Snapchat has launched an preliminary check of replies to Highlight clips, offering one other solution to have interaction with its TikTok-like short-form video feed.
As you’ll be able to see on this instance, some customers are actually in a position to reply on to a Highlight video, with the textual content feedback then displayed on the clip (if accredited by the creator).
Which is a big shift for Snapchat, given its concentrate on extra personal, intimate connections – although customers may have full management over the show, or not, of feedback.
As reported by Axios:
“Similar to the replies feature in its Stories product, [Spotlight] replies will only public if the creator wants them to be. The creator will have the ability to decide which replies are public, and can reject or accept comments in batches to make public.”
In response to Axios, commenting has been one of the vital requested updates for Highlight, which, like all short-form video choices, has seen an enormous rise in consumer curiosity in current months.
As per Snap’s Q1 22 efficiency replace, whole consumer time spent on Highlight has elevated 230% year-over-year, whereas it’s additionally seen a 3.5x enhance within the variety of Highlight submissions utilizing AR Lenses or Artistic Instruments.
Which might be a key level of differentiation for Snap. Certain, Highlight is a direct copy of TikTok, however Snap’s AR instruments often generate viral traction, with the app’s nous for next-level options nonetheless nicely forward of different apps.
If that retains extra customers on Snap consequently, that’s an enormous win, and including extra engagement options, like feedback, might be one other key step within the function’s growth.
However it’ll be pretty restricted to start with. Snapchat will start testing Highlight replies with customers in New Zealand from this week, earlier than figuring out any future growth. We’ll maintain you up to date on any progress