Creator

Playbook
Set yourself up for success on musical.ly
V 1.0

M U S IC A L.LY
INTRO

Everyone can create We enable everyone to create enter-

on musical.ly. taining videos and discover the creativity
of the world. musical.ly is the first
mobile-native, global video platform
built around your interests.

Success on musical.ly Discovery on musical.ly is powered

comes via creativity. by personalization and quality; our
platform rewards content that is
created by both popular tastemakers
as well as emerging talent.

This Playbook is for Maybe youre a musical.ly power

users ready to take user looking to engage your community,
the next step. or maybe youve found success
elsewhere and want to introduce your
content to an entirely new audience.

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Contents Intro

01: Start 04
Establishing Your Identity
Optimizing Your Profile
Checklist: The Basics of Posting
Defining a Content Strategy

02: Grow 14
Building Your Fandom
Engaging Your Audience
Measuring Success

03: Elevate 21
Taking Your Content To The Next Level
Boost The Quality Of Your Content

04: Glossary 26
05: Additional Featured Profiles 28

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01:
Start
Establishing Your Identity
Your profile should clearly communicate your identity as
a creator while also attracting first-time visitors.

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E S TA B L IS HIN G YO U R ID E N T I T Y

Optimizing
Your Profile
What to do?

1. Profile Name
Pick a name that is short, memorable,
and where possible, gives visitors an idea
of the videos you make or who you are.

When you set up your profile, keep

your username consistent with your
other social platforms.

Consistency across platforms is

important so your followers can
easily find you.

Consistency helps create your brand.

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E S TA B L IS HIN G YO U R ID E N T I T Y

2. Update Description 4. Link Instagram and/or

YouTube accounts
Have a clear description that tells
visits who you are and what kind of You will be required to sign in to your
videos you make. Instagram & YouTube accounts to do this.
This ensures that your followers know that
EX AMPLES the musical.ly account is actually yours.

Linking to Instagram allows you to share

Hi guys, I do extreme sports! your musical.ly videos on Instagram more
Check out my videos and leave easily, which will in turn fuel your growth
a comment. across both platforms.

As you grow on musical.ly, your fan base

Live, love...but mostly LAUGH will want to check out more of your other
at my skits! Comment which content. We want you to grow as quickly
of my videos you think is as possible everywhere, so be sure to link
the funniest! your other social accounts.

TIP
3. Upload profile picture or video
If you already have amazing videos
To better showcase your personality and
in your library, posting some of these
content, use an existing video from your
on musical.ly can help jumpstart
camera roll instead of a picture.
your account (dont forget, musical.
ly is a platform where vertical videos
shine brightest).

Now its time to post!

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E S TA B L IS HIN G YO U R ID E N T I T Y

Checklist:
The Basics of Posting
Vertical Video
The best videos are full vertical videos (aspect ratio of 1080 x 1920)
shot in the musical.ly app. You can convert your videos in your library
to vertical videos using editing apps or software.

Hashtags & Descriptions

Including relevant hashtags and descriptions (metadata) allows
musical.ly to better surface your content to the right audience.

Thumbnail
After you have shot or uploaded your video, give the musical.ly
community a reason to watch your video by selecting the most
captivating and intriguing thumbnail.

Category Selection
After posting your video, select the most relevant category for
your content. This helps surface your content to a wider audience.

Sharing
After you post your video, be sure to share it to your accounts
on other social networks and encourage your audience to follow
you on musical.ly.

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E S TA B L IS HIN G YO U R ID E N T I T Y

Defining a
Content Strategy
Why is this important?
Your content plan will guide you in deciding what content to post and
when to post it. These are some good steps to take to build out your
content strategy and pipeline on musical.ly:

3 steps to create your musical.ly content strategy:

Step 1 Step 2 Step 3

Find your main Upload unique Use cool musical.ly

creative focus slice of life features to engage
content with fans

FREQUENCY: FREQUENCY: FREQUENCY:

At least 3 per week Sporadic, No set schedule

no set schedule

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Step 1: Find your

main creative focus
Interest: TIP

Define your interest area: pick Having an interest area is critical

a content topic or area that is for standing out. The evolution of
unique, meaningful to you, has a musical.ly from a lip sync app to an
group of people who would be entertainment social network has
interested in it, and where you can given rise to creators who make a
diverse range of content.
add your own flavor.

