How Snapchat is Preparing for the Next Creator Movement
The new hub within Snapchat prioritizes vertical video content from users that are meme-like and with the potential to go viral. Separately, the app is making major moves in the audio space.
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2020 has seen many brands and platforms step outside of their comfort zones and experiment with ways they can deliver content at scale and create personal experiences. A player of late that has stood out in departure from the original focus on intimate communications is Snapchat.
Here’s a breakdown of what the company has released these past few weeks and what they could mean for marketers and creators.
Making video creations and communication more expressive with ‘Sounds’
Earlier this fall Snapchat released ‘Sounds,’ a TikTok-rival feature that allows users to enhance their Snaps with music from a curated catalog of both emerging and established artists. Tracks can be added pre or post-capture and then shared either publicly, via your Story, or directly to specific connections.
To add music before recording video, select the Sounds tool designated by the music notes icon on the right-hand side of the Camera screen and select a track from the Featured Sounds list. Alternatively, use the Sounds tool after taking a Snap to drop in a song after you record.
The current Sounds catalog offers “millions” of licensed songs from Snap’s music industry partners including Warner Music Group, NMPA. and Universal Music Publishing Group. Per Variety, beyond music, Snapchat is also working on introducing the ability for users to create their own sounds and add them to Snaps — an update expected to roll out globally on the platform in the coming months.
Acquiring mobile music app Voisey
Delving even further into the music industry space, Snapchat parent company Snap Inc. recently acquired startup Voisey, a mobile music app founded in 2018 that allows users to record short videos using professional vocal effects and backing tracks provided by producers. Clips are one-minute in length following the ever popular short-form format dominating the social media sphere.
Think of it as a musical equivalent of stickers and filters, where users can pick from a selection of user-created backing beats, hit record, and then customize the content by overlaying to the track with their own vocals. More specifically, they can add auto-tune, choral, spacey amongst other voice effects.
“We are on the verge of a revolution in music creation with the boundaries between creator and audience blurring like never before. Apps like Voisey focus on giving consumers tools that enable them to go from zero to 100 faster than ever before,” said Mark Mulligan founder of MIDiA Research in a statement to Business Insider.
The move seemingly follows a trend in which apps are more eager than ever to deliver unique creative at scale. Instagram, for instance, allows users to create high quality photos, TikTok the ability to create share-worthy short-form videos, and now, the window of opportunity centers on the next generation of music creators and giving them the tools to collaborate and work efficiently and effectively.
Unveiling ‘Spotlight,’ a short-form video feed
Taking a page out of TikTok’s playbook and Instagram’s ‘Reels,’ Snapchat introduced a short-form video feed option, ‘Spotlight,’ showcasing the top Snaps submitted on the platform by more than 249 million users and offering financial incentive for the most entertaining content. Snaps in this designated feed will play on a continuous loop until the user swipes to the next one. Previously, Snapchat users were limited to seeing snaps posted by their friends or posted by publishers in the app’s Discover feature.
As part of the push, Snapchat is offering a million dollars per day in funding, which it will distribute to the best Spotlight clips. The app will utilize a similar algorithm to TikTok in ranking each clip based on engagement. In particular, factors like total views, view time, and number of Favorites and Shares will be weighed. Clips are displayed in full screen, so the intent is for the platform to utilize specific indicators to better tailor the feed over time. In terms of how brands can get involved, a spokesman said Snap expects it will introduce ads to the product in coming months.
Instagram’s Explore page, TikTok’s ‘For You,’ YouTube’s recommended videos, and now Spotlight — it’s clear that a discovery engine is no longer a nice-to-have but a must-have as creators become the crux of social media engagement. With an emphasis on exclusive content, these feeds are evolving as the key differentiator that will continue to etch platforms out above their competitors in the fight for online talent.
Photo credit via The Verge
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