Fresh from reaching the milestone of 100m downloads and signing its first licensing deal with Warner Music, social app Musical.ly is making some changes to the way it works. Yesterday, the company pushed an update live for its Android app adding a new feature called ‘Story’ which “allows you to compile multiple video clips in a long video (up to 60 seconds)”.
That’s four times the current maximum length of 15 seconds, and comes with a backdrop of a.) Snapchat’s popular ‘Stories’ feature that strings together its users’ snaps, and b.) Vine’s recent decision to up the maximum length of its video from six seconds to 140 seconds. Also interesting: when we downloaded the Musical.ly update, a pop-up dialogue informed us that the app now needs permissions to use in-app purchases, which suggests monetisation is on the way. Whether that’s an in-app purchase for the Stories feature, or other kinds of customisation bought from an in-app store, is not yet clear.