Stay away from general interest

areas. The more you focus, the more
likely you are to find a community of
enthusiastic and passionate fans.

General interest area: sports

Focused interest area:

trick shots
extreme biking
fitness training

General interest area: beauty

Focused interest area:

recreating famous looks
15-second makeup tips
hair styling tricks

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E S TA B L IS HIN G YO U R ID E N T I T Y

Entertain:

Give viewers a reason to follow your page and watch more of your
videos. Create content that makes people feel something and want
to share with their friends. You might incorporate one of the below
elements to your videos:

AWE SURPRISE HUMOR

Show viewers something Surprises and delights The age-old phrase is

they havent seen before throughout your videos true people come for
and would want to share will keep viewers engaged your content but stay for
with friends. and increase watch time. your personality.

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Format:

Having a consistent format / style helps your viewers build

a connection to your content. Some elements in your format to
develop for each video:

Segments: Help move the story

TIP
along by playing with the camera,
mood, and lighting
When is the best time to post? This is
Intros/outros: Every video is a story, something youll want to determine
and every great story has a beginning as you figure out your followers and
and an end their viewing habits. A good way to
begin is to experiment with posting at
Voice and style: At the end of the day,
different times to gauge engagement
your fans keeping coming back for YOU
from your followers.

TIP

Note on Timing & Frequency of

Posting: All top musers agree that
consistency of posting is critical for
your continued growth or success
on musical.ly.

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E S TA B L IS HIN G YO U R ID E N T I T Y

Step 2: Upload unique

slice of life content
These are not the everyday, video diary moments, but rather the
select, funny, organic moments you capture - and these can get real
distribution on musical.ly. This type of content, with the right description
and hashtags, can help drive discovery of your profile, and engage and
entertain your fans.

EX AMPLES

Epic street performers Unique cute animals Jaw-dropping scenery

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Step 3: Use cool musical.ly

features to engage with fans
Your fans love to see your personality, and musical.lys fun native
formats allow you to connect and engage with your fans even deeper.

These formats are great for engaging Another fun way to engage with your
with your existing fans and friends. While fans is to add funny sounds or songs to
they do not receive as much distribution your videos. You can find plenty of sounds
for reaching new fans (although if its re- in our extensive sound library.
ally special sometimes it can!), it is always
important to focus on both Growth and TIP
Engagement. These formats fall more in
the engagement bucket, and can be used
We do recommend, however, that
now and then to keep your fans engaged.
you post this type of content no more
Use some of the tools / formats described frequently than creative focus point
below whenever youre inspired to do so: #1 above. So, for example, if you are
posting 2 videos per week based on
live.ly: musical.lys integrated
your creative focus, then we would
livestreaming app allows you to go
recommend no more than 2 videos
live and talk to your fans. You can host
per week for these fan engagement
Q&A sessions, video call some fans
formats as well. (Of course, if Danc-
(aka guesting), and co-broadcast
ing or Live Streaming IS your creative
with other creators.
focus and talent, then of course, you
Duet: You can pick a lucky fan and would do those more often).
duet to one of their videos. Theyll feel
special and become a part of your fan-
dom. More on building your fandom in
the next section.

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02:
Grow
Building Your Fandom
Promoting your videos on social media
and collaborating with other creatives are
two tools to growing your community.

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B UIL DI N G YO U R FA N D O M

Engaging
Your Audience
Why is this important?
While you continue to work on
producing great content on musical.ly,
its equally important to focus on
how to grow your audience.

Having a solid audience development

strategy allows you to benefit from the
power of our social network.

TIP

The most important way to grow

your audience is to keep the quality
high. High quality content leads
to better engagement, which in
turn leads to wider distribution of
those videos.

Participate in Trending Hastags

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B UIL DI N G YO U R FA N D O M

What to do?
There are a few easy steps to growing your audience.

1. Understand your 2. Collaborate with

Audience Base Other Creators

Questions You Should Be Asking: Identify them

Who are my followers? There are tons of creators on musical.ly.

