By Chantal India, on 5 September 2023
If you think that TikTok is the sole contender against Instagram, there's more to discover! Lemon8, another social media platform from ByteDance, is making waves in the U.S. Could it potentially replace these two reigning social media giants?
What Is Lemon8? The New TikTok App Similar to Instagram
Lemon8 is a social media app created by ByteDance, which also owns TikTok. It was launched in 2020 and is currently available in Japan, the United States, and the United Kingdom. The app is similar to Instagram and Pinterest, focusing on images and videos. However, Lemon8 has a few unique features that set it apart from its competitors. The creators' goal of this new application was to compete with Xiaohongshu, another social network also known as Red in some Western countries.
According to the New York Times, Lemon8 remunerates influencers for their posts if they follow the platform's guidelines, such as making 10 posts in a month that contain at least 150 words in the description and at least one that's a carousel with between 3 and 10 photographs.
Will Lemon8 and TikTok Be Banned?
Both Lemon8 and TikTok are popular in the West, but there is concern that they could be banned due to privacy concerns. In the United States, there is a political debate about whether or not to ban TikTok.
Some people believe that Lemon8 should be banned if TikTok is banned. This is because both apps are owned by the same company and use the same data collection practices. However, it's possible that Lemon8 will not be banned, even if TikTok is because Lemon8 is not as popular as TikTok and does not pose the same privacy risk. In fact, It is believed that TikTok is giving more visibility to videos with hashtags related to this new app in case the ban goes ahead to continue having a presence in the country. Ultimately, it is up to each country's government to decide whether to ban Lemon8 and TikTok.
This app combines versions of popular features that we can see on other platforms. For example there are different editing options like on Instagram, the feed has a "for you" section and a "following" section like TikTok, and the ability to view multiple posts at the same time like Pinterest.
Its bottom menu is very similar to Instagram's, and has the following buttons:
- Upload content
At the top, in the "for you" section, you can see different areas where different types of content are hosted such as:
What Kind of Content Does Lemon8 Offer?
The Lemon8 app uses the same recommendation algorithm as TikTok to show users content that is similar to what they have liked or saved in the past.
For now, this new social media app's videos generally get less traction than on TikTok. Those considered most popular have just a few hundred likes. The profiles that have had reached more than a thousand likes, have already created a greater presence in TikTok.
Example of Travel Content
This is a very representative example of how the photographic content of this new app tends to be. It is common to use images edited with phrases and drawings with attractive colors and shapes. This is a bit different, as it is something seen often on Instagram.
Example of Wellbeing Content
There are few videos on the platform and the editing tends to be very similar to what you can find on TikTok or Instagram. As in the case of TikTok, we can see the app's watermark on the videos, something that does not appear on many other app.
Example of Food content
In the recipe sector, it is very common to see images step by step, which can be more convenient than videos. And as you can see in the example below, a watermark appears in the videos and the photographs. This is one of the main differences between Lemon8 and Instagram.
Example of Beauty Content
You can see a lot of images edited like the example below with drawings and text that will undoubtedly become a hallmark if the platform gains success.
Example of Fashion Content
The fashion sector has also made its mark on this platform and there are many ways that brands and individuals can show their style.
How to Register on LEMON8
Registering on this social network is very simple, even more than on other platforms. Click here, and choose the store you want to download it from. Just remember that it is not yet available everywhere.
Is It Worth Using LEMON8 in Your Marketing Strategy?
Although this platform is still very new, we recommend that you at least create a brand account and upload some content so that it's not empty. This way, you will ensure that your account has your name on the social network, preventing others from claiming it. If the platform continues to grow and its popularity increases, you will be ready to upload content without being caught off guard.
In addition, if your market in the United States or the United Kingdom, it may be an even better idea to integrate this social network into your marketing strategy since, in these countries, the app is more popular and accessible.