It is nonetheless considerably wonderful to contemplate the impression that TikTok has had on the broader social media panorama.

The short-form video app has gained momentum so shortly, and grow to be so influential with youthful audiences, that just about all the main platforms have now sought to copy its key performance, as a way to keep in contact with the rising pattern.

And this week, Snapchat has taken one other step in the direction of making its TikTok-like ‘Spotlight’ feed extra much like TikTok, by including public view counts on Highlight clips.

As you possibly can see on this instance, posted by Conviva’s Mike Metzler, the view rely is displayed on the decrease left of display, offering extra context as to every video’s reputation.

It is not precisely the identical. On TikTok, the view rely is displayed on the video thumbnail, not on the playback overlay itself. However clearly, Snap is seeking to replicate the identical show choices the place it could actually – here is a have a look at the up to date Highlight show and the identical clip on TikTok, side-by-side:

Very related, which, as famous, is sensible, given the speedy rise of TikTok over the past 12 months. 

Certainly, in response to App Annie’s newest State of Mobile report, customers spent extra time on TikTok in 2020 than they did on Fb or Instagram, whereas TikTok can also be on monitor to achieve 1.2 billion customers in 2021, in response to App Annie estimates.

After all, these numbers are considerably diluted by scale – Fb and Instagram have extra customers, so their common time spent per consumer is decrease. However nonetheless, there is a motive why Fb, YouTube and Snapchat are all wanting so as to add TikTok-like choices, and hold their customers from migrating throughout.

For Snapchat, it is arduous to inform whether or not its Highlight feed, which it added back in November, will find yourself being a winner for the app. Snapchat stays massively fashionable with youthful customers, and is a key connection software for a lot of in that cohort. However chasing developments has by no means been Snapchat’s factor – actually, it was the one making the developments up until now.

Nonetheless, given the speedy rise of TikTok, you possibly can see why the platforms wish to be in contact, and hyperlink into new routine behaviors. Including public view counts is one other small step within the gradual TikTok-ificiation of every of the main apps – which, given the projections, may keep it up for a while but.