It’s the end of the road for Musical.ly, the short-form video app that expanded to greater than 100 million active monthly users since its 2014 launch – and spawned its very own digital stars and passionate creator community of “Musers.” Since Thursday (Aug. 2), the Musical.ly application is no available. Users is going to be transferred to Tiktok Likes, a comparable short-form video-sharing application from Chinese internet giant Bytedance. The shift to consolidate Musical.ly’s audience with TikTok comes after Bytedance closed purchasing of Musical.ly in November 2017 in a deal reportedly worth up to $1 billion.
Existing Musical.ly user accounts, content and followers will automatically proceed to the new TikTok app, based on the company. Bytedance says TikTok has 500 million active monthly users worldwide, and the company concluded it made sense to merge Musical.ly and TikTok under one roof.
In June, Musical.ly shut down Live.ly, its live-streaming companion app, and encouraged users to change to Cheetah Mobile’s LiveMe, a comparable app in which Bytedance had committed invested $50 million in funding.
Musical.ly started life being an app that let users record themselves lip-syncing along to songs and audio clips. It gained a big following, mostly within the United states, with a user base skewing toward tween and teenage girls. Inside an update this past year, Musical.ly made an effort to broaden the app’s feature set to try and widen its appeal as being a social-video platform; it also had struck content partnerships with Viacom, NBCUniversal and Hearst Magazines Digital Media to create original short-form series for Musical.ly.
In accordance with Bytedance, the upgraded TikTok app incorporates the most popular elements of both TikTok and Musical.ly apps. It provides a feed that highlights content from a users’ community and has a personalized video recommendations based on viewing preferences. “Combining musical.ly and TikTok is a natural fit because of the shared mission of both experiences – to create a community where everyone can be quite a creator,” Alex Zhu, co-founding father of Musical.ly and senior VP of TikTok, said in a statement.
Bytedance said TikTok will launch a number of new creator programs to supply tech support, performance insights and assistance with growth strategy. Upcoming features planned for TikTok includes: a “reaction” feature that allows users to react to friends’ videos; enhanced creative tools like interactive gesture filters and “fun-house mirror camera effects”; and greenscreen-like background effects. TikTok is available via Apple’s App Store and Google Play. Existing musical.ly users will automatically upgrade to TikTok once they update the present app.
TikTok relies in L.A., with offices inside london, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow. Musical.ly’s head of North American operations, Alex Hofmann, left the business in January following the Bytedance deal. The short-form video app, that had a lot more than 100 million active monthly users, was no more provided by Thursday (August 2).
If you’ve never used the app before, Musical.ly allows users to create and share music videos of these singing or lip syncing. The Musical.ly back catalogue includes pop songs, along with comedy dialogue as well as the dnyrhd of other users. Fans from the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers over time. Yet, that is certainly throughout now, as Musical.ly has become taken over by TikTok.
Precisely what is TikTok and how come it own Musical.ly? Chinese video platform TikTok has taken over Musical.ly, merging the 2 app powerhouses. In China, the app is referred to as Douyin and has over 300 million monthly active users, much larger than Musical.ly’s reach. Whilst TikTok is based around users uploading short videos of themselves, like good old Vine employed to do, it doesn’t possess the increased exposure of music and songs like Musical.ly did.