Musical.ly, the brief video application that is popular with teenagers and young people, is going. Kinda.
The application and all user data and accounts are merged with Tiktok, a sister application owned by ByteDance, the Chinese company that acquired Musical.ly for around $ 1 billion last year.
Change occurs today (Thursday) and should be relatively fluid. The users of Musical.ly will see that their application changes to TikTok once they update the application, and they should find their accounts, videos and personal settings within the new application as usual.
A new and remarkable addition is a configuration that alerts a user when they have been active in the application for two hours that day. Its incorporation comes a day after Facebook added similar "wellness" features to its central social network and Instagram.
ByteDance is making the move to consolidate its audience in both applications. Four-year-old Musical.ly, which is particularly popular in the US UU., It has around 100 million users, while TikTok, which was created in 2016 and operates worldwide except China, claims 500 million monthly active users. In China, the sister product is Douyin, while the company also offers Toutiao news applications in China and TopBuzz in the rest of the world.
"TikTok, the sound of a time clock, represents the short nature of the video platform, we want to capture the creativity and knowledge of the world under this new name and remind everyone to treasure every precious moment of life. musical.ly combination and TikTok fit perfectly given the shared mission of both experiences, "said Alex Zhu, co-founder of Musical.ly and senior vice president of TikTok, in a statement.
The merger of applications follows the closure of Live.ly, the live streaming app independent of Musical.ly in June. That was part of the agreement agreed for the acquisition of Musical.ly, and the company directed its users to Live.me, an application that has ByteDance among its investors.
It makes sense that ByteDance is consolidating its applications for siblings from Facebook lurks the short video space. The social media giant has tested a Musical.ly style application and this week we find indications that it is planning to launch "Talent Show", which would allow users to compete singing popular songs and then present their audition for review.
There is also the income side. A global platform works better for advertisers instead of forcing them to choose Musical.ly or TikTok, or go through the additional task of working on both.