Twitter’s not the only one innovating for audio. Snapchat will now facilitate additional creative audio options within Snaps via a new deal with NBCUniversal. The update will enable Snapchatters to include audio clips from a range of popular TV shows and movies within their Snaps.
Snap explains:
“Today, we’re excited to announce a new deal with NBCUniversal so Snapchatters globally can add audio clips (famous quotes and theme music) to their Snaps from NBCUniversal’s robust catalog of movies, television series and original programming.”
This means that Snapchatters will now be able to use audio clips from timeless classics and favorites such as Shrek, Saturday Night Live (SNL), The Office, Despicable Me, and much more. What this introduces is a whole new level of engagement as users will now have access to highly influential and popular audio clips that no doubt produce a sense of nostalgia and connection.
It shows great potential to be a popular option as such a feature can relate to both younger and older audiences alike, vastly expanding both the reach and relevance of Snaps.
Snap goes on to explain:
“When your friend sends you a Snap with a Sound, swipe up to view the key art and title of the movie or series from which the audio clip is derived. A “Play This Sound” link will open a web view powered by Linkfire so you can access the relevant content via the streaming platforms on which it is available.”
Same as how song clips have been officially licensed in all major apps, the benefit for NBCUniversal is a more direct connection to actual source content. In a way, it’s like making use of GIFs from shows; people can share them to promote their own content and generate more engagement, but don’t include a direct link back to the source material. The non-referenced use of certain media is often a disputed point that highlights how sensitive intellectual property can be, extending to audio clips. With this kind of partnership, such instances are greatly reduced, if not completely negated, allowing users to parsimoniously make use of essentially copyrighted material for personal, even possibly marketing-related purposes.
Additionally, direct connection to publishers, by virtue of the NBCU, will provide both Snap and its partner with more insights that both can make use of to better understand and tap into trends.
The Wrap
For Snapchat users, this update provides another creative tool by which they can further explore what engagement opportunities are available on the platform. This announcement comes at a timely moment, seeing as how Snap had also just officially released its music clip options last October, in response to TikTok’s undaunted rise to fame. It can be safely assumed that audio snippets add another aspect that expands creativity and interaction within the app.
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