ByteDance's app "Lemon8" rises in US popularity

Even though the name "Lemon8" might seem strange to the US consumers, it has been circulating in Asian markets since 2020. According to TechCrunch, the app just hit Top 10 in the App Store's Top App Charts on Monday, and is looking to push discoverability even further.

Lemon8 is owned and operated by ByteDance, the Chinese parent company of TikTok. The news piece comes out as surprising as TikTok is currently facing the possibility of a ban in the U.S., and with the CEO testifying at Congress last week, it is speculated that the new platform serves as a cushion to TikTok’s possible downfall. However, this “cushion” might not be reliable after all as the restrictions, if made, will affect the majority of Chinese Techs, reaching beyond the scope of a social media platform.




The design of Lemon8 is comparable to Instagram and Pinterest, where the focus is primarily on showing image-related content. An article by the New York Times claims that Lemon8's ambition is to become a "top global social media service" and that success will be driven by "the same recommendation engine that helps TikTok succeed." The initial content offering on the platform is geared towards the beauty, health, and fitness communities by featuring recommendations and shopping incentives for such products. As of now, the app’s biggest market is Japan, accounting for 38% of total installs.

According to TechCrunch’s report, even though the app was available years prior, it was not marketed heavily for the purpose of “testing.” Once the app was ready for launch, they began to advertise it on their already established platform, TikTok. Over the past month, Insider reported that creators on TikTok are being paid to post on Lemon8, as well as endorse it on their channels. The pay-to-post on Lemon8 intends to migrate new and established TikTok viewers to their platform, with the phrase “Pinterest meets Instagram” being constantly highlighted.

The launching of a new social media platform comes with very little data to back its success potential. However, it is certainly very exciting to see an emerging competitor, and also the market’s future reaction to it.

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