Who are my most faithful fans? Many creators collaborate with others in
Who are my top commenters? order to reach current and new fanbases.
Its important to take a look and see
What do they want to see from me?
who you are similar to. Some factors to
Where You Can Find These Answers: keep your eye on when looking for
good collaborators:
Looking at the fans through your
profile page Similar categories or genres

Reading through your fans Similar video formats

comments Similar audience sizes

Leaderboards
Replying and liking comments
that speak to you
Taking notice of your top TIP
contributors
Shoot multiple videos at the same time
together. You can always save those
videos for public publishing at a later
date, depending on your schedule.

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B UIL DI N G YO U R FA N D O M

Create with them Connect with them

Once youve had a chance to connect There are many different ways you
with other creators, get talking about can reach out to other creators in
what you want to create! Many creators the community:
use the following tools or tricks on our
Following & BFFing each other
platform already:
Commenting and engaging on
Duet functionality their content
Appearances or cameos in In-person at conferences or
each others content other creator-focused events
Tagging each other in the caption
Though agencies or creator networks
Guesting in through live.ly
Direct messaging within musical.ly

TIP

T he duet feature stitches together

two distinct videos into a single
video, either as a montage (which
flips between the two videos every 2
seconds) or as a side-by-side (in which
each video plays simultaneously).
Duet functionality is not dependent
on using music. In fact, weve seen
many duet videos that have not used
music as their audio.

Collaborate with Other Creators

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B UIL DI N G YO U R FA N D O M

3. Participate in Trending 4. Encourage Viewers

Hashtag Challenges to Watch More

If you need some inspiration, trending Many of the top creators encourage
hashtags are a creative way to find new viewership through a variety of ways,
topics that will get your content exposed including:
to a new viewer base. Participating in
Asking fans directly to follow,
challenges helps you as a creator join
engage, etc.
and lead the community.
Posting on other social media
accounts mentioning that youre
TIP on musical.ly
Linking out your musical.ly videos
Do not abuse hashtags (for example, to your other social media
dont place captions on videos with Reacting to comments from fans
specific hashtags that arent relevant to
the content). The most relevant tagged
5. Build a Sense of Community
videos will be favored for discovery.
Call your fanclub a specific name (for
example, @fifthharmony fanclubs
name is Harmonizers and
TIP @YoJessicaFlores fanclubs name is
Flower Fam)
Use many different engagement Listen to your fanbase (BFF and
features such as live streaming and shoutout to them)
Q&A in order to reach your fanbase. Encourage mutual following
Guest star fans on live.ly
Duet with fans on musical.ly

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B UIL DI N G YO U R FA N D O M

Measuring
Success
Why is this important?
It is important to look at your key
metrics in order to see what is per-
forming best. Engagement metrics
like hearts and comments can be
tracked across individual videos

Follower growth of course is key to

growing your overall audience and
distribution. We will continue to
update this section as more metrics
get released!

TIP

Track your metrics daily to best

understand what works for you.
Each creator is different!

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What to do?
1. Metrics to Monitor 2. Being Patient
Do not get discouraged if your likes or
musical.ly: followers are not as high as others.
Hearts Some users may have been on the platform
Comments for much longer, or may be connected to
Follows other users they are using for cross-promo-
tion. There are many factors at play here.
TIP
It can take some users a while to get distri-
Follows across musical.ly and other bution beyond their initial friends and fans,
platforms, especially when you link as much as a year or more. They key is to
your Instagram or YouTube handles keep producing high quality content you
to your profile love and that you would love to watch your-
self. Over time, new users start to get more
distribution in our recommendation algo-
rithm the more high quality content they
live.ly: create - which includes many data points
Concurrent Viewers beyond just Hearts and Comments that we
Total Viewers collect behind the scenes. So be patient,
Emoji-love (hearts on the live stream) keep at it, and keep checking this Playbook
Coins as we will always update it with new ver-
sions as the platform updates too.
TIP

To gain traction on your videos, stay

focused on making content consis-
tently and engaging with your fans as
much as possible. Sometimes it just
takes a while to find your family!

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03:
Elevate
Taking Your Content to the Next Level
Once youve established your presence on
musical.ly, its important to keep improving
the quality of your content.

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TA K E YO U R C O N T E N T T O T H E N E X T L E V E L

Boost The Quality

of Your Content
Before you press the
record button
Plan: It is important to plan your
storyline / scenes (depending on
your type of content) to help you
produce quality content.

