SnapChat Rolls Out A Collection of TikTok-inspired AR Lenses to Boost Users Engagement

While the social media giant, Facebook, is looking to take-on the TikTok app directly via the broader rollout Instagram Reels feature, it seems that Snapchat is taking a different route with new AR Lenses. The company is introducing a new collection of Lenses particularly to be used on TikTok, and these AR Lenses have been created in collaboration with popular TikTok content creators. These Lenses encourage users to participate in viral TikTok dance challenges via the tools of the Snapchat app.

Snap partnered with several stars including Jalaiah Harmon, creator of the Renegade dance, to introduce Snapchat lenses that track the bodies of users as they move. Another Lens was created in collaboration with Dixie D’Amelio, and it places rain around the users along with fireworks and cartoon lightning bolts. The company states that these AR Lenses track eighteen joints across the human body. The company has currently featured these new Lenses on the Lens Studio home page. Starting today, the company states that anyone can create body Lenses via the Lens Studio.

The idea is that people can add Lens effects to their Snap videos, and then they can post those created videos on the TikTok app. This will help Snapchat to entice more users from the TikTok platform by showcasing Snapchat’s tools within the community of TikTok.

This makes sense and it is actually an interesting approach considering the more advanced Augmented Reality tools of Snapchat, particularly, Snapchat’s user-generated Lens marketplace. However, the main limitation in this process is that only two of these four Lenses have been music embedded. This means that users cannot play the related track and perform viral dance challenges straight from the Snapchat app, and they will have to play the related music from a different application or device while recording videos.

The company states that it plans to add music to Lenses which will make it a more functional feature. The company said that Snap will allow English-language users of the platform to record videos with music starting this fall. Snapchat stated that the company has designed this feature to help users share music with their friends rather than encourage dance challenges on Snapchat’s platform.

This is not the first time Snapchat has sought to further align with TikTok usage and the company last month began to test a vertical swipe UX for Discover content. This is similar to the swipe-up functionality of the TikTok app.

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