Spotify Jumps on the TikTok Bandwagon: Will Vertical Music Videos Strike a Chord?

The tech world is stuck in a loop, a seemingly endless quest to replicate the magic of TikTok. Every day brings news of another major platform attempting to capture a slice of the short-form video pie, desperately vying for the attention of the highly sought-after 18-34 demographic. This trend has become so predictable it feels like a self-fulfilling prophecy, destined to continue until TikTok’s reign ends or time itself grinds to a halt. The latest contender to throw its hat into the ring? None other than Spotify.

According to a recent report by TechCrunch, the music streaming giant is experimenting with its own version of the endlessly scrolling, vertical video feed that has become synonymous with TikTok. Following in the footsteps of social media behemoths like Instagram, Facebook, Reddit, Pinterest, and even streaming services like Netflix and Snapchat, Spotify aims to integrate this addictive format directly into its platform.

This new feature, tentatively called the "Discover" tab, will reportedly occupy a prime piece of real estate within the Spotify app, nestled conveniently between the Home and Search buttons. Users will then be able to endlessly scroll through a curated selection of music videos, with the option to like or skip each one, mirroring the core mechanics that have made TikTok so successful.

The discovery was initially made by developer Chris Messina, who shared his findings in a tweet, describing the new feed as "basically a pared down version of a TikTok-style feed of vertical music videos." Messina further speculated that the Discover scroll will likely utilize Spotify’s existing Canvas format, which was first introduced in 2019. This feature allows artists to add stylized video clips to their music tracks within the Spotify app, enhancing the visual experience for listeners.

Spotify’s existing Canvas format is crucial to this experiment. Canvas, in essence, transformed the static album art associated with digital music into moving, looping visuals. It’s a subtle but effective way to capture attention and provide a more engaging listening experience. The fact that Spotify is seemingly building upon this existing infrastructure, rather than creating something entirely new from scratch, might give it a leg up in the fiercely competitive short-form video market.

Spotify has previously indicated that data suggests Canvas positively impacts user engagement. Users are demonstrably more likely to interact with songs that incorporate the feature, suggesting that the visual element adds value to the overall listening experience. This existing data is likely playing a significant role in Spotify’s decision to explore the TikTok-inspired Discover feed. The company is betting that by expanding upon the Canvas concept and making it a central element of discovery, it can further boost engagement and potentially attract new users.

It’s also important to note that Spotify’s foray into the world of short-form video feels less like a desperate grab for attention than some other platforms’ attempts. Unlike, say, Instagram, whose Reels feature has been widely criticized as a pale imitation of TikTok, Spotify already possesses a strong foundation in the music space, the very foundation upon which TikTok’s success is built.

The undeniable popularity of TikTok’s videos stems largely from the short music clips they sample. The platform has become a powerful engine for music discovery, propelling countless songs and artists to viral fame. This raises an interesting question: could Spotify potentially leverage this phenomenon in reverse? Could the Discover feed become a launchpad for new music, utilizing short-form video to drive streams and ultimately compete with TikTok on its own turf?

This strategic advantage positions Spotify uniquely. It is not merely chasing a trend; it has the potential to synergize its existing strengths in the music industry with the engaging format of short-form video. This creates the possibility for genuine innovation and a user experience that feels more natural and less forced than the analogous attempts of other platforms.

However, the success of this endeavor remains to be seen. The Discover project is still in its early testing phases, and there’s no guarantee that it will ever be rolled out to a wider audience on iOS and Android devices. Spotify is undoubtedly collecting user feedback and carefully analyzing the data to determine whether the feature resonates with its audience. There are also potential challenges to consider, such as content moderation, copyright issues, and the overall user experience. Ensuring a seamless and enjoyable experience for users will be crucial to the success of the Discover feed.

Despite the uncertainties surrounding Spotify’s foray into short-form video, one thing remains certain: the trend of platforms attempting to emulate TikTok is unlikely to abate anytime soon. As sure as the sun rises in the east and sets in the west, we can expect to see more and more companies trying to "cosplay" as TikTok in the near future. Whether these attempts will be successful is another matter entirely. The key to success will likely lie in finding a way to integrate the short-form video format in a way that feels authentic to the platform’s existing identity and provides genuine value to its users. Spotify’s advantage stems from its existing connection to the music industry, giving it a unique position to succeed where others have floundered. Only time will tell if Spotify’s "Discover" experiment strikes a chord with users and helps the company capture a piece of the coveted 18-34 demographic.