Some points to think about:

Script

Storyline:
Is your content scripted (e.g. comedy
sketch) or do you just need an outline of
the type of shots you want to capture
(e.g. travel vlog, Q&A, visual arts etc)?

Characters:
How many people will be in the video?
The quality of comedy sketches often
increases as you add in different
characters.

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Storyboard Frame: Now that you have your

Scenes: script and storyline together, you
Do you know what all the scenes should find your location / set
will look like? Either draw them out and set up your shots:
or find images that represent your
ideal shots. Vertical video:

Length: Be sure to film in 1080 x 1920 px.

How long do you want the produced Vertical videos outperform all other
video to be? video dimensions on musical.ly.

Make sure your subject is in the

TIP vertical frame.

You can use music from our library

to elevate your content. If a video
is interesting already, keeping the
original audio (and not layering
in music) makes the video seem
more authentic.

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TA K E YO U R C O N T E N T T O T H E N E X T L E V E L

Lighting: Your viewers need to Post-shoot: editing

see you and everything in the your videos
scene, so be sure to think about
your lighting source. Some ideas: In-app editing:
While shooting, use the stop motion
Basic:
technology to get the best segment.
Use natural light - its free, balanced,
If you are not happy with a segment,
and easy to work with. If outside, be
you can delete the last segment and
sure to face the direction of the sun.
reshoot.
If inside, you can use the light coming
in from a window. The story feature allows you to
compile up to 4 clips together.
Intermediate:
Invest in somesimple lighting equipment,
like ring lights, LED light, etc.

Advanced: TIP
Invest in a lighting course - e.g. 3 point
lighting. Vloggers, beauty gurus, prank- How to use story feature:
sters etc. can really elevate their content
1. Shoot video in-app, save
with a more intricate lighting setup.
to private.
2. Go to private videos.
Sound: Your viewers want to hear
3. Select Compile Story.
you so make sure the sound is clear.
4. Select the 4 clips you want
Some ideas:
to compile.
Use your devices headphone for
5. Reorder clips as desired.
up close shots.
6. Preview story.
Invest in a plug-in condenser mic
for your iOS or Android device. 7. Publish.
If shooting on another camera
(e.g. DSLR), use a condenser mic.

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TA K E YO U R C O N T E N T T O T H E N E X T L E V E L

Editing software: You can use your

own editing software to add further
effects. Some important steps:
1080 x 1920 px:
Vertical video outperforms other video
types on musical.ly. Be sure to set up
your projects in the vertical dimension
ratio that fills the vertical screen.

Logos, intro cards, end cards:

To elevate the branding of your content,
you can add in vertical intro and end
cards, your logo, etc.

TIP

Editing is the secret weapon that top

musers use to elevate their content.
Taking the time to perfect your video
can make all the difference.

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04:
Glossary

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GLOSSA RY

Badge: creators who make content for a Follow: subscription to another musers
specific category within musical.ly (for content; videos from creators youve followed
example, comedian or athlete); badges will show up on your Follow feed
sit on a creators profile For You: tailored feed of musical.lys that
BFF: known as best fan forever, this can only incorporate a musers interests; these videos
be given out from you to a user who follows you; appear on the Discover Page
a good way to encourage your closest fans to Hashtags: trends that happen on musical.ly;
follow you hashtags are searchable and display on the
Categories: types of content genres (for Discover Page, and are a great way to find
example, comedy or sports); creators have inspiration for new content (to participate in
the ability to self-tag the category for each hashtags, write them in your video caption)
video they upload Hearts: fan-love for a musical.ly video
Coins: monetary rewards for viewers to share Leaderboard: top creators on musical.ly;
with live.ly broadcasters during their livestream; most likely displayed globally, by country,
users purchase coins to give to creators during or by category
livestream sessions Lenses: entertaining feature that overlays or
Collab: collaborating with another creator alters your face; sits within the creation suite
to make musical.lys in musical.ly (lenses are added and changed
Direct.ly: in-app message functionality every few days)
between musers Live Moment: format of video content
Duet: a stitching together of two videos into that is short (about 1 second), reserved,
one video; the format of a duet can be either and repeated
montage (flips back and forth between videos Live.ly: live-streaming app within musical.ly;
every 2 seconds) or split-screen (videos play fans who follow you on musical.ly are
simultaneously side by side) automatically following you on live.ly
Emoji-Love: metric measuring hearts given Muser: a musical.ly user
within a livestream on live.ly
Face.ly: entertaining feature that alters
features on your face; sits within the creation
suite in musical.ly
Feature/Featured Feed: videos that get pushed
to more than just a creators followers; featured
videos appear on the Featured tab of the
homepage and are distributed to users across
the globe

