We may have the new it-girl of social platforms on our hands, folks. Enter, Lemon8, the new Instagram competitor from TikTok’s parent company, ByteDance.
Although Lemon8 is the new kid for US users, it was introduced back in April 2020 in Japan. Global markets have seen success with the new platform as it’s being rolled out. So far, counties such as Britain, Singapore, and Indonesia have become acquainted with the app, however, the list continues to grow. Last year, the app was said to have reached five million monthly active users worldwide and is already ranking as one of the best free apps on Apple’s App Store. So, what does the rise of Lemon8 mean for marketers? 
What is Lemon8?
The app is a hybrid between Instagram and Pinterest, both photo and video-sharing social platforms. Despite being TikTok’s sister, there is no vertical video scrolling. Lemon8 also has predetermined content categories for users to sort through including fashion, beauty, wellness, travel, and food. Similar to TikTok, users’ feeds are split into two categories: “Following” and “For You.”
We’ve already seen major adoption by some of our favorite creators, many of whom are repurposing their static Instagram content with longer-form captions, to test the app at this time.
The Secret Lemon8 Recipe
Lemon8 stands out to users due to a variety of reasons. Aside from the obvious user interface, we’re seeing new kinds of shoppable, saveable, and satisfying content, unlike any other platform. This unique edge is a new kind of user experience, allowing us to absorb more content than before. Our team had plenty to say about their experience with the new platform:
“I love the tools it has to play around with. The fonts are fun and different from what we are used to with IG and TT. And I love that it divides up all my categories, so if I just want to look through wellness content, I can do that!”
– Kim Morales, Associate Account Manager
“I love scrolling through Lemon8 mostly because of the pages dedicated to my interests. Having a Food FYP and a Travel FYP has made me so inspired to try new recipes and discover new places. I enjoy the ability to view multiple posts at once and especially love how a title/caption is included. It’s just the right amount of content, and I don’t feel overwhelmed!”
– Killian Abuan, Senior Social Strategist
“Lemon8 reminds me of a hybrid of Pinterest and Instagram – it’s great for finding new recipes, hauls, and workouts. It’s truly not a unique app, however, I like the simplicity of the app and the fresh perspective influencers and users are taking when it comes to distributing content.”
– Alyssa Mutterperl, Social Strategist
Our team recommends that brands secure their handles on the app but hold off on posting until we know more about it. As fake accounts emerge, securing an official brand handle is essential to ensure authenticity.
The Future of TikTok and Lemon8
With heightened concerns around data privacy and the current political climate, concerns still surround if there’s longevity for TikTok in the US market. On March 1st, the House of Representatives voted to move forward with the ban, but it must pass through both the House floor and the Senate before any further action can be taken from the President. Although this ban is already in effect for government devices, this could extend to all US devices. We’ve also seen state governments take a stance and pass legislation on a statewide level.In states like Montana, we’re seeing bills passed that could ban the app entirely.
An important thing to note: if the nationwide TikTok ban goes into effect, Lemon8 will likely be banned as well, as both apps share the same parent company.
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