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A brand spanking new social media platform is in town, and it’s briefly deciding on up steam.

Lemon8 is owned via ByteDance, the China-based mother or father company that owns TikTok, and it’s had a buzzy debut inside the U.S.

It was at first offered in Japan in 2020 and become available inside the U.S. and UK in February 2023. Up to now month, it’s grow to be the 2nd most-downloaded way of life app inside the U.S. behind Pinterest.

Speaking of Pinterest…

Lemon8 is described as a Pinterest-Instagram hybrid. At its core, Lemon8 is a photo-sharing app designed to inspire consumers.

While consumers and creators had been vocal about their frustrations with Instagram and its unpredictable algorithm all over the remaining couple of years, are folks looking for the next Pinterest when they’ll however use the original?

During the most sensible of 2022, over 450 million full of life consumers were on Pinterest. No longer too shabby, although the shopper base is significantly smaller than the likes of YouTube (2.6 billion consumers), Instagram (2.3 billion consumers), and TikTok (1.6 billion consumers).

Although Pinterest has a smaller shopper base than other social channels, its consumers are most often happy with the platform. In fact, 80% of Pinterest customers really feel certain when using it. 9 out of 10 Pinterest consumers visit it as a “social media oasis,” and best 3 out of 10 social media consumers truly really feel that suggests about other platforms.

With that all over ideas, is a “new Pinterest” necessary when the original seems to be doing a good process of keeping up its consumers happy? It all comes all of the approach right down to how the app is used.

While Pinterest consumers are most often happy with the platform, they essentially use it as a visual search engine.

Many Pinterest consumers turn to the platform after they’re looking for inspiration related to a selected subject — possibly a recipe using a certain component, or tactics to style a garments products.  They hop on, to search out what they’re taking a look for, and hop off. While it’s great for inspiring purchases, it doesn’t have the addicting factor that platforms like TikTok or Instagram have.

That’s where Lemon8 is to be had in.

Image Provide: Lemon8

I downloaded the app to learn additional about its capacity and to see what kind of content material subject material is available on it (you understand, vital investigative journalism). I was briefly sucked into the beautiful content material subject material that aligned eerily close with my interests.

Essentially, using Lemon8 is like having the TikTok algorithm serve you the inspirational content material subject material of Pinterest formatted like an Instagram put up. The primary feed is similar to the Pinterest space internet web page, alternatively the posts are reminiscent of Instagram carousels.

Where did Lemon8 come from, and why is everyone talking about it?

If it looked like rapidly everyone on your TikTok For You Internet web page was talking about Lemon8, that’s on account of they have got been.

In line with The New York Instances, ByteDance enlisted micro-creators from other platforms to begin out posting on Lemon8. Naturally, creators who’re determined to grow to be early adopters on a brand spanking new platform would need to percentage their new social media precise assets with their provide fanatics on other platforms. Whether or not or no longer or now not they’ve been compensated to do so has been speculated, alternatively hasn’t been confirmed. 

Taking a look at the initial wisdom, the grassroots means appears to be environment friendly. Since launching inside the U.S. in February, Lemon8 has garnered over 17 million downloads inside the app store.

How must marketers be taking a look at Lemon8?

In recent times, Lemon8 is intently user-generated content material subject material focused, and not using a number one producers maintaining a notable presence on the app. Although it’s simply a topic of time previous to additional producers get started hopping on board.

If your company isn’t ready to start out growing Lemon8-specific content material subject material, it’s surely worth getting on the platform to secure your deal with and see what’s trending on your house of pastime — specifically for those inside the taste, wellness, and foods industries.

It’s moreover worth noting the user-generated truly really feel of the platform could be a massive part of what’s attracting new consumers. On platforms identical to Instagram and TikTok where influencer promoting is to be expected, consumers can incessantly truly really feel ceaselessly presented to. The authenticity of the herbal content material subject material on Lemon8 is usually a breath of clean air compared to the constant motion of #sponsored content material subject material on other platforms.

With this in ideas, producers taking a look to establish a presence on Lemon8 can benefit from having a healthy mix of herbal, user-generated, and promotional content material subject material to steer clear of fatiguing their audiences.

Is Lemon8 worth investing in?

As with each and every new platform, there are reliable problems over Lemon8’s longevity and whether or not or no longer it’s worth investing in.

On account of Lemon8 is also owned via ByteDance, it would face the an identical scrutiny as TikTok over questions of safety. With the long run usage of ByteDance-owned apps in political limbo, if a TikTok ban were to occur, consumers inside the U.S. could also be barred from Lemon8.

Moreover, while some social media platforms emerge with a touch, the joys can briefly fade. In recent years, apps like Clubhouse and BeReal showed promising enlargement alternatively didn’t clutch the attention of audiences long-term.

While it’s a good idea for marketers to have a basic level of understanding of new platforms that have captured the attention of audiences, best time will tell if Lemon8 is able to turn social media lemons into lemonade.

Elsewhere in Promoting

The latest promoting data and method insights.

Meta making a living: In Q1, Meta reported a 3% income building up after 3 straight away quarters of declining source of revenue.

Switch over Twitter: Meta’s text-based app Barcelona is vying to be an selection to the chook app.

For the AI-overwhelmed: Jasper’s VP of Promoting breaks down tips on how to combine AI into your promoting personnel’s workflow.

On building: how marketers can use social media developments to get in front of new consumers.

Speaking of tendencies… HubSpot merely introduced the State of Social Media 2023, which choices insights from over 1,000 social media marketers.

Moolah-la: the writer monetary device is predicted to achieve $500 billion through 2027.

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