Fashion and beauty brands are turning to Musical.ly to reach Gen Z. The uber-popular lip-syncing app has amassed over 200 million users since their 2014 launch, and 75% are female. (Teens’ passion for music may play a role). Seventeen is launching a series of beauty and fashion videos on the app, and based on their learnings, Hearst might expand their presence on the platform. Refinery29 is also active on Musical.ly with much-loved how-to videos and more, giving them insight into “the next generation of Refinery29 users.” (Digiday)
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