The music application has become a real hit among teenagers, so the social network decided to make its own version.
Facebook is working on a new application that allows users to record and share videos where they open their mouth or dance to popular songs. The project will work at the expense of recently reached agreements with music labels. About this TechCrunch reported former and current employees of the company.
Externally, the application is an analogue of Musical.ly before the acquisition by the Chinese company ByteDance and the merger with TikTok. The product is created by the Facebook team that worked on the video and the Watch section under the supervision of Brady Voss, the main designer of the social network.
According to sources, Facebook has been interested in music apps for teenagers since 2016. Then the social network conducted a study and came to the conclusion that Musical.ly may not be as popular as it is advertised. However, in early 2018, after reaching agreements with music labels on the rights to music, Facebook resumed the project.
As noted in TechCrunch, TikTok is now at the peak of popularity. The application ranks fifth among all applications in the US, although three months ago it was in 32nd place.
At the same time, according to a Piper Jaffray study, only 5% of American teenagers consider Facebook their favorite social network. The percentage of monthly social network use among young people dropped from 60 to 36% since the spring of 2016. The publication suggested that Facebook needs new ways to attract young audiences beyond Instagram and WhatsApp, and a separate application with a different branding can be a good solution to the problem.
Facebook has already tried to get young people’s attention with the help of individual applications, such as Poke, Slingshot, Bolt, Flash, and other versions of Snapchat. However, all attempts were unsuccessful, and the projects were closed.