How will Musical.ly’s acquisition affect influencer marketing
What is Musical.ly?
In the era of social media, it can be difficult to keep up with all of the
latest trends and the next big app. If you find yourself to be past your early
twenties, you probably have never even heard of Musical.ly- we’ll fill you in.
Musical.ly is an app with over 200 million registered members that lets users or
“musers” post self made videos, and share them with their network. The style of
these videos most infamously known are lip synching videos. Most musers are so
young they haven’t even graduated high school yet. And if you’re still not
convinced, some of their top musers have over twenty million followers. These
musers hold a lot of power within the younger social media community.
We can’t give the scoop on Musical.ly without explaining the elephant in the
room. Just a few days ago, Musical.ly was acquired and absorbed into similar
app, TikTok. TikTok is owned by ByteDance a Chinese media firm, who reportedly
bought out Musical.ly for over one billion dollars.
So what happened to all those musers? Users are being migrated to TikTok. And
new users aren’t able to download Musical.ly but instead are directed to TikTok.
The success of influencers on Musical.ly is different than on any other social
platform alone. It caters to an audience who literally grew up on technology and
are probably even more familiar with influencer marketing than traditional
advertising. Their followers are loyal fans and will always be excited to
support them across other platforms as well.
The most popular Musers have tens of millions of fans on the app. What’s
different on Musical.ly is that the influencers can share revenue from brand
partnerships with Musical.ly. This works a little different than on other social
media platforms since Musical.ly takes an active role. For one campaign with
different Beiersdorf deodorants, Musical.ly pitched in to give greater
visibility in featured sections for the influencers content. The campaign,
SprayandPlay, was targeting 14- to 18-year-olds, and resulted in 4,365 fans and
61,000 hearts for a $15 CPM.
Collaborations can also take on the form with Musical.ly influencers directly.
Baby Ariel, (aka Ariel Martin) one of Musical.ly’s biggest star has close to
thirty million followers on the app itself and then close to ten million on
Instagram, another three million on Youtube. By gaining immense popularity on
Musical.ly, she tapped into the younger generation of users on social media.
Having this connection gives her an advantage in the way she does
advertisements. Her content is mostly family friendly, and one of her biggest
sponsored content pieces was for Coca-Cola.
Overall, because influencer marketing is still relatively new on Musical.ly,
everything is still in the testing phase. There isn’t a lot of analytics or ways
to measure success outside of fans, hearts, and comments. It seems clear the
value-add for the music industry, and up-and-coming artists, but it remains to
see how that can continue to evolve for other types of products as well.
Musical.ly stars Lena and Lisa in with fans.
So...what’s next for creators & brands in Musical.ly?
With the merging of Musical.ly and TikTok, maybe that much won’t change. At
first it appears like the two apps are essentially combining. Musical.ly and
TikTok both share the mission to create a community where everyone can be a
creator, as shared by the Musical.ly cofounder. This combined with Musical.ly’s
prior support of influencer marketing gives us confidence that with the new
merger, their dedication to create quality content and share authentic branding
experiences will not just continue but heighten.
As for what the upgrade means for both apps, TikTok will incorporate the most
popular elements of Musical.ly and Tik Tok into a new feed which highlights the
user’s community as well as a “For You” section that offers personalized video