increasing competition from TikTok, the ByteDance-owned app that has become popular for its short-form videos set to music from an extensive catalog.

Despite the uncertainty surrounding TikTok’s future in the U.S. due to ongoing developments regarding the Trump administration’s proposed ban (and the potential impact of the recent election), it continues to be a leading app in the country, boasting approximately 100 million monthly active users in the U.S. as of August. (TikTok is currently involved in legal proceedings to contest the ban, and remains operational at this time.)

Other social media platforms have sought to capitalize on the potential disruption caused by a possible TikTok exit from the U.S. market, promoting alternative platforms like Triller, Dubsmash, Byte, and Instagram Reels.

Snapchat, however, emphasizes its strong appeal among younger demographics as it introduces its new music feature.

Currently, Snapchat reaches 90% of all individuals aged 13 to 24 in the U.S., a figure that surpasses the combined reach of Facebook, Instagram, and Messenger. The platform also reaches 75% of those aged 13 to 34, and sees over 4 billion Snaps created daily.

The feature is currently available on iOS.

In related news, Snapchat has collaborated with Spotify to launch Spotify’s inaugural Augmented Reality Portal Lens on Snapchat. This Lens provides users with an immersive experience within a Latinx art gallery, celebrating Latinx Heritage Month. Snapchat users can access the Lens through World view to view artwork from artists such as Orly Anan, Cristina Martinez, Luisa Salas, Pedro Nekoi, and D’Ana Nunez. The Lens also aims to promote Spotify’s Latin Hub within the Spotify app.