TikTok ban and ByteDance’s reaction
Lemon8’s rise comes at a time when TikTok is facing massive legal problems in the US. In April 2024, President Biden signed a law that required ByteDance to either sell TikTok to a non-Chinese company by January 2025 or face a ban in the US; concerns about TikTok’s data security stem from previous allegations that the app could potentially share user data with the Chinese government. ByteDance has subsequently decided to take legal action against this law and recently faced an appeals court to to fight against the impending banInsiders report that ByteDance is more willing to shut down TikTok in the US than sell the app. In this context, Lemon8 could serve as a strategic hedge to maintain ByteDance’s presence in the US. However, it is unclear whether ByteDance will be allowed to make apps like CapCut and Lemon8 available in the US if TikTok is actually banned. In addition, it must be evaluated in the wake of the US elections whether the law will continue to apply
TikTok:
Better shutdown than sale in the USA
A new platform for creators: Lemon8 as an alternative to TikTok
Lemon8 not only provides a platform for creative content, but also opens up new monetization opportunities for creators. While many careers have been built on TikTok, a possible ban on the app in the US poses a threat to numerous creators. ByteDance is therefore relying on Lemon8 to offer affected users a new platform. The company is currently experimenting with various incentives to encourage engagement on the platform. In the app itself, for example, rewards are given for writing comments to increase interaction rates. The app is also pushed outside of the app through referral marketing by creators. Most recently, as part of a broader plan to expand the platform, ByteDance paid creators to post more content on Lemon8. Business Insider writes:
ByteDance has been paying creators in the UK to post on the app in recent weeks, three influencers told Insider. One creator who had posted on the app shared documentation showing they were getting paid to post on the platform, while two others shared emails they received from Lemon8 outlining the payment structure.
Outlook: Lemon8’s role in the US market
It remains to be seen whether Lemon8 can replace TikTok in the long term. However, with the app’s successful placement in the App Store charts, ByteDance shows that it is prepared for possible market changes. Lemon8 offers interesting new approaches for creators and is becoming increasingly attractive through the continuous expansion of monetization options. Lemon8 could therefore play an important role in ByteDance’s future strategy, especially in view of the growing uncertainty about TikTok’s future in the US market. Lemon8 is currently showing its potential with around 16 million downloads worldwide in 2024. In the US alone, the number of downloads increased by 78,000 in one day due to the latest campaign, which is well above the normal average. However, compared to giants such as TikTok and Instagram, which have hundreds of millions of users worldwide, the app remains comparatively small.
Mix of Instagram and Pinterest:
This is Lemon8 from TikTok group ByteDance
Source: onlinemarketing.de
