Facebook Debuts Collab Music Video App To Compete With TikTok

Facebook is trying out a TikTok “Duets”-style app called Collab, according to a report from 9to5mac.

Collab began testing in May on an invite-only basis and will allow users to see a feed of three 15-second independent videos playing in sync in a feed, according to the report. Users can make a Collab by swiping on a row to bring a new video clip to match their composition. Users will be able to record their contributions to a song or start a brand-new Collab.

In a blog post Monday (Dec. 14), product lead Brittany Mennuti said Collab “automates the complexity of audio and video syncing so you can easily produce a final composition you love.”

“With Collab, you feel like you’re jamming with the band from the comfort of your bedroom,” she added in the post. “The most important factor: No musical experience is required — if you can swipe, you can create a Collab.”

She said in the post that the company had tested the app with several headsets and hardware configurations to help users bring numerous instruments, including keyboards, guitars and drum kits into a Collab.

After the app’s May debut, the Facebook New Product Experimentation (NPE) team has tweaked the process for creating, sharing and discovering new Collabs, along with boosting audio syncing.

This isn’t the first time a Facebook-owned property has debuted a new service to appeal to TikTok’s massive base of mostly younger internet users.

In July, Instagram debuted monetary incentives for TikTok’s popular content creators to make content for its own Reels service, which works like TikTok and lets users send out short video clips, PYMNTS reported. The move was intended to work with the TikTok users who have amassed particularly big followings. For that reason, companies have courted those creators to sport branded attire, use specific music in videos and directly market items in their videoclips.