What is the Lemon8 app and what do marketers need to know about it?
When life gives you lemons, the boldest brands download Lemon8.
With TikTok facing major backlash in the U.S., social media and marketing teams across the country have been on the edge of their seats wondering if and when their hard earned audiences might be snatched away. And although TikTok’s virtual head may currently be on the governmental chopping block, that certainly doesn’t mean U.S. audiences have adopted the same negative view of the platform.
In fact, it could be argued that fans of the platform are even more dedicated stans in the wake of the turbulence (don’t we all want what we can’t have, afterall?) And we can prove this by looking at the quick and rapid adoption of the internet’s hottest new app, Lemon8, which is owned and operated by none other than TikTok’s parent company, ByteDance.
What the h*ck is the Lemon8 app?
We’re so glad you asked.
Like we said above, Lemon8 is the internet’s latest social media muse. Created by the owners of TikTok, ByteDance, the app can be described as the perfect fusion between Instagram and Pinterest – focusing on image carousels and photos accentuated by graphics with a few videos sprinkled in between.
Similar to TikTok, the app features a “Following” page and a “For You” page where you can browse posts the algorithm curates for you, search by categories like beauty, food, and fashion, or by keyword.
Here’s a quick peek at what the Lemon8 feed looks like:
So is Lemon8 actually popular?
The easy answer here is, yes – and that’s why, as marketers, it’s DEFINITELY on our radar. The app has seen 6.3 million downloads worldwide in the last six months, according to Apptopia data. And since its launch in the U.S. in February 2023, Lemon8 has seen more than 256K downloads.
It’s important to note that the app is still in its early days, so it’s impossible to tell if we’re looking at the next TikTok and Instagram or if Lemon8 will soon flop into its Yik Yak era. But we do know that its sudden surge in popularity is something to keep an eye on.
Should brands be using the Lemon8 app?
Just because the app is hot right now definitely doesn’t mean brands are pressing that “download” button yet– and there are certainly good reasons not to do so.
First, we just don’t know where parent company, ByteDance, stands in the U.S. As the controversy with privacy surrounding the company’s platforms continues, it’s understandable to not put your eggs into the Lemon8 basket just yet.
It’s also unclear what kind of content will really explode on the platform. If you’re a marketer, the app is certainly worth logging into, trying out, and testing the waters. However, recommending it to brands or clients could be in vain depending on where the app goes in the future. As it stands, there are also no ways to advertise with the app, meaning all efforts must be organic, an undertaking that many brands just don’t have the bandwidth to take on – especially because there are no tried-and-true methods for garnering engagement.
That being said, beating the crowd to a new platform can be a huge win if the app continues to explode in popularity. Early days are always the best time to build a following – and some brands have taken on the bold task of trying their luck on Lemon8. And hey, we’re all for taking that risk.
Looking for marketing support, bold social media help, or creative inspo?
Look no further. At Think Integrated, we push the boundaries of traditional and digital marketing, testing the waters and inspiring other marketers and clients to take a more creative approach to their work. If you need support or just some cool branding ideas to get the justice flowing, reach out to us or give us a follow on our social pages (not Lemon8, though, we’re still working on that one).