When life hands you Pinterest, Instagram and TikTok, you make Lemon8. Launched in Japan in 2020, this up-and-coming app recently landed in U.S. app stores and is quickly gaining popularity. 

What Is It? 
As lawmakers discuss banning TikTok, the short-form video app’s owner, ByteDance, began promoting Lemon8 to consumers in the U.S. Lemon8 features both static and video content and resembles a mix of all your favorite social platforms including Instagram, Pinterest, and TikTok.​  

While the app first launched in Japan in April 2020, it is quickly gaining popularity in the U.S. and U.K. markets since being introduced in early 2023. As of March 29, Lemon8 reached the top 10 for overall app downloads for that week. Overall downloads are up to 17.3 million since Lemon8 first launched, with nearly one-quarter of those downloads happening just this year. 

As described in the IOS app store, Lemon8 is striving to be known as the home to a youthful community where users can discover authentic and diverse content. Like TikTok, Lemon8 has a “For You” section where users can view recommended content based on their personal likes and views. How it varies from TikTok is that you can post images, and it caters to a younger female audience with more lifestyle-focused content. 

How does it work? 
When opening the app, you will be brought directly to the “For You” page, where posts are listed in rows of two. These showcase the cover photo of the post and a title written underneath it, letting you know what the post is about.  

Next to the “For You” tab is the “Following” tab, where you can see the posts from the users that you follow. This page is laid out in a style similar to Instagram, as you can scroll through posts one at a time.  

When you click on a post on the “For You” page or scroll to the “Following” tab, you can swipe through all of the photos and videos that the user has included in the post similar to an Instagram carousel. You can also read through the captions that serve as Pinterest-like descriptions. Users are also welcome to scroll through the topics bar under the “Following” and “For You” tabs listing categories such as fashion, beauty, food, wellness, travel, and home. 

At the bottom of the screen, Lemon8 users can find the home button, which takes you to the “For You” and “Following” tab; the search function to search “editor’s picks,” hashtags, and trending users; the post button located in the middle; the notification center; and their profile. 

When you go to post… 
There are a few things to keep in mind when posting on Lemon8. Keeping it short and sweet is a thing of the past – captions with at least 150 words seem to be the sweet spot, and from our experience, there is currently no character limit. The posting format is very similar to that of TikTok, making it a familiar task. You can add your caption, a catchy headline, hashtags, location and a cover photo.  

Keywords and hashtags are important to reach appropriate niche audiences, but location is key when posting. Make sure to include your location as this helps lead to more traction in the app. Before posting, be sure to check your discovery page, which features trending hashtags. For a bigger boost, incorporate these into your content.  

Posts can have a maximum of 10 images or videos. However, Lemon8 gives you the option to turn selected images into a collage, allowing it to take one image spot in the carousel. Lemon8 users have opted to include text in most images of their post, which include trendy fonts and layouts. This text is often used to describe the photo, including what is happening in the image, the brands the user is wearing, the restaurant where it was taken, and more. 

Key Niches: 
By now, it’s easy to notice that Lemon8 appeals to a feminine aesthetic, not only with its yellow lemon logo, but with the content itself. Some top niches we’re seeing now include: 

  • Workout routines
  • Spring nail inspiration
  • Outfit of the days
  • Fun new recipes to try

While this isn’t going to show on everyone’s “For You” page, topics of a similar caliber are taking precedence at present. If you like to post this type of content, we suggest getting in on the ground floor before this app really takes off! 

How are influencers using the space? 
Haven’t downloaded the app yet? You may need to if you want to see your favorite TikTok and Instagram influencers posting new content. From micro to mega, influencers of all following sizes are being asked to promote Lemon8 and follow certain posting guidelines: 

  • 10 posts per month
  • Captions with at least 150 words
  • 1 carousel between three and 10 photos

Following these criteria might be the way to go to be successful on the app. Influencers are also promoting the app on TikTok, all with similar messaging, causing suspicion among users. Some believe this is a backup in case TikTok gets banned, while other think it’s designed to compete with other lifestyle apps like Pinterest and Red, which is popular among young people in China. As the app continues to grow, this gives ammunition to U.S. lawmakers, who are already concerned about ByteDance’s influence in the U.S. 

In terms of brands hopping on to this platform, advertising capability is on the way. The app is currently hiring a Monetization Product Operations role to kick-off their ads platform.

While this app is relatively new to the U.S., it has the potential to be a key player in the social space. Whether for brand awareness or just for fun, creating a Lemon8 account should be your next step to stay ahead of the curve. Life just may be sweeter when you download Lemon8.