Snapchat Is Testing A TikTok-Like User Experience For Public Content

Snap Inc.'s SNAP subsidiary Snapchat is testing a new user experience similar to that of video sharing platform TikTok for public content on its platform, TechCrunch reported Monday.

What Happened

The users of the social media platform will be able to navigate the "discover" section with a vertical swiping motion. A horizontal swiping motion to the left or right will have the user exit the experience.

Snapchat getting new TikTok-style navigation UX https://t.co/hZ9MyBOnnv

— Matt Navarra (@MattNavarra) July 13, 2020

Snapchat told TechCrunch the feature is in an early stage of testing, and only visible to select users at the moment. "We're always experimenting with new ways to bring immersive and engaging content to our mobile-first Snapchat community," a company spokesperson said.

Why It Matters

The move comes at a time when President Donald Trump has threatened to ban TikTok in the country, on the grounds that the China-based ByteDance's subsidiary compromises citizen privacy. Social media companies are scrambling to win over TikTok's large userbase.

Alphabet Inc. GOOGL GOOG subsidiary YouTube has also been seen testing a short video feature similar to TikTok, TechCrunch reported in late June. Facebook Inc. FB subsidiary Instagram also expanded its Reels feature earlier this month to India after the country banned TikTok along with another 58 Chinese apps.

Price Action

Snap shares closed 4.9% lower at $24.27 on Monday. The shares traded 1% higher in the after-hours session at $24.51.