Snapchat Launches TikTok-Like ‘Highlight’ Brief Video Feed Possibility


And so, the nice social media circle of life continues…

As we speak, Snapchat, which initially created the Tales format, which was then copied by Fb, which initially created the Information Feed, which was then copied by virtually each different social app, has launched a brand new perform known as ‘Highlight’, which replicates TikTok, which has gained momentum with its custom-made feed of short-form video clips.

All of it beginning to really feel very acquainted within the main social apps lately, is not it?

As you may see right here, Highlight is basically TikTok inside Snapchat, with Snap seeking to make the most of its array of quick video Snaps to re-create the TikTok expertise.

The Highlight feed will function a spread of quick video clips, each from private and non-private Snap accounts, with customers in a position to submit their movies direct to the Highlight feed for consideration.

Snapchat Spotlight

As you may see on this GIF, the Highlight feed will likely be accessible in a brand new fifth tab within the app, devoted to the perform – you may entry Highlight by tapping the play button icon on the backside proper.

Snapchat Spotlight

So Snap’s clearly seeking to make an enormous push, and problem the rise of TikTok. Taking it a step additional once more, Snapchat’s additionally providing one million {dollars} per day in funding, which it’ll distribute to one of the best Highlight clips. The winners will likely be determined primarily based on view counts and different components decided by the Snapchat staff. 

That is considerably just like TikTok’s Creator Fund, offering monetary incentive to maintain customers posting – and with the vacations developing, Highlight comes at simply the appropriate time to provide Snapchat a recent, new enhance.

However will it work? Will Snapchatters heat to the brand new perform, and turn into extra aligned to Snapchat than TikTok for such content material?

That is clearly unattainable to say, but when nothing else, it’ll present Snapchat with a brand new possibility for customers to take a look at, which may enhance curiosity. 

The Highlight feed will make the most of an analogous algorithm to TikTok, in rating every particular person clip primarily based on engagement.

Snapchat says that Highlight slips will likely be proven to every consumer primarily based on:

  • Complete views
  • View time (i.e. if individuals watch a clip by to completion)
  • Favorites and Shares

And like TikTok, As a result of the clips are displayed in full display, Snapchat will be capable of use extra particular indicators to tailor the feed to every individuals’ curiosity, making your Highlight feed extra partaking over time.

Snapchat has additionally launched a set of pointers on what it is on the lookout for in Highlight clips:

SNapchat Spotlight guidelines

It is price noting the restrictions on music right here – as you may see, Snapchat says that Highlight clips can solely use music from its licensed library to keep away from any potential copyright considerations. That would restrict re-posting from TikTok, which has been a standard follow for these leaping into Reels on Instagram. 

It is a massive push from Snapchat. We have seen indicators of this coming for a while – again in July, some customers noticed experiments inside Snapchat testing out a TikTok-style vertical feed.

TikTok vertical feed

Final week, extra customers reported seeing the Highlight feed particularly, which has now result in this new launch. 

And it is sensible, in some ways, given the rise of short-form video clips – however as famous, it does begin to make all the main social apps really feel slightly comparable, with the identical functionalities showing in every (Instagram Reels, YouTube Shorts, and so forth.). 

However then once more, every app is seeking to align with routine behaviors. If customers are responding to such capabilities, and like Snapchat, you have already got a spread of user-submitted clips that might match into the identical mildew, and cater to that demand, why not present the choice inside your personal device?

However it’s fairly superb to contemplate the affect that TikTok has had on this respect. Simply when it looks like all of the innovation is gone from social media, and the main gamers dominate the market, TikTok exhibits that there’s nonetheless room for brand spanking new approaches to slot in, and take over in lots of respects.

At first look, Highlight would not appear like it’ll turn into a significant challenger for TikTok, but it surely’s unattainable to say with out seeing the way it’s developed.

It additionally could not need to turn into a major rival for TikTok to be able to be thought of successful. Perhaps, it will enhance engagement and curiosity in Snapchat, and provides customers extra methods to share past their very own pals, and possibly that will likely be sufficient to justify the brand new tab and possibility. You may think about that lots of Snapchat’s 249 million energetic customers will faucet throughout to take a look at what’s being shared within the Highlight stream – and if sufficient of them preserve coming again, and Snapchat can develop it, even when it is solely on a relatively small scale, that can nonetheless be a winner.

It will be price holding tabs on both means – and for manufacturers, it may very well be one other ingredient to issue into your planning.





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