Seems like a fad to me. I wonder if/when Instagram will replicate the lip-syncing feature. I personally am not attracted to the app at all and find the videos pretty toe-curling. But I'm curious to see how far it goes.

Another thought - TikTok seems to be really popular with young teens. I wonder if Douyin (the version for China) appeals to the same age demographic and if users are doing more with the app than the lip-sync