Snap Inc. is in talks with major record labels to expand the ways users can include music in posts on its flagship Snapchat app, according to people familiar with the matter, as the company faces competitive pressure from Facebook Inc.’s Instagram and ByteDance Ltd.’s TikTok.

While Snap over time has secured case-by-case licenses to use individual artists’ music on the platform, it is now seeking broad rights to the catalogs of Vivendi SA’s Universal Music Group, Sony Corp.’s Sony Music Entertainment and Access Industries Inc.’s Warner Music Group, according to these people.

The licenses wouldn’t let Snap create an on-demand music service like Spotify or Apple Music. Instead, they could let the company offer users ways to incorporate music in its signature disappearing messages and other social-media applications.

The people cautioned that deals aren’t in place, and talks might not lead to agreements. But they said discussions have intensified in recent weeks.

Snap’s interest in more widely licensing song catalogs comes as social-media rivals have been introducing popular new music features on their apps.