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05:
Addtional
Featured
Profiles

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A D DI T IO N A L F E AT U R E D P R O F IL E S

Brent
Rivera
@brentrivera

What does he make?

On musical.ly, Brent makes comedy videos: relatable comedy sketches

focusing on teen culture. He generally plays himself and will occasionally
incorporate characters.

What can you learn from Brent?

Naming: TIP
His username (@brentrivera) is drawn from
his actual name (Brent Rivera) and consistent if your account featured interesting
across other platforms, which allows musers cats from around the world, you should
to find him easily in search. showcase cats rather than yourself.
Social media accounts:
Brent links his other accounts so that
his followers know its really him when
Content topic & format:
they want to follow him on musical.ly.
After selecting a few videos, it is very
Profile picture: clear to anyone who visits Brents
A clear profile picture that showcases profile that he makes comedy sketch
the main subject of Brents content; videos using a specific format (stop &
In this case Brents comedy sketches go character-based sketches).
feature mostly himself.

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DeVore
Ledridge
@devorelol

What does she make?

Devore uses musical.ly to perform comedy sketches and film

personality-driven vlogs. She uses musical.ly as a platform to talk
directly to her fandom and show them slices of her daily life.

What can you learn from DeVore?

Understands her audience: Participates in hashtag challenges:

DeVore uses live.ly almost every day to DeVore uses the trending hashtags
connect with her fanbase. Reaching out for inspiration to create content for the
to her fans helps her better understand community.
the content her fans want to see.
Shares her musical.ly videos to
Collaborates with other accounts: social media:
Many of her videos are filmed with other DeVore cross-promotes her musical.ly
creators, including @officialbrycexavier content on other social media platforms
and @raeganbeast. Similarly, Devores and transfers that following to her
colllaborators also post their joint musical.ly account.
musical.lys on their own accounts.

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Lauren
Godwin
@laurengodwin

What does she make?

Lauren Godwin is the Queen of the One-Woman Show on musical.ly.

She creates original sketches built around a set of characters and
caricatures all played by herself.

What can you learn from Lauren?

Planning: Editing:
Lauren creates comedy sketches using Lauren creates an audio script and uses that
original audio and characters. Her story is separately before stitching together the
thoroughly planned out well in advance. video and audio. She carefully reviews her
She invests in quality lighting and costumes content before publishing it publically. This
for her characters. helps her create simplified, yet
complete, short stories for fans.

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Danny
O Foto
@realdannyo

What does he make?

On musical.ly, Danny shoots videos of scenic nature scenes and

interesting cityscapes. He uses the time lapse effect to give his videos
an atmospheric feeling.

What can you learn from Danny?

Specific interest area: Consistency:

Danny has a very clear content interest Danny has a very consistent posting
area and this shows instantly when you schedule for his high quality videos.
look at his profile. Nature and cityscape He posts approximately 1 - 3 times
enthusiasts will be drawn to his page, a week.
which allows him to more easily nurture
a fan base on musical.ly.

Thumbnails:
Danny chooses his thumbnails very strategi-
cally. Instead of instantly posting his videos,
he takes the time to choose a thumbnail that
will be intriguing enough to draw a viewer
into his video.

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Vincent
Marcus
@vincentmarcus

What does he make?

Vincent makes comedy sketches and beatbox videos. His comedy

videos vary between impersonations of pop culture characters and
sketches based on relatable life moments.

What can you learn from Vincent?

Originality: Production quality:

Vincent showcases his unique talent of Vincent takes his time to create quality
beatboxing and impersonating characters content. At times he will even use editing
within comedy sketches. This originality software to add effects and that elevate
ensures that he stands out when people his video content.
come across his content while browsing
through the app.

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Next
Town Down
@nexttowndown

What do they make?

