Spotify recently announced its new feature, “Spotify Clips,” which aims to allow musicians, artists, and podcasters to share short video clips that can be viewed directly from the app’s “Now Playing” screen. The intention is to offer a more interactive and engaging experience for listeners, similar to the popular video-sharing app TikTok. However, in trying to catch up with the latest trend, Spotify seems to have missed the main point.

For starters, Spotify Clips only allows videos up to 30 seconds long, giving a TikTok vibe to it. However, the main issue with this approach is the difference in platforms. While TikTok is a content-sharing app with a focus on short-form high-quality videos, Spotify is a music streaming service, and users primarily use the app to listen to music and podcasts. In other words, the user’s intent and attention span are significantly different concerning the two apps.

Spotify’s main strength is its algorithm, which creates personalized playlists for users based on their listening habits, musical preference, and other metrics. The app’s main objective should be to enhance this algorithm further and personalize the user’s experience rather than introducing clips similar to TikTok.

Moreover, although using short-form marketing content and snippets can have a significant impact, the length and depth of content are essential in conveying meaningful messages to users. It is unlikely that a 30-second clip will create the same emotional connection with a listener as a full-length song or podcast.

Another issue with Spotify’s Clips is the social aspect. While TikTok is centered around community engagement, Spotify’s approach seems somewhat standalone and isolated. Furthermore, Spotify has been testing the podcast sharing feature, allowing users to share their favorite podcasts on social media platforms. However, it remains unclear how Spotify Clips will integrate with the existing social media platforms like Instagram, Facebook, or Twitter.

The same goes for music videos as well. Spotify had tested “Video Canvas” and “Storyline” in the past, video features that let viewers watch short-form videos synchronized with specific songs. Although the idea was to add another layer of personalization to music streaming, these features have not gained significant popularity.

On top of that, the Clips feature is yet to be launched globally, catering only to a few artists and performers in the United States for the time being. This could mean that the intended target audience for the feature is only a subset of Spotify’s overall user base, thus limiting its impact.

Lastly, it is unclear how the Clips feature will affect the user experience and app navigation. The average listener uses Spotify as an audio-focused application, and numerous visual elements and features might complicate and affect the current experience.

In conclusion, while the innovation and experimentation of new features remain essential in keeping an app fresh and engaging, Spotify may have missed the point with its Clips feature. The app’s primary objective should be enhancing its already robust algorithm and personalizing the user experience, rather than trying to follow the latest trend of short-form video content. Spotify will only be valuable if it remains focused on music and podcast streaming, rather than trying to be a social media app. Its partnership with for podcast-like features and its vast playlist library have contributed to the overall success of Spotify, and it would be foolish to compromise that by trying to compete with other apps or platforms.