Musical.ly Influencers (TikTok Stars) Who Built Empires – Lessons for Influencer Marketing

Musical.ly influencers took the world by storm in the mid-2010s, transforming lip-sync videos and dance challenges into a launching pad for fame. Musical.ly – the short-form video app beloved by teens and tweens – amassed over 200 million users at its peak. In 2018 it merged into TikTok, which now boasts 2 billion+ global users. These Musical.ly influencers (many now mega-famous TikTok stars) have built personal empires from their viral videos, winning brand deals, awards, and even record deals. This blog explores how top Musical.ly influencers turned 15 seconds of fame into multi-million-dollar careers, and what influencer marketing lessons brands – from e-commerce startups to Amazon sellers – can learn from their success. We’ll also dive into the rise of micro-influencers, content creators, and the power of UGC (user-generated content) in today’s social commerce landscape.

What is CSR Marketing?

Musical.ly burst onto the scene in 2015 as a platform for creative 15-second performances – primarily lip-syncing to popular songs. Its user base skewed very young (mostly teens) and heavily female, and fans (known as “musers”) uploaded 13+ million videos a day during the app’s prime. Musical.ly’s unique mix of music, DIY video editing, and interactive challenges made it wildly popular among Gen Z. By 2017, it had 75% female users and featured built-in streaming (Live.ly) plus partnerships with Apple Music and major record labels.

In late 2017, Chinese tech company ByteDance acquired Musical.ly and in 2018 merged it into TikTok, creating one unified short-form video platform. The transition kept Musical.ly’s core features but supercharged its growth with ByteDance’s algorithm and a global audience. Today, TikTok remains the go-to app for Gen Z, where trends like viral dances, comedy skits, and product challenges dominate youth culture.

Notably, Musical.ly influencers seamlessly became TikTok influencers overnight – bringing their huge followings along. TikTok’s expanded toolkit (longer videos, advanced effects, global reach) helped these creators grow even bigger. For example, Loren Gray (one of Musical.ly’s earliest stars) now has over 53 million TikTok followers. As TikTok’s user demographics broadened (now about 55% male globally), the platform evolved beyond lip-syncs into a diverse ecosystem for content creators across beauty, fashion, music, comedy, and more. What hasn’t changed is the influence these young stars wield – and brands have taken notice.

Top Musical.ly Influencers Who Built Their Own Empires

Many Musical.ly influencers were just ordinary teenagers who loved performing – but the app catapulted them to stardom. Here are a few of the top Musical.ly (TikTok) influencers and how they turned viral videos into personal brands:

• Loren Gray (@lorengray)

Arguably the queen of Musical.ly, Loren started posting at 13 and quickly gained fame for her lip-sync and dance videos. Now 22, she boasts 53.5 million TikTok followers and has been featured in Teen Vogue and Seventeen. Loren leveraged her social media fame to launch a music career (signing with Virgin Records) and model for brands. Her signature style (dramatic makeup, savvy song choices) made her a teen icon. Loren Gray’s massive following and cross-platform presence (24M on Instagram) have translated into lucrative brand partnerships and even a successful singing career – a true social media empire.

• Baby Ariel (@babyariel)

Ariel Martin (aka Baby Ariel) gained 36+ million followers on Musical.ly with her charismatic lip-sync performances. She was one of the first Musical.ly stars to hit mainstream recognition, winning a Teen Choice Award in 2016. Ariel’s authenticity and anti-bullying stance (she launched the #ArielMovement campaign) endeared her to young fans. Major brands noticed – Coca-Cola featured her in a #ShareACoke campaign to tap into her popularity. Disney even cast Baby Ariel in a TV show. By age 20, she had turned her online persona into a multi-faceted career (singer, actress, influencer) and demonstrated how a teen creator can evolve into a media personality.

• JoJo Siwa (@itsjojosiwa)

Already known from the TV show Dance Moms, JoJo embraced Musical.ly to share bubbly dance clips and music. With her signature bows and positive personality, she drew millions of followers on Musical.ly, YouTube, and Instagram. Now 21, JoJo Siwa has released music singles, written books, starred on Nickelodeon, and built a merchandise empire targeting kids. She won a Nickelodeon Kids’ Choice Award as Favorite Viral Music Artist. JoJo’s trajectory shows how content creators can use social platforms to expand into traditional entertainment and product lines – essentially creating a personal brand that extends far beyond the app.

It’s clear that Musical.ly influencers did more than entertain for 15 seconds at a time – they cultivated loyal audiences and then monetized that attention. Top TikTokers today can earn enormous sums: high-profile creators like Charli D’Amelio reportedly made $17.5 million in a year from TikTok content and partnerships. Even back in the Musical.ly era, the biggest stars could command up to $300,000 per sponsored post from brands eager to reach their young fans. These teen influencers literally built small media empires, turning internet fame into income, products, and careers.

The Power of Musical.ly Influencers in Marketing

From a marketing perspective, the rise of Musical.ly (now TikTok) influencers was a game-changer. Suddenly, brands had a direct line to Gen Z consumers through personalities those kids adored. For brands targeting youth demographics, partnering with popular Musical.ly influencers was (and is) a highly effective way to boost awareness and trendiness. Influencer marketing on TikTok has proven its ability to drive massive engagement and even product sell-outs.

