Tik Tok and musical.ly are Merging!
It’s official! Our client, the hugely popular global video app, musical.ly has merged with Tik Tok. Our team at PMYB were delighted to be invited to the official relaunch party on Thursday 2nd August, as they revealed the exciting news!
The process began last year, in November 2017. Bytedance, the Chinese firm that own Tik Tok, purchased musical.ly for $1 billion. With two similar platforms in their portfolio, Bytedance soon decided to merge the apps. And, both apps are now available to download under the name, Tik Tok.
In recent years, musical.ly has established itself as a well-known social media platform, that is hugely popular with a range of social media users. So, this rebranding has really shaken up the social media industry.
Let’s take a closer look at what the rebranding means for the app.
What is Tik Tok?
So, we now know that Bytedance has merged musical.ly and Tik Tok. But what do we know about Tik Tok?
Well, the app (also known as Douyin) first launched in September 2016. This was actually over two years after musical.ly was founded, but Tik Tok quickly established itself on the social media scene.
Over 45.8 million users downloaded Tik Tok from the iOS App Store in the first quarter on this year alone. That’s more downloads than Facebook, Instagram and YouTube! And what’s more, these users use the Tik Tok app regularly. In June this year, the app had 150 million daily active users and 500 million monthly active users. It’s really no wonder that market researchers, Sensor Tower have described Tik Tok as the world’s most popular app!
The New Tik Tok / Musical.ly App
The good news is that the new app offers plenty to fans of both Tik Tok and musical.ly.
As we mentioned earlier, both apps functioned very similarly, in that both are video apps that enable users to creatively express themselves. But nonetheless, Tik Tok and musical.ly did have some distinctive features.
However, fans will be pleased to hear that the new Tik Tok app will retain the most popular features from both apps.
The new app also includes an updated reaction feature, enabling users to respond to their favourite videos in new ways. There will also be improved creative tools (including new filters), and a new News Feed. The new app will even issue a warning to users who have been online continuously for more than two hours!
Looking Towards Tik Tok’s Future
Clearly, this is a huge rebranding – but the app experience has undoubtedly been transformed for the better. The merged app now is now bigger and better than ever before, and it offers plenty of exciting new features for existing fans of Tik Tok and musical.ly.
Alex Zhu, co-founder of musical.ly and senior vice-president of TikTok, is certainly viewing the rebranding as a positive move forward. ‘We are excited to enter into a new chapter’, Zhu has announced.
This is definitely a message we would echo. With its new features, the new app offers more ways for users to engage with content, and more opportunities for social media influencers to create content. And it’s a great new tool for marketers to target their target audience.
Only time will tell how these changes will impact the influencer marketing industry specifically. But the rebranding is definitely something brands should be aware of. At the end of the day, one of the biggest social media platforms is changing – and this will impact your future influencer marketing campaigns.
To see one of our latest musical.ly campaign case studies see here.