Another day ending with Y means another big platform is trying copy TikTok format hoping to attract more users in the desired 18- to 34-year-old demographics. This is a cycle we are doomed to repeat, day in and day out, until TikTok or just time ceases to exist. This time the platform in question (turns the giant wheel) is Spotify.
On Wednesday, TechCrunch has published that is a platform for streaming music going in rate Instagram, Facebook, Reddit, Pinterest, Netflix, Snapchat, and more by testing a vertical video feed that moves endlessly. In the case of Spotify, that feed will appear on the new Discover tab located between the Home and Search keys, and will allow users to browse, such as, or skip the selected selection of music videos.
This function was first pointed out by the programmer Chris Messina, who tweeted that the new feed was “basically a scaled-down version of TikTok-style vertical music videos.” In the same theme, Messina speculates that the Scroll Discover will likely use the same Canvas format that Spotify first began implementing in 2019, allowing artists to add highly stylized videos to their music within the Spotify app.
As Spotify noted earlier, early data show this Canvas It seems to encourage engagement, making users more likely to interact with songs that have an attached feature. And it’s also worth noting that unlike, say, Instagram, which absolutely stinks of despair with its obvious feature reels, Spotify actually has a solid foothold in video gaming just because the platform is music-oriented. The popularity of TikTok videos, after all, is fueled by the short music videos they sample – who says the opposite can’t apply to Spotify?
The Discover project on Spotify is still in the earliest stages of testing, so there’s no way to know if we’ll see an expansion on iOS and Android any time soon. But one thing we can definitely count on – just as safe as the sun rises in the east and sets in the west – is inevitably more platforms that will try to cosplay like TikTok in the near future.
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