Social app Musical.ly has been cautious about getting into advertising – and with good reason, given the strong regulations in the US around advertising to children.
However, brands are starting to make use of the app for their own marketing by working with its popular ‘Musers’ on influencer-marketing campaigns.
Digiday has a good roundup of how brands including Disney, Kit-Kat and skincare firm Beiersdorf have been using the platform. Cheetah Mobile, an investor in Musical.ly, appears to have been driving much of this.
“Musical.ly is not enthusiastic about advertising right now, but as an investor, we started testing monetization there over the past 10 months,” its head of global branding sales Arthur Wu told Digiday.
These campaigns are currently charging a $15 CPM (cost per thousand views), with an average budget of $50k per video. One campaign saw five musers forming teams based on the animal names of Beiersdorf products, challenging fans to create dance videos reflecting those creatures.
Meanwhile, marketing agency Viral Nation recently ran a campaign for an (unnamed) record label that used 40 influencers on the platform.