Lemon8, a new social media app from ByteDance, the Chinese company behind TikTok, is garnering popularity among influencers and users despite growing pressure from the United States government to ban TikTok. Lemon8’s photo-heavy emphasis, which emphasizes beauty and lifestyle content, is a significant departure from the short-form videos of the majority of social apps that have followed in the footsteps of TikTok. Last month, the program, which is available in the United States, had over a million downloads and approximately 500,000 daily active users. ByteDance has posted job openings for Lemon8 creator partnership positions and says the app is still experimenting with how to collaborate with creators.
Creators on TikTok have promoted Lemon8, comparing it to TikTok in the year 2020, Instagram, and Pinterest, which raises the issue of whether people were compensated to promote the new app. Numerous TikTok users and influencers are now actively promoting Lemon8, which focuses on “aspirational” or highly curated content. ByteDance initiated early marketing initiatives for Lemon8, including influencer collaboration. Some creators featured on the “for you” feed of Lemon8 have disclosed their partnership with the company using the hashtag #Lemon8Partner. ByteDance denies rumors that the company paid creators to advertise the new app on TikTok.
The early success of Lemon8 illustrates the difficulty legislators face in regulating TikTok and other social media platforms. It is also reminiscent of TikTok’s rise, which was reportedly fuelled in part by ByteDance’s massive advertising expenditures on competing platforms Facebook and Snapchat. Recent interest in Lemon8 has prompted speculation that ByteDance is testing a potential successor to TikTok that may surpass its prominence.
ByteDance has not launched any formal marketing campaigns for Lemon8, but in some instances it has paid creators to post on the platform. However, the application lacks standard social platform features such as messaging and the ability to tag other users in posts. Although some creators appreciate Lemon8’s emphasis on still images after many major social media platforms shifted to prioritizing short-form video, others say the app’s emphasis on aesthetics is either love or hate, and Lemon8’s focus on specific types of content has made it easier to find a community.
Source: ©Jakub Porzycki/NurPhoto via Getty Images ; CNN
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Yustika Kusuma Putri, she is social media marketer from Indonesia. I currently work as a Media Manager in Technologie Omicrom Sendas inc.
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