Musical.ly is like MTV meets Lip Sync Battle meets Instagram. It’s a new app that lets users – called “musers” in the community – record short video clips of themselves lip syncing or dancing to popular songs or movie scenes, then upload those clips to a feed similar to Instagram.

The app inspires fun and goofiness, which is why kids are loving it. However, the Shanghai-based company doesn’t target users under 13. In fact, it prohibits them. Yet some of the top ranked musers look to be in elementary school and they’re garnering in millions of likes (called hearts). Musical.ly knows they have a younger fan base. Of over 100 million users, most are in the 13-20 age bracket, the company says.