Move over Snapchat Discover, Musical.ly also wants in as a new programming platform.
Initially, Musical.ly is not paying its media partners to create these shows, and the shows themselves do not carry any ads. It’s a test as Musical.ly looks to expand into doing produced entertainment content while major media companies seek to leverage yet another platform that young people are flocking to.
Fashion publications team with Musical.ly to cater to younger readers
When the popular app Musical.ly first hit the scene in 2014, it was mostly a tool for teenagers to share goofy lip-syncing videos with friends. Currently, it has a nearly 200 million user base largely comprised of teenage girls, and fashion and lifestyle publishers are tapping the platform in an effort to connect with younger readers.
Seventeen Magazine Is Bringing Fashion and Beauty Videos to Musical.ly This Summer
Hearst announced it’s getting the jump on its competitors by signing a deal with uber-hot app Musical.ly to produce a series of fashion- and beauty-themed videos under the Seventeen name. The videos, which will roll out this summer, will provide advertisers with the first branded-content opportunity on the platform, according to the publisher.