It Looks as if Snapchat Is Drawing Inspiration From Viral Lip-sync App TikTok

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Doing this might assist improve the connection between Snapchat and its creators, a few of whom feel neglected by the platform, per Ad Age. Brands. Snapchat can easily tap big brands to create their own Lens Challenges, which could characteristic their logos on the AR filters that customers overlay on their movies. Sponsored lenses have lengthy been a part of Snapchat, so it’s unlikely that customers are turned off by branded Lens Challenges.

However, Snapchat is not content material to be overshadowed by TikTok, and has rolled out a brand new function that seemingly draws inspiration from the brief-type video app, in response to a brand new report by TechCrunch. Snapchat’s new function encourages users to submit quick-type lip-syncing and dance challenge videos — content that’s the core of in style app TikTok. The feature, called “Lens Challenge,” lets Snapchatters document themselves lip-syncing or dancing to a selected music while utilizing a themed augmented actuality (AR) filter. Considered one of the primary challenges lets users create snaps of themselves singing to Gwenn Stefani’s “Jingle Bells” with an animated AR filter, for instance. Users can submit their Lens Challenge movies to be featured in a devoted section of the app, and Snap plans to let creators make their own challenges down the road. Users. The Lens Challenge function will doubtless help enhance time spent amongst some Snapchat users, who would possibly’ve otherwise gone to TikTok for challenge videos. It’s reasonable to think Snap will poach no less than some users given the similarity between the two apps’ teen-heavy user bases.

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As many a research has shown, social media fosters and rewards participatory culture. Joining in, mashing your individual identification into a broader cultural second, shows that you’re relevant. The appeal (typically problematically) is in appropriating one thing that doesn’t belong to you and tweaking it until it’s your own—an infinite cycle of remixes of remixes, just like a meme.

6 February 2019


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