In case there was any doubt that Snap is among the many platforms trying to challenge TikTok, the company just introduced a new suite of creator-friendly editing tools called “director mode.” The company showed off the new editing tools, which are rolling out “in the coming months” at the company’s Partner Summit event.
In a blog post, Snap said that director mode is meant to help people create more “polished” content than what is currently possible with Snapchat’s in-app camera. The new tools include a TikTok-like green screen feature that relies on Snapchat’s vast library of augmented reality lenses. There are also new camera controls, including the ability to record simultaneously from the front and rear-facing camera similar to the once popular app Frontback. There’s also a new “quick edit” tool to tweak multiple snaps at once, and new ways to sleep up or slow down videos.
As the name suggests, director mode is geared toward Snapchat’s growing ranks of video creators, and the new tools could help fuel fresh content for Spotlight, the app’s hub for TikTok-like short form videos. It could also help Snap Stars — the company’s term for public, verified accounts — make more interesting content for their Stories. Which could come in handy as Snap also recently introduced new revenue sharing features for Snap Stars with mid-roll ads.
Snap also teased a new partnership with LiveNation, which will allow concertgoers and festival attendees to access exclusive augmented reality features crafted specifically for the live events. These include the ability to virtually “try on” merch with AR, a “find friends” feature and other AR effects. The upcoming Electric daisy Carnival festival will be the first to take advantage of the features, though Snap says it will be available at other events this year.
The app is also further building out its augmented reality shopping features. It’s adding a new section of its app called “Dress Up” that will be exclusively dedicated to AR “try-on” experiences from brands and creators. It’s also making its AR shopping features available to other apps via its Camera Kit developer platform. The move will allow retailers and brands to add Snapchat-powered augmented reality try-on features to their existing apps.
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