It’s the end of the road for Musical.ly, the short-form video application that grew to a lot more than 100 million active monthly users since its 2014 launch – and created its very own digital stars and passionate creator community of “Musers.” Since Thursday (Aug. 2), the Musical.ly app is no available. Users is going to be migrated to Tiktok Likes, an identical short-form video-sharing application from Chinese internet giant Bytedance. The turn to combine Musical.ly’s audience with TikTok comes after Bytedance closed the acquisition of Musical.ly in November 2017 in a deal reportedly worth approximately $1 billion.
Existing Musical.ly user accounts, content and followers will automatically move to the brand 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, an identical app by 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 sizable following, mostly inside the United states, with a user base skewing toward tween and teenage girls. Inside an update a year ago, Musical.ly attempted to broaden the app’s feature set to attempt to widen its appeal being a social-video platform; additionally, it had struck content partnerships with Viacom, NBCUniversal and Hearst Magazines Digital Media to generate original short-form series for Musical.ly.
Based on Bytedance, the upgraded TikTok app incorporates the most common components of both TikTok and Musical.ly apps. It contains a feed that highlights content from a users’ community and features a personalised video recommendations based upon viewing preferences. “Combining musical.ly and TikTok is a natural fit given the shared mission of both experiences – to produce a community where everyone can be 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 offer technical support, performance insights and guidance on growth strategy. Upcoming features planned for TikTok will incorporate: a “reaction” feature that allows users to respond 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 when they update the current app.
TikTok is situated in L.A., with offices in the uk, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow. Musical.ly’s head of North American operations, Alex Hofmann, left the company in January after the Bytedance deal. The short-form video app, which had greater than 100 million active monthly users, was no more available from 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, as well as comedy dialogue and the dnyrhd of other users. Fans from the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers through the years. Yet, that is throughout now, as Musical.ly continues to be taken over by TikTok.
Precisely what is TikTok and how come it own Musical.ly? Chinese video platform TikTok has brought over Musical.ly, merging the 2 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 classic Vine used to do, it doesn’t possess the increased exposure of music and songs like Musical.ly did.