Musical.ly Have Entered the Original Content Race
 |
| Variety |
The video making/lip syncing network has been going strong for around two years now, with user figures well into the millions, but they're far from a major player. Despite this, they've made deals with Viacom, Hearst and NBCU, and made the promise that their content with stand out from the crowd because it will actually feature an interactive element.
Well, interactive might be strong word, the idea is that users will be responding to these short videos with content of their own, using hashtags to tether the call and the response together. It's quaint, but nothing ground-breaking. What's really worth paying attention to is the fact that Musical.ly haven't put any money down for this content, and in turn it won't be monetised in any way. No ads, no fees.
That may well change in the future, as this is really just a test to see if this kind of original content has the potential to become a central part of the platform, but for the time being it's certainly a respite from the ad interrupt laden worlds of Facebook and YouTube.
The shows are already being rolled out, with four already available. MTV have released two - shorter versions of Nick Cannon Presents Wild N' Out and Greatest Party Story Ever, while fashion mag Seventeen have produced the other two - 'Fashion to DIY For' and 'Seventeen in the City'. NBCU are working on one which will be released under their E! Entertainment banner.
All the shows are planned to run at 2-4 minutes per episode. Each new episode will appear in the trending section for 24 hours, but even after that they'll be accessible from the profile pages of the companies in question. Users will be able to respond, and view other responses through the app's hashtag page.
Musical.ly has a very young user base (too young, some have argued), and through that they've been able to carve out their own niche. The scale of their growth has been somewhat underestimated, and the fact that they're encroaching on territory which had formerly been dominated by the big hitters suggests that they've got big plans lined up. While Musical.ly might never experience the boom that Snapchat did, it's certainly a platform to keep an eye on.
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @Songbird_Callum
Contact us on Twitter, on Facebook, or leave your comments below. To find out about social media training or management why not take a look at our website for more info: TheSMFGroup.com
Musical.ly Have Entered the Original Content Race
Reviewed by Unknown
on
Monday, June 19, 2017
Rating:
Reviewed by Unknown
on
Monday, June 19, 2017
Rating:
Unknown
Keeping you up to date on social media, digital marketing, apps, news & reviews. Social media, and digital marketing as a whole, are rapidly and constantly changing, adapting to new developments at an ever increasing rate. Just keeping up to date can be a nightmare. Our team of writers know their field, and keep an ear to the ground. We aim to keep you informed of all recent developments in the online world, and teach you a little something along the way. So whether you just want to stay connected, or gain some knowledge for yourself, the Social Songbird will keep on singing! More articles are posted every day so keep checking back! Join the discussion on Twitter - #SocialSongbird Or contact us directly - @SocialSongbird_
Entrepreneur, international speaker on Social Media Marketing. First one in the UK to write and speak in conferences about Twitter as a marketing tool. Consultant to Corporate Companies, Government Organizations, Marketing Managers and Business Owners.
Aspiring novelist with a passion for fantasy and crime thrillers. He hopes to one day drop that 'aspiring' prefix. He started as a writer and soon after he was made Executive Editor and Manager of the team at Social Songbird. A position he held for 5 years.
Adrienne is a passionate writer with experience in editing, content creation, and social media marketing. She’s a lover of animals, helping others improve their writing, and 2000s pop culture.
Musician, audio technician, professional tutor and a Cambridge university English student. Interested in writing, politics and obsessed with reading.
Recently graduated with a BA in English Literature from the University of Exeter, and he is about to study an MA in Journalism at the University of Sheffield. He is an aspiring journalist and novelist; in his free time he enjoys playing chess, listening to music and taking long walks through nature.
Lucy is an undergraduate BSc Politics and International Relations student at the London School of Economics and Political Science.
Anna Coopey is a 4th year UG student in Classics at the University of St Andrews in Scotland. She is a keen writer and researcher on a number of topics, varying from Modern Greek literature to revolutionary theory.
Ellie is a recent BA English Literature graduate and aspiring publisher with a passion for writing. Her favourite pastimes include reading and shopping.