Over the past month, a new player has been making waves in the social media landscape: Lemon8. Backed by TikTok’s parent company, ByteDance, Lemon8 is a video and photo-sharing app designed to capture the hearts of users interested in lifestyle content. Think mouthwatering food, beauty hacks, product reviews, travel adventures, and tips for a healthy mind and body — all rolled into one visually stunning platform.

While Lemon8 isn’t a brand new app, it’s a fresh face for global users and within a week of its meteoric rise, Lemon8 claimed the coveted number one spot in the App Store’s lifestyle category with over 17 million downloads. This is a particularly impressive feat considering TechCrunch reports the app never even cracked the Top 200 Overall Charts before last month.

This rapid ascent suggests a potential shift in user preferences. Could Lemon8 be the new go-to platform for lifestyle content, challenging Instagram? Only time will tell, but one thing’s for sure — Lemon8 is a name to watch.

What is Lemon8?

Lemon8 is a rising social media app that combines the best of photo-sharing and discovery. Owned by ByteDance, the same company behind TikTok, Lemon8 offers a unique experience for users interested in lifestyle content.

Top Trending Topics

Unlike TikTok’s endless stream of short videos, Lemon8 focuses on high-quality photos and videos centred around specific topics. The top trending topics on the app are fashion, beauty, food, travel, wellness, and fitness. This curated approach allows users to explore their interests in depth and discover inspiring content.

Think Pinterest with a Social Twist

Lemon8 offers a Pinterest-like browsing experience where users can find suggestions, recommendations, and visually-appealing content. It goes beyond static images, however, allowing users to share tutorials, “get-ready-with-me” style videos, travel guides, and aesthetically pleasing content.

Shop the Look

Similar to Instagram, Lemon8 allows influencers to tag products in their posts. This bridges the gap between inspiration and action, enabling users to discover and purchase the items they see. However, unlike the perceived “inauthenticity” of some Instagram content, Lemon8 aims to provide a more transparent shopping experience.

Many users are growing weary of the staged perfection on Instagram. Lemon8 offers a refreshing alternative, focusing on genuine inspiration rather than manufactured moments. Brands have a great opportunity to showcase their products in an inspiring and shoppable way, reaching a target audience actively seeking new discoveries.

Who Owns Lemon8?

While listed under Heliophilia Pte. Ltd., a Singaporean company, Lemon8 is actually a product of ByteDance, the same company behind TikTok. Interestingly, Heliophilia shares the same address as TikTok’s Singapore office.

This connection isn’t entirely surprising. ByteDance, a Chinese tech giant, also owns the popular video editing app CapCut in the US, making Lemon8 their third major app in the American market.

Seen as a potential competitor to Instagram, Lemon8 might be ByteDance’s attempt to capitalise on the declining interest in Instagram among US users. By leveraging its association with the hugely popular TikTok, ByteDance might hope to lure users away from Instagram.

However, Lemon8’s success could mirror the precarious situation of TikTok. The US government has proposed legislation citing national security concerns to potentially ban Chinese social media platforms. House Speaker Kevin McCarthy recently indicated the House will move forward with legislation targeting apps owned by foreign companies. This means that if Lemon8 gains significant traction, it could face the same fate as TikTok.

A New York Times report hints at the same. “It’s a social media platform like Instagram, it has to do with gathering information on users and it has the same ownership structure, being a child of ByteDance, so I think the same issues are going to come up,” said Lindsay Gorman, head of technology and geopolitics at the German Marshall Fund and a former tech adviser for the Biden administration.

She added, “Ultimately with social media platforms in particular, they involve content, and eventually that’s always going to lead to political content and news content.”

Lemon8 vs Xiaohongshu: Which One Is Better?

Both Lemon8 and Xiaohongshu are social media apps known for user-generated content focused on product discovery and recommendations. They share some similarities but also cater to distinct audiences and regions. Here’s a breakdown to help you choose:

Origin

Lemon8: Debuted in Japan in 2020 and quickly gained traction. By April 2023, it became the second most downloaded app in the US (after Pinterest) boasting over 17 million downloads globally.

Xiaohongshu: Established in China since 2013 and has become a dominant force in the social commerce landscape.

Target Audience

Lemon8: Targets a broader, non-Chinese users in Southeast Asia across Singapore, Malaysia and with a growing presence in the US and Japan, its rapid growth indicates strong potential.

