Musical.ly is actually a Chinese video social media app for video creation and live broadcasting. The very first prototype was released in April 2014, as well as the official version was released in August of that year. Through the application, people can create 15-second to one minute videos and choose sound tracks to accompany them, use different speed options (time-lapse, fast, normal, slow motion, and epic) and add pre-set filters and effects. The application also enables users to browse popular “musers,” content, trending songs and sounds and hashtags.
Musical.ly Inc. was founded by longtime friends Alex Zhu and Luyu Yang. Before launching musical.ly, Zhu and Yang teamed approximately build an education social media app, whereby users could both teach and learn different subjects through short-form videos (3-5 minutes long). After you have investors fund this venture, it took them about 6 months to construct the product. However, once launched, this online self-learning platform failed to get enough traction as well as the content produced had not been engaging enough. With some money left from the original investment for this particular failed venture, Zhu and Yang started to find new ideas. They decided to shift their focus for the entertainment industry, targeting the US teenage market, as this marketplace is characterized as being an earlier adopter of new trends. The key idea was to make a platform that incorporates music and video in a social networking. The first version of musical.ly was officially launched in August 2014.
In 2015, the app begun to attract countless users and then in July 2015, musical.ly climbed approximately the number 1 position in the iOS App Store, becoming by far the most-downloaded free app in over 30 countries, such as the US, Canada, UK, Germany, Brazil, Philippines, and Japan. In July 2016, musical.ly reached 90 million downloads, with over 12 million new videos posted every single day.
In June 2016, Coca-Cola launched its #ShareACoke campaign on musical.ly, which introduced musical.ly’s “User-Generated Ads” model. On July 24, 2016, during VidCon, musical.ly officially launched live.ly, its new live video streaming platform. Even if this was intended to be a soft launch, as no additional marketing have been done for this cool product, live.ly climbed as much as the main position within the iOS App Store within 72 hours. On November 9, 2017, the Wall Street Journal reported that Musical.ly Inc had consented to be acquired by Bytedance Technology Co. for just as much as US $1 billion. Bytedance operates this system Toutiao. Recode estimated that this sale could be for about US$800 million.
Musical.ly users can record 15-second to 1-minute videos in a single or multiple shots; after the recording continues to be made, it can be coupled with songs and sounds. The platform also enables editing, through 14 pre-set filters jrurxl effects that enable to modify the speed or reverse the motion from the recording. Additionally, musical.ly also offers a characteristic to create shorter videos, named “live moments,” which are essentially GIFs with music.
Users with this platform can “remuse” (reuse) sounds produced by other users, which instills a whole new level of engagement using the content. Other ways in which users can interact together is thru features like “Ask an issue” and “Duet“. About this regard, musical.ly has an option called “Best Fan Forever,” whereby musers can select Musically Followers who can get involved in duets together.
Users may also send private messages with their friends utilizing the direct.ly feature. Musical.ly’s structure allows the viral dissemination of trends through the entire platform. The hashtags which can be popular on this social media usually make reference to pieces of pop culture and trends among the internet world. Due to the massive usage, lots of events launched in the app can become viral global events, especially among teenagers. Probably the most notable campaigns launched by musical.ly was the “Don’t Judge Challenge,” which became huge in the platform, as millions of teenagers all over the world participated.