TikTok’s dominance among youth will be hard to match, but experts believe that given Snapchat’s unique growth, it has the potential to chip away at the viral video app’s market share.

Snapchat launched its latest venture, a TikTok knockoff called Spotlight, in hopes of increasing its share of entertainment-based content. The new feature allows users to submit Snaps to be shared with the company’s 249 million daily users (though it had only rolled out in 11 countries as of Dec. 3).

These Snaps will feature custom content, much like TikTok and Instagram Reels, complete with sounds, silly dances and shareable memes. The real test, however, will be whether it can compete with its bigger rivals, TikTok.

“TikTok has built a strong brand with a unique offering…simply matching TikTok’s functionality won’t be enough to capture significant market share,” Tim Calkins, a marketing professor at Northwestern University, told Lifewire in an email interview.