Snapchat users will soon have some new tools to create content that includes trending songs or sounds.
First, the company introduced a great recommendation system for Lenses, the popular augmented reality (AR) filters. Users can discover what sounds other people use in the lens they apply and add popular audio to their own photos or videos. The feature is now available to US users and is rolling out worldwide.
Snapchat also added a feature that automatically syncs uploaded photos and videos to the beat of songs when creating a montage. Users can add anywhere from four to 20 photos and videos; the feature can help create content based on trending audio or challenges.
Snap is gradually adding more features as it tries to compete with TikTok through its short product Spotlight. Last fall, the company introduced Director Mode, a more advanced video editing option for creators. And to sweeten the deal, the company is offering huge cash payouts to people who make popular videos of the season, though that cash pool has been cut several times over the past year.
Snap says 250 million of its users “engage” in AR every day
Although TikTok still dominates the short video space, Snapchat is leaning heavily on AR filters which are now a central part of trending content on platforms, including TikTok. In December, Snap announced new ways lens creators can make money through digital products that app users can buy. Snap says 250 million of its users “engage in augmented reality” every day and nearly two-thirds of user submissions to Spotlight use the platform’s editing tools or AR filters.
Snap seems hopeful that AR will become the meaningful source of revenue it needs; the company plans to announce more AR shopping efforts for brands in the coming months.