Photo-messaging app, Snapchat, seem to have cracked a problem that has irked the likes of Vine and Instagram for years. Their latest update allows users to record videos while still playing music on the phone itself.
As a result, music can now be added to your Snapchat videos in excellent quality, opening up a whole new wealth of possibilities with the app, which may lead to a new channel for musicians to leak teasers for upcoming tracks.
The update, which is currently being rolled out across iOS, comes not long after the company announced the new 'Discover' tab, a feature that adds custom news content to the app.
While no official figures have been released from the company about the success of the 'Discover' tab, Fusion reports that publishers on board since the launch have been getting 'millions' of views per day.
Senior Editor with Fusion, Kevin Roose, said that from secondhand information he gathered that the new feature was proving to be a massive success.
'From speaking to people at several other news organisations, I can tell you secondhand that the numbers, at least for the initial launch period, were enormous. We’re talking millions of views per day, per publisher,' Mr. Roose said.
The company are now entering into a new round of funding as they seek a further $500m, which could raise the value of the company to $19bn. Not bad for a company who said no to a $3bn offer from Facebook back in 2013.
At the time of Zuckerberg's offer Snapchat was simply a quick-fire messaging app that allowed users to send pictures and videos before self-destructing after a pre-determined time period.
Now however, as the California-born company enter into the media sharing market, it has become a much larger and potentially fatal competitor to Zuckerberg's social media behemoth.
Should the new round of funding prove successful, which it will, it still may not prove enough to deter Facebook from making a much improved offer for the company given the fact that they shelled out $22bn for WhatsApp last year.
Snapchat have kept relatively tight-lipped about various figures however it is understood that they have over 100 million active users with 700 million snaps being sent daily.
The new Discover feature makes for a much more interactive experience than traditional news sites, adding video, animations and slick story presentation all into one.
Last week, Snapchat added Sky News and Sky Sports to its Discover tab. The two new sources will be headlined by a 'top snap' and tells a 10 second shortened version of the story and for the full version users simply must swipe up from the bottom.
Snapchat seem to be on the path of moving from a cool, niche start-up to a genuine social media giant that can compete with the likes of Facebook and Twitter, however a second Zuckerberg big may not be too far off.
