Snapchat to speed up competition against TikTok with new navigation format

A vertical navigation on content that’s published publicly to Snapchat discover section is being tested with a few users

Snapchat Q1 results beat market expectations amid the pandemic
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  • Snapchat is rolling out a test in a TikTok-like vertical navigation format;
  • The new feature is being tested on a few select users;
  • TikTok’s counterparts have been launching similar features recently, such as Instagram with Reels and YouTube with a 15-second long video feature.

While Chinese social media phenomenon TikTok faces threats on being banned in the US, as what already happened in India, Snapchat is rolling out a new test that will allow users to navigate vertically – a format that became popular with TikTok.

According to TechCrunch, the new feature is only being tested on a few select users on content that’s published publicly to Snapchat Discover, currently excluding stories from friends. A horizontal swipe, in this new experiment, would exit the discover section.

“We’re always experimenting with new ways to bring immersive and engaging content to our mobile-first Snapchat community,” a Snapchat’s spokesperson told TechCrunch.

The swipeable TikTok vertical feed and other formats introduced by the Chinese social media app has been stealing the attention of its counterparts. Recently, Instagram launched Reels, its 15-second editable videos that are available in Brazil since the end of June, with multiple cuts, including audio, effects, and new creative features. YouTube also entered the battle with a copycat feature allowing users to record 15-second long videos.

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