Music.ly is a revolution in its own right. It is still unbelievable how it made lip syncing as a contagiously influential trend. Music.ly is estimated to have around 200 million users, most of who are teenagers. Started as an entertainment-based app, Music.ly has now transformed into a true blue millennial trend. In fact, owing to Music.ly’s ever-increasing popularity, many brands have also started using it for advertising and marketing purposes. Some big brands include KitKat, Beiersdorf etc.

Many brands have now started turning to Music.ly for advertisement purposes. This collaboration has become so viral that Music.ly is now offering new and customized advertisement options through content partnerships with brands. Music.ly is also in collaboration with some brands for designing templates of advertisement creation, for example, #HashtagChallenge, 15-second vertical video ads etc.

The most common way brands use Music.ly for advertising their products and services is by hiring social media influencers to create custom content and post it on their respective social media pages. These influencers, also known as ‘Musers’ are therefore channels for influencer-marketing campaigns. A very recent example of this could be the Honor 9 and iDiva collaboration on Instagram.

Many times, Music.ly also creates soundtracks and music which brands use for their advertisements. An example of the sweeping influence this trend caused is the ever famous ‘Dame tu Cosita’, a music track that literally ruled Instagram and Facebook for months together.

Trends show how influencer-marketing campaigns undertaken by brands using Music.ly have time and again proved successful. Let us now look at some potential advantages that Music.ly offers.

As a platform, Music.ly truly incorporates entertainment, an element very crucial for advertisements and ad films. It is an infectious social app that lets you lip sync your favorite songs for a 15-second video featuring your rendition. This makes the app very entertaining and engaging. These elements also contribute to the overall effectiveness of an ad video. Ad videos hosted on Music.ly exemplify infotainment.

Music.ly is extremely popular among teenagers and the younger generations. Using Music.ly for advertisements purposes, therefore, is a very effective way of reaching out to the younger audience. For demographic specific videos especially, which stratify age and location, ‘musers’ can also share their location which helps them reach out to the audiences in physical proximity. Therefore, Music.ly is a great way of connecting to the masses and specific target audiences.

Influencer marketing campaigns on Music.ly showcase some of the top influencers promoting a specific brand. As a user, this seems very genuine since we see our favorite social media influencers explaining or promoting a product. It is almost like a brand promoting a brand. Influencer marketing campaigns, therefore, add to the credibility of the marketing efforts undertaken by a brand.

So as we saw, Music.ly is a new-gen, unconventional and currently one of the greatest tools being used for marketing and advertising among the new generation.

If you need help with your social media strategy, or want to know how these new age platforms can be be used to give your brand the required push, you can connect with us on design@brandshark.in or give us a call on +91-9602791295.

References:
https://www.businessinsider.in/How-to-use-Musical-ly-the-app-with-70-million-users-that-teens-are-obsessed-with/The-Follow-tab-shows-you-videos-from-the-musers-you-follow-/slideshow/52578925.cms
http://musically.com/2017/11/07/musical-ly-starts-attract-brands-influencer-marketing/
https://digiday.com/marketing/musical-ly-quietly-starting-another-big-advertising-push/

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