Snap is keeping its promise to bring music to Snapchat and gearing up to compete even more with TikTok and Instagram. The company announced today that iOS users around the world will be able to include popular music in their photos. It has already brought the feature to people in New Zealand and Australia and said in August it will bring music to more regions this fall. Snap doesn’t mention when sounds may be available on Android devices.
The company also said today that it will be testing the ability for users to create their own sounds, and that the feature will be rolled out worldwide in the coming months. Snap still won’t have a stream like TikTok which delivers viral music content, like dances or memes, to users and instead focuses on its partnerships with big publishers and closer social networks between users.
If a person receives a snap with sounds, they can swipe up to view the album art, song title, and artist name. They can also tap the “Listen to this song” link to listen to the full song on other streaming platforms including Spotify, Apple Music, and SoundCloud.
Snap doesn’t say how big its music catalog is, other than calling it “robust and organized.” It also states that its license agreements cover songs from Warner Music Group, Universal Music Publishing Group, Warner Chappell Music, BMG Music Publishing, etc.
Overall, Snap is slow to bring music to its platform. Instagram introduced music stickers for Stories in 2019 and rolled out its TikTok direct competitor, Reels, in August. Meanwhile, TikTok continued to gain traction with Snap’s loyal teen and young adult user base, meaning that Snap could lose its edge if those users stick with TikTok instead of checking or checking out. post on Snapchat. Snap had to at least bring music to its platform to keep pace with its competition and stay relevant, even if only iOS users have access to it initially.