It’s the end of the road for Musical.ly, the short-form video app that expanded to a lot more than 100 million active monthly users since its 2014 launch – and created its own digital stars and passionate creator community of “Musers.” Since Thursday (Aug. 2), the Musical.ly app is no longer available. Users will likely be transferred to Tiktok Likes, a similar short-form video-sharing app from Chinese internet giant Bytedance. The turn to consolidate Musical.ly’s audience with TikTok comes after Bytedance closed the buying of Musical.ly in November 2017 in a deal reportedly worth as much as $1 billion.
Existing Musical.ly user accounts, content and followers will automatically move to the new TikTok app, in accordance with the company. Bytedance says TikTok has 500 million active monthly users worldwide, as well as the company concluded it made sense to merge Musical.ly and TikTok under one roof.
In June, Musical.ly de-activate Live.ly, its live-streaming companion app, and encouraged users to change to Cheetah Mobile’s LiveMe, a similar app where Bytedance had committed invested $50 million in funding.
Musical.ly started life as an app that let users record themselves lip-syncing along to songs and audio clips. It gained a sizable following, mostly in the U.S., with a user base skewing toward tween and teenage girls. Within an update a year ago, Musical.ly made an effort to broaden the app’s feature set to try to widen its appeal being a social-video platform; additionally, it had struck content partnerships with Viacom, NBCUniversal and Hearst Magazines Digital Media to create original short-form series for Musical.ly.
According to Bytedance, the upgraded TikTok app incorporates the most famous aspects of both TikTok and Musical.ly apps. It contains a feed that highlights content from the users’ community featuring a personalized video recommendations based on viewing preferences. “Combining musical.ly and TikTok is actually a natural fit given the shared mission of both experiences – to make a community where everyone can be quite a creator,” Alex Zhu, co-founder of Musical.ly and senior VP of TikTok, said in a statement.
Bytedance said TikTok will launch a number of new creator programs to offer technical support, performance insights and guidance on growth strategy. Upcoming features planned for TikTok will incorporate: a “reaction” feature that enables 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 can be obtained via Apple’s App Store and Google Play. Existing musical.ly users will automatically upgrade to TikTok once they update the present app.
TikTok is situated in L.A., with offices in 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, which had more than 100 million active monthly users, was will no longer 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, in addition to comedy dialogue and the dnyrhd of other users. Fans in the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers over time. Yet, that is all over 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 is taking over Musical.ly, merging the two app powerhouses. In China, the app is known as Douyin and it has over 300 million monthly active users, larger than Musical.ly’s reach. Whilst TikTok is situated around users uploading short videos of themselves, like good old Vine employed to do, it doesn’t have the increased exposure of music and songs like Musical.ly did.