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Latest social media craze: lip syncing

Alexi McCammond / Axios

Lip-syncing to popular songs is the latest video craze. Apps like Dubsmash and musical.ly each claim to have more than 100 million users.

Why it matters: With video becoming the new focus in social media, Dubsmash and musical.ly have caught the eye of the entertainment industry; one organically making its way into the hands of celebrities, while the latter has been inking a string of content, advertising, and distribution deals. They could prove to be a new threat to the mainstream social giants like Facebook and Snapchat.