Consider a few telling statistics:

• • Influence and Reach: Musical.ly’s top creators could reach millions of viewers in hours. Many also cross-promoted on Instagram, YouTube, etc., amplifying campaigns across platforms. By 2024, TikTok had become the most engaging social platform, with an average engagement rate ~2.5% per follower – 5× higher than Instagram’s ~0.5%. In other words, content on TikTok (especially from beloved creators) grabs more attention and interaction, which is gold for marketers.

     

  • Trust and Authenticity: Young audiences see influencers as relatable peers. Trust in social media influencers among Gen Z and Millennials rose from 51% in 2019 to 61% in 2023, as more people view creators as honest voices (compared to traditional ads). 92% of consumers say they trust recommendations from individuals (like friends or influencers) over brands’ direct messaging. This peer-like trust means an endorsement from a TikTok star can carry huge weight in purchasing decisions.

     

  • Conversion Power: TikTok turned into a shopping catalyst. A whopping 78% of users have purchased a product after watching creator content about it. Trends like #TikTokMadeMeBuyIt (with over **60 **billion views) show how a single viral recommendation can send a product’s sales skyrocketing. For example, a TikTok video about Little Moons mochi ice cream led to a 700% sales spike for the brand. When an influencer authentically loves a product on camera, their followers often rush to buy it – creating instant e-commerce booms.

     

  • Cost-Effective Impressions: Working with influencers can yield a high ROI compared to traditional ads. In 2023, the influencer marketing industry hit $21 billion+ as brands big and small invested in creator collaborations. In fact, over 80% of marketers budgeted for influencer marketing in 2023 – a testament to its effectiveness. Brands have found that a creative TikTok campaign can sometimes outperform big-budget TV spots, especially for reaching younger audiences who live on social apps.

It’s not just the mega-stars that brands work with. Many companies learned that micro-influencers (those with tens of thousands, not millions, of followers) can be even more effective for certain goals. Let’s explore why micro influencers and UGC content have become the secret weapon for savvy marketers, including Amazon sellers and DTC e-commerce brands.

Micro-Influencers and UGC: Fueling E-Commerce Success

While Musical.ly’s biggest names built massive followings, micro-influencers (and even nano-influencers with a few thousand followers) emerged as powerful partners for brands. Why focus on smaller creators? Because micro influencers often have higher engagement and deeper trust with their audiences than any superstar does. It might sound counterintuitive, but data consistently backs it up: as follower counts go up, engagement rate drops.

TikTok Engagement Rates by Influencer Size: Smaller creators see significantly higher engagement on TikTok. In 2024, nano-influencers (<10k followers) averaged about 10.3% engagement, with micro-influencers (10k–50k) at 8.7%, far above macro influencers’ rates. Higher engagement means more likes, comments, and genuine interactions per post – translating to greater influence over followers’ opinions and buying habits.*

Micro-influencers tend to feel like “real people” to their fans. They often specialize in niches – whether it’s vegan skincare, tech gadgets, or home décor – and build tight-knit communities of followers who share those interests. Their content comes off as authentic recommendations rather than polished ads. As a result, micro-creators can drive outsized results despite their smaller reach. In one survey, 56% of marketers said micro/nano influencers deliver better ROI than larger influencers, precisely because their audiences trust them more and engage more readily.

This is especially relevant for e-commerce brands and Amazon sellers. Smaller brands may not afford $100k+ for a single celebrity TikTok post – but they can partner with dozens of micro-influencers for a fraction of that cost. A typical micro-influencer might charge in the low hundreds of dollars (or even just free product) for a post. For that, an Amazon seller can get authentic video reviews or demonstrations of their product in front of a highly targeted audience. These TikTok videos double as UGC (user-generated content) that the brand can repurpose on its own pages or ads. It’s a win-win: the creator gets new freebies or income, and the brand gets social proof and organic buzz.

Platforms and agencies (like Stack Influence, which connects e-commerce brands with micro influencers) have emerged to streamline these collaborations. They help coordinate campaigns where, say, 50 micro-influencers on TikTok each create a fun video using a brand’s product. Individually, each creator might reach 5,000 or 20,000 followers – but collectively, the campaign can generate a huge ripple effect of awareness, credible word-of-mouth, and even direct sales lifts. This “many micros” strategy trades sheer reach for authenticity and relevancy, often resulting in higher conversion rates. As one marketer put it, “Reaching 25k right people beats 500k random people” when it comes to actually driving sales.

TikTok’s culture amplifies this effect. The app is designed to surface content based on interest, not just follower count – meaning a creative video from a small creator can still go mega-viral on the For You Page. Moreover, the majority of TikTok’s creator base consists of micro/nano influencers; an estimated 88% of TikTok influencers have under 10k followers. Brands are truly spoiled for choice in finding niche creators who align with their product.

