Snapchat has launched an preliminary take a look at of replies to Highlight clips, offering one other method to have interaction with its TikTok-like short-form video feed.

As you possibly can 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 authorized by the creator).

Which is a big shift for Snapchat, given its give attention to extra personal, intimate connections – although customers could have full management over the show, or not, of feedback.

As reported by Axios:

“Much like the replies characteristic in its Tales product, [Spotlight] replies will solely public if the creator needs them to be. The creator could have the flexibility to determine which replies are public, and might reject or settle for feedback in batches to make public.”

In keeping with Axios, commenting has been probably the most requested updates for Highlight, which, like all short-form video choices, has seen an enormous rise in consumer curiosity in latest months.

As per Snap’s Q1 22 efficiency replace, complete 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 Inventive Instruments.

Which might be a key level of differentiation for Snap. Positive, 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 because of this, that’s an enormous win, and including extra engagement options, like feedback, might be one other key step within the characteristic’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 enlargement. We’ll maintain you up to date on any progress