Xiaohongshu: Caters primarily to Chinese users globally, including those who reside overseas and has made a strong presence among the Chinese communities in Europe and Southeast Asia.

Function and Display

Lemon8: TikTok’s sister app mimics Pinterest-inspired layout with photo and video content. Users can share reviews, recommendations, and tips on a variety of topics like beauty (1.8 million posts #beauty), fashion (1.3 million posts #fashion), travel (1.2 million posts #travel), and food (1.5 million posts #food).

Xiaohongshu: Similar to Lemon8, XHS thrives on user-generated content and e-commerce integration. Users can share product reviews, recommendations, and lifestyle content, boasting a wider range of categories due to its longer lifespan.

Monetisation

Lemon8: While the focus isn’t on immediate monetisation, Lemon8 might follow Xiaohongshu’s model of in-app advertising and e-commerce commissions in the future.

Xiaohongshu: XHS has a well-oiled e-commerce engine generating revenue through in-app advertising and commissions on sales facilitated by the platform.

Ultimately, the best platform depends on your content creation style and preferred experience. If you’re looking to connect with non-Chinese consumers in Southeast Asia or explore new markets like the US and Japan, Lemon8 might be a strategic choice. But if you want to tap into the vast Chinese consumer base worldwide, Xiaohongshu remains the leader.

Remember, you can also use both apps to diversify your social media presence!

Why Should You Use Lemon8 For Your Brand?

Lemon8 is a rising star in the social media world, and for savvy businesses, it presents a unique opportunity to get ahead of the curve. Here are some insights on why you should use the app, how it can propel your brand’s popularity and the strategies to craft a winning Lemon8 marketing approach.

First Impression Is The Last Impression:

• Captivate with your cover photo: This is your first impression, so make it count! Utilise text, shapes, emojis, or stickers to draw viewers in.

• Explore built-in tools: Lemon8 offers a treasure trove of editing features:

  • Templates: jumpstart your design process.

  • Image retouching: enhance your visuals for a polished look.

  • Product tagging: simplify purchase decisions for your audience.

  • Text overlays: add context and highlight key points.

  • Stickers and cutouts: inject personality and fun into your content.

• Embrace native content: Using Lemon8's editing tools aligns your content with the platform's style and potentially boosts discoverability.

Unleash the Power of Photo Carousels:

• Go beyond single images: Lemon8 thrives on photo carousels, allowing you to showcase multiple products, present step-by-step tutorials, or unveil a collection.

• Inspire and educate your audience: Use carousels for weekly outfit ideas, DIY projects, product comparisons, or even “Top 10” listicles.

• Infuse brand messaging seamlessly: Instead of a hard sell, position your brand as a solution or guide within your content.

Master the Art of a Relatable Voice:

• Speak your audience's language: Add fun emojis to your captions, use a friendly voice, relatable language, and an encouraging tone.

• Position yourself as a partner: Create a shared sense of community by supporting your audience's aspirations and offering solutions through your brand.

• Run contests and challenges: Bring in more users to participate by running contests or challenges related to your brand or niche. Offer attractive prizes to incentivise engagement and user-generated content creation.

Bring The Best Of Instagram & Pinterest:

• Strike a balance: Lemon8 bridges the gap between Instagram’s visuals and Pinterest’s informative content. Craft the perfect blend of aesthetics and information for Lemon8.

• Breathe new life into old Instagram hits: Repurpose successful Instagram carousels and adapt them for Lemon8.

• Go from pinboard to post: Draw inspiration from your Pinterest content calendar and share the visually compelling topics that were once on your mind.

Turn Captions into Mini-Narratives:

• Utilise the generous caption space: Go beyond basic descriptions. Lemon8 allows for in-depth storytelling and explanations.

• Think of your captions as micro-blogs: Provide valuable insights, elaborate on your visuals, and truly connect with your audience.

• Embrace the "caption ideas" feature: This built-in tool offers prompts and inspiration to jumpstart your creative process.

By implementing these strategies, you can transform Lemon8 into a powerful tool for brand awareness, audience engagement, and ultimately, business growth. Remember, the key is to be authentic, visually engaging, and informative – all while subtly integrating your brand message.

With a well-crafted Lemon8 strategy, you'll be well on your way to reaching a new customer base and achieving success on this exciting platform.

How To Launch Your Brand On Lemon8?

Ready to give Lemon8 a try but don’t know how to take the next step? This guide will walk you through the steps of creating your account, crafting a winning strategy, and engaging with your target audience.

