Whereas US senators debate whether or not to ban its main app, TikTok proprietor ByteDance is already engaged on constructing its American presence, with its Instagram-like Lemon8 app now rising up the App Retailer charts.
Appears to be like acquainted proper?
Lemon8, which is described as ‘a spot for younger creatives to share a range of content material’, sort of seems to be like a cross between Instagram and Pinterest, with a deal with merchandise, and highlighting content material from particular product classes, together with vogue, make-up, meals, and journey.
The app has really been obtainable since 2020, and has been considerably in style in Asian nations. However now, it’s on the rise within the US as properly, with Lemon8 reaching the prime 10 for total app downloads over the past week.
Which, as TechCrunch notes, is uncommon:
“This can be a dramatic transfer for the little-known app and one which factors to paid consumer acquisition efforts powering this surge. Previous to yesterday, the Lemon8 app had by no means earlier than ranked within the Prime 200 Total Charts within the U.S.”
It appears, then, that ByteDance is trying to increase Lemon8 within the American market – which may very well be an ill-timed transfer on its half.
However then once more, possibly they need to get in now earlier than a potential TikTok ban, with a purpose to have a back-up connection into the area. You’d assume, at some stage, the Lemon8 would even be included inside the ban talks (if it’s not already), however possibly, by having a secondary platform that’s in style with US customers, that would cushion the blow of a potential TikTok ban ultimately.
Or it might amplify considerations in regards to the Chinese language firm’s rising presence within the area. Both approach, ByteDance is clearly pushing to develop the app, which might ultimately see it grow to be a much bigger consideration.
As Insider reported final month, ByteDance has really been paying creators to submit to Lemon8, as a part of a broader plan to develop the platform.
“ByteDance has been paying creators within the UK to submit on the app in latest weeks, three influencers advised Insider. One creator who had posted on the app shared documentation displaying they have been getting paid to submit on the platform, whereas two others shared emails they acquired from Lemon8 outlining the cost construction.”
These creators have shaped at the very least a part of this new promotional push, with many sharing optimistic critiques of the app to TikTok, resulting in extra downloads of the app.
It’s potential, inside this context, that Lemon8 might additionally kind a part of ByteDance’s plan to get creators paid, which has confirmed problematic on TikTok itself, as a result of problems of including adverts into quick video clips.
Possibly, via a Pinterest-style format, Lemon8 might grow to be a showcase of influencer-recommended merchandise, for which these influencers might receives a commission a fee on gross sales generated by their posts.
It looks as if a logical addition on this respect – however as famous, it may very well be ill-timed as soon as regulators get wind of its rising presence.
Both approach, it’s fascinating to notice this newest push on the app, and the way ByteDance is wanting to make use of its US market presence to develop one other platform.
May Lemon8 grow to be a brand new platform for entrepreneurs to think about? Given the attain and affect of TikTok, that’s positively a risk, and it’ll be fascinating to see how the app grows within the coming months – if it avoids restrictions.