Is there an alternative social platform to the usual Facebook, YouTube, Instagram and Snapchat?
It’s called Musical.ly, it manifests itself through an app to be installed on the smartphone or tablet
It was launched in China three years ago by Alex Zhu and Luyu Yang and is available in 11 languages.
This is a video sharing app, which means that you can create and share short videos of varying duration from 15 to 60 seconds with the background of famous songs and to which you can apply special effects. Created the video is shared within the platform and you gain notoriety among the “musers”, the members of Musical.ly.
The connected platform Live.ly and created shortly after, instead, deals with hosting live streaming.
200 Million users
Three years after its foundation, there are around 200 million users worldwide, about 40% are active every month and contribute about 12 million videos published a day. More than half of users are between 13 and 24 years old
One of the first brands to test the new platform, in January 2015 was Coca Cola which launched a #ShareACoke contest with a promotional video by Ariel Martin: one million videos published in twelve days. But also the National Basketball Association, present in every platform, was among the first companies to create an official account on Musical.ly, achieving the right success thanks to the care of the published contents.
So far, the company has raised about $ 116 million in investment by Venture Capitalists and could be worth $ 500 million and is responsible, unintentionally, for the closure of Vine, the app developed by Twitter that in October 2016 announced its closure and in January 2017 it did so. At the same time, Musical.ly grew exponentially and welcomed the orphaned users of Vine.
The KitKat campaign
An example of the potential of musical.ly?
KitKat devised a campaign on Musical.ly in November 2016. A race was organized in which he proposed to revisit the characteristic KitKat jingle. And the set goals have been largely exceeded: 96 million total views, 60,000 videos, 1.6 million views of sponsored videos, 21.7 million video views of the participants taking part in the challenge.
The secret? Simple: competing teenagers using music.