According to Business Insider, 120 million people worldwide have registered for Musical.ly, and it’s the fastest growing app today among teen social media users (an estimated 64% the 120 million are teens). Less than a year after it’s creation, the app hit #1 on the iTunes app store.
So, what is Musical.ly and why is it so popular? And, more importantly, how can you use this incredibly popular app to market to teen audiences? Let’s take a look:
What is Musical.ly?
Musical.ly is a mobile app that allows users to create, share, and view 15-second music videos. Users log into their profile, pick the song that they’d like to use, and then create their own video. And much like Instagram and YouTube, users can edit their videos to add effects or filters.
What marketing opportunities does Musical.ly present?
As noted above, the first and most obvious benefit to using Musical.ly to reach younger demographics is that 64% of its users are teenagers. That’s an immediate, automatic, built in audience of the demographic that you’re hoping to target. Musical.ly has already done the work for you by gathering that audience, you just need to capitalize on it.
How can you use Musical.ly to market to the teen demographic?
1. Get in on the hashtag game
Just like most other social media platforms, Musical.ly relies on hashtags to help rank trending topics. And some brands have already come up with creative, fun ways to capitalize on those rankings. The television show Good Morning America, for example, recently held a contest in which they asked people to download the app, make a profile, and then create and post videos tagged with #GMAChallenge. The user with the most creative video won a trip to meet popstar Demi Lovato.
Other companies like Coca-Cola have also gotten in on the game, encouraging users to post videos of themselves and their families enjoying coke products with certain hashtags to win prizes. While your company may not be big enough to hold contests to meet popstars, even a small-scale contest would be a great way to get social media-savvy teens familiar with and talking about your brand.
2. Get in with brand influencers
There are a number of Musical.ly users who have amassed a huge following since the app’s inception, and some of them have produced videos that have been viewed millions of times. If you’re not interested in holding a contest or some other campaign to get some buzz going about your product, consider collaboration with one of these Musical.ly influencers. They already have a strong voice in the audience that you’re after and they may be able to help you promote your product.
3. Use the live broadcasting option
We all know how important live streaming has become on social media platforms (engagement wise, it’s consistently the highest-ranking form of media on Facebook, for example). So, if you’re rolling out a new product or brand, the live broadcasting option that Musical.ly offers, called Live.ly, might be a great way to do it. It would combine the proven power of live streaming with a platform that caters to the exact audience that you’re trying to reach.
4. Use the app to create videos that promote your brand
Musicians have some of the most loyal fans on the planet, so if you decide to use a song that’s currently popular among teens to make creative videos to promote your brand, it’s a win-win. Your content will immediately resonate with the teens already familiar with the song you’re using, making them more likely to watch your videos, engage with your brand, and remember your product.