By: Veronika Šlogar, junior adviser, DIALOG komunikacije
The hugely successful music platform Musical.ly has been a global hit for some time, while it’s yet to take root in our region. Some call it “the largest creative platform in the world,” and it works on the principle of publishing 15-second videos of the popular lip sync. Lip sync is an abbreviation of lip synchronization, and it’s about moving lips according to pre-recorded music or speech. It’s a favorite pastime that has come to life through popular reality shows, TV series, social networks and separate apps devoted to creative video lip sync with popular music hits. This format has created influencers of completely different and unusual profiles, and is ideal for the younger population, especially for Gen Z. The most popular influencers on this platform are Baby Ariel (16 years) with 5.4 million fans and Jacob Sartorious (14 years) with 3.5 million fans, while the absolute star of the platform is a dog – Jiffpom.
Musical.ly is one of the most downloaded free apps ever, with more than 133 million users worldwide, growing each month by 13 million users, and on average it has more than 20 million active users per month. But what does this mean for your communication strategy? First, it is necessary to devise the best way to use it optimally for specific communication activities, taking care of who it is for (teenagers and people in the early twenties) and what it can bring to your brand. Secondly, when selecting an influencer, consider how their values match the values of the brand, as well as the platform you choose to communicate. Neither can be forced to adapt to the brand.
The field of influencer marketing has never been more dynamic, especially when it comes to younger age groups, who have everything available, just a single click away. More talk about this will be heard on the second edition of the blogger and influencer conference, DIABLOG, set to take place in November this year in Zagreb.
