One of the reasons for TikTok’s astounding success is the innovative packaging of the already known features that left users amazed. Neither short videos nor the features like filters and lip-sync were new to users when TikTok presented them. But the unique package of the app features made each TikTok video very special to users. Served with deft smartness, TikTok was incredibly appealing as viewers got the taste of something completely new. On top of it, TikTok added more features to make content creation easier instead of just curating content like its predecessors.
The smartness of a TikTok video outsmarted its predecessors
It has been a trend in the tech industry to draw inspiration from existing apps and new layers with some differences to improve the features and create something new. From app makers to social media platforms, it has been the same. So, TikTok followed the same path and achieved exceptional success. To provide a completely new experience in consuming and creating short videos, the TikTok features focused on higher user engagement. It emphasized closer interaction of users with the platform by providing editing tools, filters, sound effects, music clips, and more to facilitate video creation. It made video creation a breeze as users could produce high-quality short video clips with less effort.
Spotify is going with the trend
Going by the tech industry practice that saw various social media platforms like YouTube, Snapchat, Instagram, and even Netflix emulating some of the tricks that helped TikTok succeed. Every social media platform tweaked the TikTok features of short videos and presented it as their new feature. The latest in the list is Spotify, as the company confirmed that it was testing a new feature in the app. But is the feature new in the true sense of the term?
The new feature of the Spotify app
Discover’s new feature is a vertical feed of music videos that users can scroll through, and it is up to them to like or skip it. Users who spotted the new feature confirm that you can find the icon in the Spotify app between Home and Search in the navigation bar at the bottom. Discover is the fourth tab of the Spotify app visible in the navigation bar. Those engaged in exploring Spotify’s TestFlight build have found similarities of the Spotify video feature with TikTok and confirm that its style has a close resemblance to TikTok videos. TestFlight is a beta version of iOS. On tapping the new icon, users get instant access to the video feed, which they can move through or swipe up and down as they would do for TikTok. Tapping the hamburger menu (three-dot menu) will display the standard song information sheet, and users can express their love for songs by tapping the heart icon. You may call it Spotify’s video TikTok.
Standing on the shoulders of the Canvas feature
Those familiar with Spotify would know that the Canvas feature introduced in 2019 allow music artist to add videos to their music albums. It is like superimposing a video on the music to create imageries that complement the music tracks. However, the feature evoked mixed reactions among users. Many users felt that the imposition of videos to the music was a spoiler as it created distractions and marred the enjoyment of listening to music tracks only. However, Spotify could gain mileage from Canvas as the company reports that the feature inspires more sharing of tracks, saving of tracks, and higher streaming. According to those who get a sneak peek of the vertical feed Discover, the videos seen in the feed are artists existing in Canvas.
When will Spotify announce the rollout of the feature?
The Discover feature is still in the testing stage, and there is no confirmation about the possibility of the company announcing its rollout. It is also unclear whether the feature would be available for Android and iOS users. The company prefers to keep it under wraps by saying that it is just exploring the possibilities.
Whether Discover becomes available to the public or not, there is no denying that the shadows of TikTok video loom large upon it.
