Spotify copies Tiktok and tests vertical videos in the app

TikTok it is certainly the most influential platform in recent years. Its engaging vertical feed has been copied by a number of competitors, such as Instagram, Snapchat and YouTube. Now Spotify also wants to take a cue. The Swedish company has confirmed that it is currently testing a new feature in its app which consists of a vertical feed of music videos that users can potentially scroll through endlessly, clicking on a heart or skipping them.

The function, which is called Discover and it has an icon at the bottom of the app, it was first reported by developer Chris Messina who found it in a beta version of iOS. Messina described it as one “reduced version” of a TikTok-style music video feed. In the same thread, the developer speculates that Discover will likely use the same Canvas format that Spotify began rolling out in 2019 and that allows artists to add short looping video clips to accompany their songs.

Even if some didn’t like it, early data shows that Canvas appears to encourage engagement, with users more likely to interact with the songs to which the function is associated, by sharing or saving them. The Discover test is in its early stages and we still don’t know if the feature will be extended and implemented. Spotify has refused to share any additional details for now, but has confirmed, via a statement, that it is exploring the idea of ​​a vertical video feed.

“At Spotify, we regularly conduct a series of tests in an effort to improve our user experience – a spokesman a TechCrunch –. Some of these tests end up paving the way for our broader user experience, and others serve only as important learning. We have no further news to share at this time “they added. There’s no telling already if Discover will hit the public though this is a good clue on where Spotify wants to go, trying to look more and more like a social network.

The company had already tried to introduce popular social formats to engage its users. In the past, it has tested a Stories feature that allowed influencers to post stories to introduce their own playlists. An option that you have never seen the light of day. The vertical feed, which is also testing Spotify in its own app, is proving to be a ideal format for content discovery and it doesn’t seem like a leap of faith for Spotify. He writes TechCruch that this novelty “It could help introduce users to new music and offer a way to signal their interests to Spotify in a familiar format”.

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