Musical.ly is a Chinese video social media application for video creation and live broadcasting. The first prototype was released in April 2014, and also the official version was launched in August of that year. With the application, users can make 15-second to 1 minute videos and choose sound tracks to accompany them, use various speed options (time-lapse, fast, normal, slow motion, and epic) and add pre-set filters and effects. The app also enables people 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 as much as build an education social media app, whereby users could both teach and learn different subjects through short-form videos (3-5 minutes long). After having investors fund this venture, it took them about 6 months to build the product. However, once launched, this online self-learning platform failed to get enough traction and also the content produced had not been engaging enough. With a few money left from the original investment with this failed venture, Zhu and Yang started to search for new ideas. They chose to shift their focus to the entertainment industry, targeting the united states teenage market, as this industry is characterized as being a young adopter of brand new trends. The key idea was to create 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 millions of users and then in July 2015, musical.ly climbed approximately the quantity 1 position in the iOS App Store, becoming by far the most-downloaded free app in over 30 countries, like the US, Canada, UK, Germany, Brazil, Philippines, and Japan. In July 2016, musical.ly reached 90 million downloads, with more than 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. Although this was supposed to have been a soft launch, as no additional marketing have been accomplished for this new product, live.ly climbed approximately the number one position inside the iOS App Store within 3 days. On November 9, 2017, the Wall Street Journal reported that Musical.ly Inc had consented to be acquired by Bytedance Technology Co. for as much as US $1 billion. Bytedance operates this system Toutiao. Recode estimated that the sale could be for approximately US$800 million.
Musical.ly users can record 15-second to 1-minute videos in just one or multiple shots; when the recording continues to be made, it can be combined with songs and sounds. The platform also enables editing, through 14 pre-set filters jrurxl effects that enable to modify the rate 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 created by other users, which instills a brand new degree of engagement using the content. Other ways in which users can interact together is through features such as “Ask a matter” and “Duet“. About this regard, musical.ly has an option called “Best Fan Forever,” whereby musers can choose musicallyfollowersfree.org who can get involved in duets together.
Users could also send private messages to their friends utilizing the direct.ly feature. Musical.ly’s structure allows the viral dissemination of trends throughout the platform. The hashtags which are popular with this social networking usually make reference to bits of pop culture and trends among the internet world. Due to its massive usage, lots of events launched inside the app could become viral global events, especially among teenagers. Just about the most notable campaigns launched by musical.ly was the “Don’t Judge Challenge,” which became huge inside the platform, as an incredible number of teenagers around the world participated.