Snapchat looks to be on course to compete with and challenge TikTok directly. The company, yesterday confirmed that it is, in fact testing a new update for improved user experience. The new navigation will help users go through the content on Snapchat, via vertical swipes or motions. Such vertical swiping was made popular by TikTok, wherein users would do the same to go from video to the next. Snapchat’s statement revealed that this new feature is an experiment in moving towards different formats, to enhance content and presentation. Here’s a look at what the new feature could mean for Snapchat.
New Update
The test for the new navigational feature will focus on content available publicly through Snapchat Discover. The company is currently not concentrating on doing the same to view private Stories. Since stories can have multiple framers, users will still need to tap to progress through them. Also, as per the new update, there will be changes regarding how the Horizontal swiping comes into play. For instance, from now horizontal swipes will exit the Story, instead of progressing through the Stories, as before. Anyone who has used TikTok equates the vertical swipe with the video-sharing platform. Therefore, this move by Snapchat will make things easier for users who are also on TikTok.
Testing Things Out
It was a social media expert, Matt Navarra who spotted the testing for the first time, by referring to a post by Twitter user @artb2668. A photo also shows a pop-up explaining how to use and navigate with the new feature. However, Snapchat refused to offer other details regarding the test. They did say that testing was still in early stages and that further development would take time. Hence, the new feature will be viewable only for a small percentage of their users. Their spokesperson stated that the feature is a way for Snapchat to explore further options. The mobile-first community focuses on providing its users with an engaging and immersive interface. However, the timing for such a testing phase is very interesting.
Issues Around the World
As the COVID-19 continues its rampant spread across the globe, China has had to bear the brunt of the blame. Countries around the world have not been light on the nation, cited as being the epicenter of the virus’s spread. Countries like the US and Germany have been vocal of their criticism of China, with the Trump administration even threatening the communist country. Similarly, in India as well, rising border tensions and skirmishes have led to the government taking steps against the country. In a bold move, a few weeks ago, the government banned over 59 Chinese apps and services from use within the country. Also, one of the most popular apps on that list was none other than, TikTok. Similarly, the Trump administration is also threatening to ban the video-sharing platform citing security concerns.
Global Politics
Furthermore, Friday saw Amazon instruct employees from using the app from company-issued phones. However, a couple of hours later, the company squashed the directive. Similarly, American military branches and offices have also banned the use of the app, as per a Pentagon directive. While all this happens around the world, the app Musical.ly’s acquisition by ByteDance has come under a US national security review. As a result of such political issues, TikTok’s rivals have been enjoying more success on the app store charts. For instance, Likee, Dubsmash, Triller and Byte have all witnessed a spike in downloads. Also, Instagram has been using this opportunity to grow Reels into newer markets, like India. In recent days, even video-sharing giant YouTube has been trying out Tik-Tok-like features.
Hence, with most rivals trying to make the most of this geopolitical opportunity, it only seems natural that Snapchat does the same. The company appears to have hopped onto the bandwagon by switching to a different navigational approach. With the TikTok user base going up for grabs around the world, we will have to wait and see what other companies do to attract that user base. All of this only goes to show just how influential TikTok has become in recent years. We will also have to see what the viral social-media app does to bounce back, or whether it ever will.
Being a cinephile with a love for all things outdoorsy, Athulya never misses a chance to chase inspiring stories or poke fun at things, even when the subject is herself. Currently pursuing a degree in mechanical engineering, she is someone innately interested in technical and scientific research. Music reviews and op-eds define her as they allow her to explore different perspectives. Though sometimes she thinks she makes more sense playing the guitar than she does while writing.