musical.ly was first introduced as an app where users could create their own 15-second music videos, but it has since expanded into a platform for so much more. The popular video-sharing app has recently formed partnerships with NBCUniversal, Viacom and Hearst Magazines Digital Media, which will result in the creation of five completely original short-form shows.
Hearst Magazines Digital Media will be launching content under its Seventeen brand, including shows like 'Fashion to DIY' which will show users how to affordably recreate runway looks at home, as well as and 'Seventeen in the City,' which reveals fun spots for youth to visit in NYC.
Other shows will include 'Crush,' which spotlights the celebrity crushes of social media stars, the 'Greatest Story Ever' and a digital version of 'Wild N' Out.'
App-Based Original Shows
The 'musical.ly' App is Now Launching Its Own Original Shows
Trend Themes
1. App-generated Original Content - The rise of original content on social media apps like musical.ly opens opportunities for creators to generate popular content and build brand loyalty.
2. Short-form Media Partnerships - Partnerships between media companies and short-form content platforms like musical.ly pave the way for new distribution models and ad revenue streams.
3. Branded DIY Content - The success of shows like 'Fashion to DIY' signals a demand for branded DIY content that can be both informative and entertaining.
Industry Implications
1. Social Media - Social media platforms like musical.ly are disrupting traditional media by producing and distributing original content.
2. Media Publishing - Traditional publishing companies like Hearst Magazines Digital Media are entering the digital short-form content space to diversify their offerings and reach younger audiences.
3. Advertising - Advertisers have the opportunity to reach highly engaged audiences through short-form content sponsorships and branded content opportunities.