Next Town Down is a 5-piece boy band that uses musical.ly to share
their singing talent, engage with their fanbase and communicate info
around music releases.

What can you learn from Next Town Down?

Lead with talent: Consistent posting schedule:

The focus of Next Town Downs account The band posts approximately 1 - 3
is to showcase their great singing skills. videos per week. Having a steady
They do this by alternating between stream of content helps their fans stay
impromptu performances and posting active and engage with their videos.
more produced singing content that
they convert to vertical video.

Participate in hashtag challenges:

To connect to the musical.ly community
and show their fun personalities, Next
Town Down participates in trending
hashtags and challenges. This is a great
way for them to be discovered and
obtain more fans as well as an easy way
to diversify the content they post.

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Brodie
Smith
@brodiesmith

What does he make?

Brodie is a professional Ultimate Frisbee player and he posts videos

of his trick shots, tutorial videos, and other frisbee-related highlights.

What can you learn from Brodie?

Depth of content: Diversity of content:

As a subject matters expert on all things Brodie also includes lifestyle content
frisbee-related, Brodie continues to surprise amidst his frisbee video. This lifestyle
fans by showcasing different types of content includes fun slice of life moments
frisbee-related content. This not only and vlogs from his adventures. Lifestyle
ensures that his existing audience is content allows your fans to see your
excited each time he posts a new video, personality and gives them another reason
but is also a great way for him to attract a to follow your journey on musical.ly.
new audience who may only like a certain
type of sports video.

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Luka
Kutsia
@lukakutsia

What does he make?

Luka specializes in parkour and gymnastics. On musical.ly, he posts

stunt-filled videos that he performs in interesting locations and scenes
around the world.

What can you learn from Luka?

Fresh perspective for each video: Engaging thumbnails:

To keep his fans entertained and engaged, As someone whose talent is performing
Luka performs his parkour tricks in various intricate tricks, Luka makes sure to incor-
locations or wears costumes to take on porate moments from his impressive flip
characters while doing his tricks. in his thumbnail. Having a jaw dropping
Eye-catching locations entice his viewers moment in your thumbnail encourages
to see what tricks lurks behind the musical.ly users to select your video
thumbnail. It is important to evolve and to watch.
give your core fanbase a reason to stay
on your profile.

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Lucy
Maguire
@lucymaguire

What does she make?

On musical.ly Lucy shoots various comedy sketches, often including

various native musical.ly formats to engage her audience.

What can you learn from Lucy?

Pick a simple name: Collabs:

Lucys username (@lucymaguire) allows Lucy does a good job incorporating
her fans to easily find her on musical.ly. other musical.ly creators in her work.
Often she collaborates with
Leverage native formats:
@ameliagething.
Lucy leverages many different formats
and tools for her comedy work, including
duets. This format allows her to connect
on a more intimate level with memebers
of her fanbase.

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Paranormal.Live
(Spencer & George)
@paranormal.live

What do they make?

Spencer and George are brothers who shoot comedy sketches on

musical.ly. They also leverage live.ly as a format to reach fans.

What can you learn from Spencer & George?

Leverage hashtags: Complete profile:

These creators participate in many Their profile is complete with links
trending hashtag challenges, but in a out to other social networks (as well as
way that seems natural and funny. linking back to musical.ly on the other
Participating in these challenges improves networks as well), and they ask their
their ability to be discovered by new fans. fans to follow and hit the bell for
notifications of new posts.
Use musical.ly creator tools:
Spencer and George use some of the
creator tools available on the platform,
including face.ly, which alters their faces
when they are on camera, as well as duets.

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Tom Weasley
(Out The Box)
@outthebox

What does he make?

Tom is a travel presenter and circus performer. On musical.ly, he posts

epic travel vlogs, life hacks, and unique slice of life moments from
his travels.

What can you learn from Tom?

High quality produced content: Use of title cards as thumbnails:

At first glance of the Out The Box profile, When editing, Tom inserts premade
you can see that his content looks graphics like titles cards which he then
elevatedglossy, eye-catching thumbnails ses as the thumbnail section. This
indicate content that is more produced ensures that his videos are intriguing
than the general video. to anyone who passes by his video.
His travel vlogs feature content created
using editing software which make his
content look epic.

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