Instagram announced a new feature on Thursday (October 18) that makes it easier for users to save songs they discover while browsing the app.
The social networking app aims to make the process of saving music as frictionless as possible — and users don't have to leave Instagram to do it. If they find a song they like, they can just click on the track to go to its audio page and then hit the “add” button. Saved tracks appear in the “Songs They Like” playlist on Spotify. Currently, no other streaming service is integrated with Instagram.
The Spotify-Instagram integration comes about a year after TikTok launched “Add to Music App,” a very similar feature that lets users save music they find on the platform. TikTok has had more partners for its operation — not just Spotify initially, but also Amazon Music and Apple Music.
“TikTok is already the world's most powerful platform for music discovery and promotion, helping artists connect with our global community to increase engagement with their music.” All ObermanTikTok's global head of music business development said in a statement last year. The new feature “takes this process one step further by creating a direct connection between discovery on TikTok and consumption on a music streaming service, making it easier than ever for music lovers to enjoy the full song on their music streaming service of choice their. thereby creating even greater value for artists and rights holders.”
“Add to Music App” has become an even bigger priority for TikTok recently. In September, the company announced that it was shutting down its subscription streaming service, TikTok Music, to focus more on integrating with existing streamers. “The ability to add to our music app has already enabled hundreds of millions of track saves to playlists on partner music streaming services,” said Obermann.
On Wednesday (October 16), TikTok announced that another streaming service will be joining its “Add to Music App”: Melon, which is popular in South Korea.
“Since the launch of the Add to Music app, we've seen the TikTok community fully embrace the opportunity to save the songs they discover to their music streaming service of choice.” Michael Kümmerleglobal head of music partnership development, said in a statement. “Our new partnership with Melon means millions more music lovers in Korea will be able to save, share and listen again to the music they fell in love with on TikTok.”
