Lemon8: A zesty brand opportunity or just a sour lemon?

In social media, trends can make or break a brand’s connection with its audience. Enter Lemon8 – a fresh app from ByteDance, the creators of TikTok. Focused on lifestyle content and visual storytelling, Lemon8 has attracted a fair amount of buzz. But is it the right platform to add zest to your brand? Let’s find out.

 

What is Lemon8?

Lemon8, launched by ByteDance in March 2020, is a social media app that blends elements of Instagram and Pinterest, focusing on lifestyle content categories like fashion, beauty, food, wellness, and travel. Often described as a cross between Pinterest and Instagram, it’s also been compared to Xiaohongshu – China’s ‘lifestyle bible’ known for its curated, high-quality content and trusted recommendations in fashion, beauty, and more. Unlike TikTok, which thrives on short-form videos, Lemon8 emphasises polished, visually appealing photos and long-form content, making it a distinctive platform for influencers and brands to engage with a style-conscious audience.

 

How does Lemon8 work?

The app operates on a feed-based system where users can explore content from both followed creators and personalised recommendations. It’s divided into categories, allowing users to hone in on their interests – whether it’s fashion, food, or wellness. For brands, this structure offers a chance to create visually striking, category-specific content that matches the platform’s aesthetic. Some describe Lemon8 as combining Pinterest’s inspiration with TikTok’s algorithm, all presented in Instagram-style posts.

Lemon8 also boasts a range of creative tools – filters, text overlays, and stickers – that help brands craft posts that are both engaging and on-brand. Its discovery feature – using the same engine as TikTok – is particularly valuable, helping content reach users actively searching for content in specific niches.

 

Is Lemon8 right for your brand?

Lemon8’s emphasis on visual and lifestyle content makes it an ideal platform for brands in sectors like fashion, beauty, travel, and wellness. If your brand thrives on visual storytelling and appeals to a younger, trend-conscious audience, Lemon8 might be a good fit. However, if your brand operates in less visually driven industries – such as finance or logistics – Lemon8 may not be the best platform for your marketing efforts.

That said, even brands with strong visual identities should weigh the potential challenges. For example, Lemon8 doesn’t allow external links in posts, which could limit direct traffic to your website. Also, some users have reported declining engagement on the platform already, raising questions about its long-term viability. Still, for brands willing to experiment, Lemon8 offers a fresh, creative way to engage with audiences, especially in markets where it’s gaining traction.

 

Where is Lemon8 most relevant?

Lemon8 has seen rapid growth in Asia, particularly in countries like Japan, Indonesia, and Thailand, where it resonates with Gen Z and Millennial audiences. It’s also made some inroads in the US and other Western markets. For brands with an international focus, Lemon8 offers an opportunity to connect with consumers in these regions.

However, in markets like the UK and Europe, Lemon8 is still in its early stages, and the audience size doesn’t yet justify significant investment. This is where Oban’s Local In-Market Experts (LIMEs) can be invaluable. Our LIMEs can help you determine whether Lemon8 is right for your brand in specific markets, helping you tailor your strategy to local preferences.

 

Potential risks and controversies

No discussion of a ByteDance app is complete without addressing the potential regulatory challenges. Like TikTok, Lemon8 is under scrutiny in the US and other countries due to concerns about data privacy and its connections to China. Brands need to consider these risks when deciding whether to join the platform. Additionally, Lemon8 has faced criticism for promoting overly curated and idealised lifestyles, which some users find exhausting and inauthentic.

 

Tips for getting started on Lemon8

If you decide Lemon8 is worth exploring, here are some tips to help you get started:

1. Research your audience: Ensure Lemon8’s user base aligns with your target demographics. Oban’s LIMEs can provide insights into how your audience in different regions engages with the platform.

2. Focus on quality content: Lemon8 is all about aesthetics. Invest in high-quality imagery and consider collaborating with influencers who already have a following on the platform.

3. Engage creatively: Use Lemon8’s creative tools to make your posts stand out. Whether through unique filters or creative text overlays, your content should be both engaging and on-brand.

4. Monitor trends: Lemon8 is still evolving, and trends can shift quickly. Keep an eye on what’s popular to keep your content relevant.

 

So… fresh new player or passing trend?

Lemon8 is still evolving, with its full potential yet to be realised. While its user base is much smaller than giants like Instagram and TikTok, it presents an opportunity for lifestyle brands to connect with a visually driven audience in certain regions. However, history shows that social media platforms can face challenges in achieving long-term success – think of Clubhouse and BeReal, which have struggled to maintain their initial momentum.

Balancing early adoption with caution is essential. Brands might find it wise to monitor Lemon8’s growth and secure their usernames while evaluating its long-term value before committing significant resources.

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Depending on your target markets, Oban’s Local In-Market Experts can help you decide whether Lemon8 is the right platform for your brand. Whether you’re looking to explore new platforms or expand internationally, we’re here to help. To find out how, please get in touch.

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Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.