For example, consider an Amazon seller launching a new kitchen gadget. Instead of paying one superstar influencer to showcase it, the seller might recruit 20 micro-influencers on TikTok who specialize in cooking hacks or home gadgets. Each of those creators posts an honest review or a fun demo to their engaged followers. Some use the trending hashtag #AmazonFinds or #TikTokMadeMeBuyIt, which cues viewers that this is a cool product discovery. If even a couple of those videos catch on, the gadget could become a mini viral hit – driving a surge of Amazon searches and purchases from TikTok viewers. In fact, TikTok’s impact on shopping is now so pronounced that 1 in 2 users have made a purchase after seeing a TikTok Live stream, and social commerce features like TikTok Shop are booming (over 500,000 US sellers joined TikTok Shop in 2024 alone).

User-generated content is the currency of this new marketing era. Shoppers (especially Gen Z) want to see real people demonstrating and talking about products, not just polished ads. Micro influencers excel at producing exactly that kind of relatable content. Whether it’s an unboxing, a quick tutorial, or a comedic skit featuring the product, these videos build trust and excitement in viewers. Brands that repost or integrate this UGC into their own marketing often see higher engagement than with traditional product shots. Essentially, micro influencers supply a steady stream of authentic creatives that brands can leverage across TikTok, Instagram Reels, or product pages. It’s word-of-mouth marketing at scale, powered by social media.

Top 5 Influencer Marketing Tips for Brands on TikTok

To wrap up the lessons from Musical.ly/TikTok influencers and micro-creator success, here are some key takeaways for brands (including small businesses and Amazon sellers) looking to excel in influencer marketing today:

1. Know Your Audience & Platform: TikTok skews young and trend-driven. Ensure the influencers you partner with have followings that match your target demographic and share your niche interests. For example, a beauty brand should seek out TikTok beauty gurus or enthusiastic micro beauty creators for maximum relevance.

2. Prioritize Micro-Influencers for Authenticity: Don’t just chase follower counts. Smaller creators often deliver higher engagement rates and trust. As noted, a micro-influencer’s recommendation can drive more action than a generic celebrity shoutout. Use micro and nano influencers to generate relatable content and genuine buzz – especially if you’re on a limited budget.

3. Leverage Viral Trends and UGC Hashtags: Take advantage of TikTok trends like #TikTokMadeMeBuyIt and niche hashtags in your industry. Encourage influencers to incorporate these into their posts. Trending sounds, challenges, or hashtags can boost discoverability. And when an influencer video for your product takes off, be ready for the “TikTok made me buy it” effect – stock up on inventory and prepare to engage new customers!

4. Foster Long-Term Relationships: Rather than one-off transactions, build ongoing partnerships with a group of creators who truly love your product. Long-term collaborations lead to more authentic endorsements and multiple touchpoints with their audience. Consistency also helps convert followers into customers as they see their favorite creator use your product repeatedly.

5. Measure and Repurpose Content: Treat influencer posts as valuable content assets. Track engagement and referral traffic to gauge ROI. High-performing TikTok videos can be repurposed – share them on your brand’s own social channels, embed them on product pages, or turn snippets into ads (with the creator’s permission). This extends the life of the UGC and reinforces social proof across your marketing.

By following these strategies, brands can maximize the impact of influencer partnerships, much like the early adopters who tapped Musical.ly stars for massive campaigns. Whether you’re a global brand or an indie Amazon seller, the principles remain the same: choose the right voices, encourage authentic creativity, and align with the platform culture.

Conclusion to Musical.ly Influencers (TikTok Stars) Who Built Empires

The era of Musical.ly influencers demonstrated the sheer power of social media in turning everyday young people into cultural icons. Musical.ly (now TikTok) proved that a dynamic platform built on creativity and community can launch careers and even shape consumer trends. These influencers – many starting as teenagers in their bedrooms – used short videos to build multi-million dollar brands and connect with audiences worldwide.

For marketers, the legacy of Musical.ly underscores the importance of staying attuned to emerging platforms and authentic voices. Brands targeting Gen Z learned that partnering with popular Musical.ly/TikTok creators could humanize their marketing and drive engagement like never before. And as the space matured, it became clear that bigger isn’t always better – micro-influencers and UGC now lead the way in authenticity and ROI for many campaigns.

In 2025 and beyond, influencer marketing is a cornerstone of digital strategy. Creativity and genuine connections are key. Whether it’s a TikTok superstar with 50 million followers or a micro creator with 5,000, influencers offer a bridge between companies and consumers built on trust and relatability. By studying the rise of Musical.ly influencers and the continued evolution on TikTok, brands can glean valuable insights into leveraging creativity, community, and user-generated content to achieve marketing success. The tools and platforms may change, but the core idea remains: people influence people. And in the social media age, harnessing that influence – through the right creators in the right way – can propel a brand to new heights.

Musical.ly’s story is a case study in how innovative content creators can shape culture and commerce. The next generation of influencers is already emerging on TikTok and beyond, ready to build their own empires. Smart brands will be right there with them, collaborating in authentic ways to write the next chapter of social media marketing. By applying the lessons of Musical.ly and embracing the power of micro-influencers and UGC, businesses of all sizes can ride the wave of influencer-driven success in the years to come.