Step 1: Download and Set Up Your Profile

• Download the App: Head to the app store and download the Lemon8 app.

• Create an Account: Choose a username that aligns with your brand name and reflects your presence on other social media platforms.

• Select Your Interests: From the provided list (outfits, dining, fitness, etc.), choose interests that best represent your brand. This will help you discover relevant creators and content.

Pro Tip: During account creation, consider using a strong password and enabling two-factor authentication for added security.

Step 2: Optimise Your Profile – Make a Great First Impression

• Username: Ensure your username is consistent across all your social media platforms for easy brand recognition.

• Bio (80 Characters): Craft a clear and concise bio that highlights your brand's purpose and value proposition.

• Profile Photo: Use your brand logo for high recognition.

Pro Tip: Connect your social links. Include links to your website, TikTok, Instagram, YouTube, and Twitter profiles for a well-rounded presence.

Step 3: Explore and Follow Relevant Accounts

• For You Feed: Browse the ‘For You’ feed to discover content and creators relevant to your niche. Engage with content that resonates with your target audience.

• Following Feed: As you follow relevant accounts, this feed will become a hub for content tailored to your interests.

• Building Your Following: The more accounts you follow initially, the more likely you are to be discovered by potential followers.

Pro Tip: Build strong relationships with creators, social media influencers who are in the same genre as yours and can help propel your brand forward.

Step 4: Craft Engaging Content – Your Voice Matters

• Identify Your Topic: Choose a theme that aligns with your brand and interests your target audience.

• Create Eye-Catching Visuals: Utilise high-quality photos or videos to capture attention.

• Master the Editing Tools: Lemon8 offers a suite of editing tools – templates, image retouching, product tagging, text overlays, stickers, and cutouts – to create visually compelling content.

Pro Tip: Write informative and engaging captions. Go beyond basic descriptions; tell stories, offer insights, and connect with your audience. Utilise the "caption ideas" feature for inspiration.

Step 5: Be Social – Engagement is Key

• Comment and Like: Regularly interact with other users. Leave thoughtful comments on posts using a friendly and relatable tone. Like content that resonates with your target audience.

• Build Relationships: Engage with creators in your niche. Respond to comments and messages promptly.

• Consistency is Key: Set aside dedicated time daily to interact with other users, especially during the initial growth phase.

Pro Tip: Remember, authenticity, captivating visuals, and informative content are key to success.

By following these steps and actively engaging with the community, you can establish a strong presence on Lemon8 and connect with your target audience in a meaningful way. With a well-crafted strategy, you'll be well on your way to achieve your business goals.

The Money Question: Can You Earn On Lemon8?

One of the biggest questions surrounding Lemon8 is how creators will be able to turn their content into cold, hard cash. Here's a breakdown of the current situation and some potential future scenarios:

• Monetisation Still Under Wraps: As of now, Lemon8 hasn't officially rolled out any in-app monetisation features. This might explain why some established creators haven't jumped on the platform yet.

• Early Bird Advantage: Despite the lack of immediate financial rewards, some creators see Lemon8 as a potential goldmine. By establishing themselves early, they hope to gain a head start and leverage their audience once official monetisation options appear.

• The ByteDance Factor: Lemon8's connection to ByteDance, the parent company of TikTok, raises concerns for some marketers. The ongoing tensions between ByteDance and the US government might make them hesitant to invest heavily in the platform.

Looking Ahead: Potential Monetisation Avenues

While details are scarce, here are some possibilities for how creators might eventually earn money on Lemon8:

• Brand Partnerships: Similar to other social media platforms, partnering with relevant brands could be a lucrative option. Creators could promote products or services that align with their content and target audience.

• Affiliate Marketing: This could involve creators including affiliate links in their captions, allowing them to earn a commission whenever someone makes a purchase through those links.

• Direct Sales: For creators who sell their own products (like handcrafted goods or digital downloads), Lemon8 could offer a platform to showcase and sell directly to their audience.

• In-App Features (Future): Once monetisation is officially launched, Lemon8 might introduce features like sponsored posts, virtual gifting, or subscriptions, allowing creators to generate revenue directly through the app.

While the current lack of monetisation options might be a deterrent for some, Lemon8's potential for future growth is undeniable. Forward-thinking creators who establish themselves early could be well-positioned to reap the rewards once official monetisation strategies are implemented. Remember, the platform is still young, so keep an eye out for updates and announcements regarding creator monetisation in the future.

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At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of marketing strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Asian market.