Snapchat is finally taking a page out of TikTok’s playbook and will allow users to add licensed music to their videos.
Now, when a Snapchat app user swipes a message with music, they can view more information on a track such as album art, song title and artist.
They can also opt to listen to the full track by clicking on a “Play this song” button which takes them to streaming platforms like Apple Music or Spotify.
Snap hopes that the feature will boost user engagement on the app as more share videos with one another. At the same time, it could boost interest from marketers hoping to reach larger audiences.
Snap said it was currently testing the function in Australia and New Zealand before it plans to roll it out more widely this fall.
The company’s existing licensing agreements include publishers Warner Music Group, Warner Chappell, Universal Music Publishing Group, the National Music Publishers’ Association and Merlin.
Ultimately, by boosting its audiences, marketers are likely to see more value in using the app for their campaigns.