Leveraging M.ly in your Influencer Marketing Strategy

Musical.ly, with more than 133 million monthly active users, is one of the hottest mobile apps for teens and emerging Millennials. As described in the iOS App Store, musical.ly is, “the #1 music video community … musical.ly makes it easy and fun to create amazing videos and impress your friends. Simply select a sound and start lip syncing! Anyone can be an awesome singer with musical.ly!”

So, why should you as a marketer care about this app? With Twitter announcing that they’re retiring the Vine app, here at iProspect, we’re predicting that the influencers who are popular on Vine will migrate to musical.ly, potentially expanding the app’s user base at a rapid rate. For advertisers looking to target teens and Millennials, musical.ly has a lot of potential, just not in the traditional advertising sense. Instead, its potential lies specifically within the arena of influencer marketing.

Although musical.ly’s mission is to be a social network, they are technically a mobile app. Currently there is no official paid advertising available. “Advertising” or “marketing” on the platform today is based on partnerships with influencers who post or share organically.

However, the platform is still social in nature and it is likely (and we are hopeful) that it will follow Snapchat’s lead and offer paid advertising in the form of insertion orders followed by the inevitable self-serve ads API option. Therefore, while we recommend that brands think about and plan for musical.ly as a social platform where we can engage with influencers, we also advise brands to keep their eyes open for paid advertising opportunities, should they become available.

What is the value of musical.ly today?

The app is wildly popular with teens with more than 133MM users (called Musers) on the platform today and approximately 13MM new users joining each month.

The best way for brands to enter the space now would be through influencer campaigns and sponsored posts, rather than running their own pages. (This is also how Snapchat first positioned itself for brands.) Coca-Cola was one of the first brands to begin using the app this way, working with popular Muser “Baby Ariel” to seed their #shareacoke contest. Musers were asked to upload a post with #shareacoke to potentially win a FaceTime video call with singer Jason Derulo.

Festivals Season in Canada: Our Concierges Picks

It’s summer time and with it comes Festival season! Our concierges across the country give you their recommendations for a great time, wherever you are.

Calgary Folk Music Festival

The Calgary Folk Music Festival is the consistently one of the best Festivals held in Calgary. Celebrating its 37th year, the festival takes place outdoors on Calgary’s beautiful Prince’s Island Park, steps away from the Bow River. The music is an eclectic mix of genres and musicians from Korea, New Zealand, Australia, the UK, Ethiopia, the US and Canada. July 21st to 24th.

TD Toronto Jazz Festival

The TD Toronto Jazz Festival has become known as one of North America’s premier jazz festivals. What began in 1987 as an eight day showcase of jazz now attracts 500,000 people over 10 days. Attractions include more than 400 performances with over 2000 musicians performing at approximately 50 locations around Toronto. TD Jazz Festival has become a destination event, not just for music lovers but for some of the greatest jazz celebrities in the world, reinforcing its reputation as a leader in artistic excellence and outstanding production standards. June 24th to July 3rd.

TIFF (Toronto International Film Festival)

Founded in 1976, TIFF is now one of the most prestigious events of its kind in the world. Hollywood takes over the streets of Toronto, as celebrities and stargazers roll into town for the Toronto International Film Festival. Familiar faces flood the streets for 11 days during this publicly attended film festival held each September.

Montréal Complètement Cirque

Montréal Complètement Cirque is a Festival that brings people together across the city every July with a stunning circus program. For 11 days, Montreal moves to the rhythm of circus arts. Its venues, streets, parks, and sidewalks become stages to showcase colourful, high-flying performances from here and around the world. July 7th to 17th.

Festival d’été de Québec

300 shows, 10 venues and 11 days of music make the Festival d’été de Québec one of Canada’s biggest music festivals. Early July sees international stars and top new talent playing every style of music coming together for a special time in a special place ─ historic Old Québec! There’s music for everyone: rock, folk, hip-hop, electro, French song, jazz, world music and much more! July 7th to 17th

Le Festif

This unique festival features over 60 shows on 14 different sites and 45 different artists. Whether they are world renowned, rising stars or on the Quebec arts scene, these passionate music or circus artists will make Baie-Saint-Paul the most festive summer destination. July 21st to 24th.

Enjoy your summer!

(Photo Credit: Renaud Philippe)