Snapchat’s new music feature is more important than it seems

Thursday, February 19th, 2015

Snapchat strategy is to differentiate itself from others

#SnapChat #Vine

Gigaom

Snapchat now lets you add music tracks to your snap videos on iPhones.

You can simultaneously run audio apps, like Pandora and iTunes, while taping Snapchat video at the same time. The recording won’t stop, and as a result it will capture the songs you’re playing on the phone in a clear, crisp way. The update explains why Snapchat recently banned Mindie, an app that allows you to make mini music videos by adding audio to video.

It’s a minor feature change but its implications are bigger than they seem. For one thing, by adding this editing option, Snapchat seems to be wooing social media stars. Given that major Vine celebrities like Jerome Jarre have left the app to focus on Snapchat, I can’t help but wonder if they’re the ones who were asking for this feature.

The other significance of Snapchat’s new music feature is what it says about the company’s direction. We know based on…

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