Brands including Disney, Kit-Kat and Beiersdorf are running influencer-marketing campaigns within social music app Musical.ly, tapping in to its youthful community of dancers and lip-synchers.
Digiday reports that Cheetah Mobile, one of the investors behind Musical.ly, is driving these partnerships by setting up brands with popular 'musers' on the app.
Brands are paying around $50k per video for their campaigns, with average CPM rates of $15. The feature cites one example where skincare firm Beiersdorf launched a campaign called #SprayandPlay aimed at 14-18 year-olds using the app.
"Beiersdorf worked with five girls — Enyadres (who has around 2 million followers on Musical.ly), Laura Sophie (1 million followers), Chany Dakota (745,000 followers), Naomi Jon (1 million followers) and Katulka (609,000 followers) — to promote five scents of its 8×4 deodorant," it explained.
Disney Channel UK and an unnamed record label are among the other brands spending money on Musical.ly campaigns.
The app became a veritable craze among teenagers and pre-teens in 2016, who use the app to mime and dance to clips of popular songs, then share them within Musical.ly as well as on other social networks.