Snapchat has announced the full launch of its 'Sounds' feature, allowing users to include snippets of songs in their Snaps.

According to Variety:

"With Sounds on Snapchat, iOS app users across the world can add music to their Snaps pre- or post-capture from a handpicked catalog of songs. Snapchatters can now add music to a video when recording by tapping the Sounds tool – represented by an icon with music notes — on the right side of the Camera viewfinder and choosing from the list of Featured Sounds; alternatively, they can select from the Sounds tool after they've taken a Snap."

Snapchat first launched a test of the TikTok-esque feature in Australia and New Zealand back in August, but now it's getting a proper launch - though only on iOS at this stage.

The option is a result of Snap's negotiations with music publishers over the last year on new deals to allow for music sharing within Snaps. That push was likely exacerbated by the rising popularity of TikTok, which has made music clips a central part of its offering, and amid the rumors of a possible TikTok shut down in the US - which ultimately look to have amounted to no action against the app - Snapchat has sought to implement its new music options faster, in order to gather up any TikTok refugees looking for a new place to share the same type of content. And now, people will all get a chance to try it out. The company's celebrating the broader launch by having Snapchat also debut an exclusive clip of Justin Bieber's new song, sure to generate additional buzz around the feature.

Now, whether Discover feed of Snapchat will become like TikTok by resembling it, that is to say, filled with trending song memes and dances that will now flow into the app. Note that Snap marketers must observe such shifts.

'Sounds' is available on Snapchat from today, just tap on the music note in your composer to get started.