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.

The world was taken aback by the revelations made by NSA whistleblower, Edward Snowden, about the state of surveillance in the United States.

Not only did we come to terms with the fact that our society is eerily resembling the fictional, futuristic world of George Orwell’s famous novel, 1984, we were also forced to rethink privacy and what it means to safeguard ourselves from secret surveillance.

The creators of WhatsApp once stated in a 2012 blog post: “Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought.”

They gave users the expectation of an ad-free messaging platform – proudly stating their engineering efforts go toward fixing bugs and adding new features, not “writing better code to collect all your personal data.”

As they said it: “That’s our product and that’s our passion. Your data isn’t even in the picture. We are simply not interested in any of it.”