Created in 2014, Musical.ly is one of the most recent social media platforms and may still be an unknown to you. Yet, according to Gary Vaynerchuk, it’s a promising platform in expansion. Created as a means to share and view short videos for lip-syncing, Musical.ly is primarily used by teens.

This doesn’t mean you should ignore its worth. Au contraire! Teenagers represent the future. They are the customers and entrepreneurs of tomorrow. Gary Vaynerchuk caught on: he posts videos about his daily life as an entrepreneur on this platform. He decided to invite young Musical.ly personalities into his YouTube videos, which brought him great notoriety with the younger generation.

Though this social media platform is made for 5-minute mobile music videos, musicians are not the only ones interested in Musical.ly. Anyone can create a clip to send a message. The most unexpected example is Chithra Durgam, a New Jersey dentist.

She created a Musical.ly account in 2016 to attract patients after setting up her own dental practice. Her video clips show her in her practice dancing with tools in hand to Ed Sheeran or Rihanna, to the amusement of young users. She also uses this fun format to educate people on dental hygiene and invites her followers to consult her. Since she began using this app, Dr. Durgam is up to her neck in appointments.

Social media evolves with time: some platforms are born while others die. Musical.ly could fall out of favor or adapt to appeal to more potential users. In any case, never doubt the advantages of a social media platform. Test each and every one as soon as they come out to determine whether they work for you.

Even if they disappear in a few years, you will have discovered and learned some useful things for the next. It’s better to have tried and failed than never have tried at all.