Snapchat has been great in having users create some random fun videos. But for long-form videos, not so much.
In order to increase engagement, and also to allow more kind of content to be easily shared through the platform, Snapchat is partnering with YouTube to allow users to directly share videos to its platform. This way, users are no longer required to copy-paste URL. Using YouTube's share button, videos can be shared to Snapchat with a custom sticker with a video thumbnail.
According to Snapchat on its blog post, the integration is meant to make it easier for YouTube users to share their favorite clips and videos directly to Snapchat without having to leave the YouTube app.
"More than 2 billion logged-in users visit YouTube every month to tune into videos that help them find new music, learn different skills, catch up on news, and discover more about the world around them. "
"With this new integration, we’re making it easier than ever for these viewers to send their favorite clips and videos right where they are already talking with their friends on Snapchat."
All users need to do:
- Open the YouTube app and select a video to watch.
- Tap "Share," and then tap the "Snapchat" icon to automatically open the Snapchat Camera.
- From there, users can create an original Snap with the automated YouTube sticker, and add layer on it using any of of Snapchat's existing creative tools .
- All viewers need to do to view the Snap, is tap on the YouTube Sticker, and this would open the video in their YouTube app or default mobile browser.
Snapchat said that it believes "in the power of visual communication."
In the world dominated by Instagram Stories and TikTok videos, Snapchat is the underdog of social media.
Snapchat may not have a chance in competing directly to those platforms, and may be unable to entice its users to create original contents on its platform.
But with the integration, "we’re giving our community infinite ways to express themselves, share what they’re watching, and layer on their own creative takes."
YouTube is not a direct competitor to Snapchat, and because of that, the partnership is easier to forge, because Google certainly knows that the Snapchat embedding feature is not a threat.
This is because the effortless way for sharing YouTube videos Snapchat is introducing, promotes more engaged posting.
Instead of usual links, Snapchat allows the creation of custom stickers, which should indeed attract lots of YouTube users on Snapchat.
Content creators on YouTube can began using Snapchat to get increased backlinks and views, by just expanding their expressiveness and interaction choices.
So rather than competing with Instagram Stories or TikTok, Snapchat's method aims to attract attention to longer videos that aren't on its platform.
And this clever idea appears to be a natural progression of Snapchat way to retain users attention, without disrupting the trends so much.