Although TikTok’s future in the US is still in question, there’s another ByteDance owned platform grabbing the attention of Gen Z - Lemon8. Since March, the app has been on the rise in the US with over 5 million downloads in the Google Play Store, reaching its highest interest in search on Google earlier this month.

The newbie platform launched in Japan back in 2020. It was initially created as a direct response to Chinese lifestyle app Xiaohongshu (Little Red Book) and has amassed over 5 million active monthly users across East Asia before making its debut in the US in February.

So, what exactly is Lemon8? At first glance, the app presents itself as an alternative to TikTok with an aesthetic that mixes photo and video in a format that embodies a blend of Pinterest and Instagram. However, describing itself as a “content sharing platform with a youthful community”, Lemon8 does share some proximity with its sister app TikTok. It’s tailored algorithm resembles a similar output to the short-form video app with a customised “For You” page featuring personalised recommendations and a “Following” feed dedicated to content for users solely based on who they follow. 

When it comes to content, Lemon8 is very much a lifestyle app focusing on the trending topics: Fashion, Beauty, Food, Wellness and Travel. Within each tab is a curation of aspirational creator content visually similar to Pinterest - from skincare tips to bespoke travel guides. Creators have already gone as far to adopt the format of tagging products in a way that actually fits quite nicely to the overall aesthetic of the platform. 

And while there’s currently no monetisation option for creators just yet, it’s clear Lemon8’s pivot to these product focused categories aims to leave room for future social commerce opportunities. Already, ByteDance has been paying creators in the UK to post on the app and raise awareness on TikTok, which, in turn, have increased downloads.

For marketers wondering how to approach Lemon8, it’s important to understand exactly how the platform works before impulsively jumping on a hype. First, familiarise yourself with the app, how creators and their followers are using it and whether the platform aligns with your brand. If so, examine the type of content being created, the posts gaining high engagement and the trends emerging. Once you have these steps in place, you’ll have a much stronger sense on whether or not to test out a strategy if Lemon8 continues its upward trajectory.

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Looking to learn more on Lemon8 and how to approach working with Gen Z? Get in touch!

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