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ver since TikTik's rapid rise to popularity and fame, other apps have been racing to keep up with the short-form video company. A competitor that is quickly gaining ground? Lomotif.


Lomotif is a social video app created by Paul Yang, Xiu Hui, and Deepak Sharma that launched in 2014. Users of the app can create 30-second videos using a wide range of in-app editing tools and an extensive music library. 


The name is a combination of the words “lo-fi” and “motif” because the founders said the app was made to fill a gap in the market for young users who wanted to create music videos from their phones and easily share them.  


While Lomotif saw a steady number of users over the years, primarily in the U.S. and Brazil, the app has seen a 300% increase in created videos since the beginning of 2020. In the U.S., the app has been downloaded over 20 million times


Smartphone users can find the app in the iOS App Store, Google Play Store, and the Huawei App Gallery. 


Other companies are noticing the app’s rise in popularity among Gen Z. On Oct. 15, Lomotif announced a semi-inclusive two-way integration with Snapchat. Through this upcoming feature, users’ Snapchat stories will appear on their Lomotif accounts and any videos posted to Lomotif will also appear on their Snapchat account. 


This article will cover all you need to know about Lomotif how marketers can use this emerging platform. 

Lomotif Features

Lomotif’s success as both a social media platform and premiere video editor has made it a trending app among Gen Z. Read on to learn more about the different features Lomotif offers to its users. 


Music Library

Lomotif’s most popular feature is its extensive song library where users can choose a song of their choice from over millions of songs. When creating Lomotif, all users have to do is choose the photos or videos from their camera roll or Instagram and Facebook accounts. 


Then users will automatically be taken to the music page. This page has featured songs and featured playlists (with categories such as “Love,” “Lomotif Top 50,” and “Good Times”) and users can also search for a song by title or artist. 


Home Page

Upon first opening the app, users can choose to view the channels they follow. Channels are feeds of content that pertain to a specific category, with the three basic channels being For You, Following, and Stories by Snapchat. 


From here, the app operates similarly to other short-form video apps where users can comment on and like videos and scroll down for more content. 


The home page is integral to any app as it’s the first page users see and will spend the most time on. While Lomotif doesn’t currently offer any advertising spots, similar social media apps like TikTok have premium-priced ads that play as soon as users open the app. 


Discover 

The Discover Page features trending Lomotifs and other content that you may be interested in. You can also search Lomotifs by both hashtags and song titles, as well as by username. 


Discover pages are places where users can search for specific content while also allowing the app’s algorithm to go to work — recommending videos based on popularity and factoring in the type of content that user engages with. 


Profile

On the profile page, users can watch recommended Lomotifs and videos by people they follow. They also can rewatch any Lomotifs they favorited. As the rise of personalized content on social and music platforms grows, those that can tap into this important facet of young users who want curated content geared toward their interests will see success.


The profile page allows users to compile all the content they love and allows other users to gain a better understanding of who that person is and what they enjoy. 


Explore Channels by category

Are you in the mood to laugh? Are you looking for fitness tips or want to see what’s cooking (literally) in other users’ kitchens? 


Lomotif makes it easy to search for clips based on category and users can follow specific channels to gain access to a wide variety of clips in that category. App users can also join these subject-specific channels and create content specific to the theme. 


Brands looking to find potential creators or influencers for their brand can use this feature to find users already promoting their brand or industry and reach out to them directly. Another way marketers can use this feature is to distribute content to the audiences who will be the most interested and engaged in their videos.


Export Videos

Lomotif also functions as a great short-form video editing tool and Lomotifs can easily be exported in portrait, square, or landscape orientation and shared across multiple social media platforms. Lomotif offers an in-app purchase to remove the watermark on its videos, as well, so users can stay true to their brand. 


This feature allows Lomotif to exist beyond the app itself and thus increasing potential downloads and brand recognition. 

Who’s Using Lomotif

Lomotif is popular among young creatives who want to flex their video editing, music, and dancing skills. Lomotif offers many tools and an extensive song library that appeals to Gen Z. By providing access to songs that Gen Z knows and loves, Lomotif makes sure to stay relevant in a constantly changing media landscape and gets its younger users to create videos using those songs. This also makes the app marketable for record labels and other artists who may want to use Lomotif to grow its reach. 


Lomotif has also partnered with musicians such as Alicia Keys and Miguel. In January, Keys promoted Lomotif and encouraged her fans to download and use Lomotif to create videos featuring her songs. She also used the app to launch her new single, “Show Me Love.” 


The social media platform is also working with young, up-and-coming artists and promoting their songs and Lomotifs across its social channels. 

How Can Marketers Use It?

While Lomotif currently doesn’t offer formal advertising opportunities, there are many ways brands have used the app to promote themselves.


Take, for example, Lomotif’s content creation challenges. Recently, it partnered with Yungeen Ace to promote his song, “Bad B*tch.” It encouraged creators to make a Lomotif with the song, use the hashtag #badbitch, post it on Lomotif, and then tag the artist and Lomotif on Instagram for a chance to win a $100 cash prize. 


Creating challenges is a great way to engage with a target audience and expand your brand’s reach. Not only do you see an increased number of people heading to your website or social media channel, but you can then turn around and use user-generated content that fits your brand which increases authenticity and builds trust with your audience.

Conclusion

Short-form video content is here to stay and apps like Lomotif are capitalizing on it to appeal to Gen Z. With a wide range of video editing tools, a high-quality and extensive music catalog, Lomotif is an emerging platform to keep an eye on as the short-form video battle continues.

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