Musical.ly, the popular lip-syncing app, was one of the most successful social media platforms in the world, with more than 200 million users in over 150 countries. But in August 2018, the app was abruptly shut down and replaced by the new app TikTok.
This left many users wondering why Musical.ly was shut down and what led to its replacement by TikTok.
The reason behind this change was due to a merger between Musical.ly and TikTok’s parent company ByteDance. The merger took place in November 2017, with both companies coming under the umbrella of ByteDance. After the merger was complete, ByteDance decided to unify their two apps into one, thus creating TikTok.
The main advantage of this move for ByteDance is that it allows them to leverage both user bases and combine them into one larger audience. This means that instead of having two separate apps competing for users, they now have one large platform that can reach more people than ever before.
Another reason why Musical.ly was switched to TikTok is because it allows ByteDance to provide a much better user experience compared to Musical.ly’s clunky interface and limited features. By unifying their apps into one larger platform, ByteDance can offer users a smoother experience with more features and tools.
Finally, the move from Musical.ly to TikTok allows ByteDance to monetize their platform much more effectively than they could before.
By combining both user bases into one larger platform, they can now take advantage of advanced advertising techniques such as programmatic advertising which can lead to higher revenue streams.
Conclusion:
The switch from Musical.ly to TikTok was mainly due to a merger between both companies which allowed ByteDance to leverage their combined user base and provide a better user experience with more features and tools. Additionally, it also allowed them to monetize their platform more effectively by taking advantage of advanced advertising techniques such as programmatic advertising.