By this point, it’s likely you’ve heard of Lemon8. This app has been everywhere (although, spoiler alert: not in Canada), and it has everything to do with the recent TikTok controversy in North America. Wondering what it is, who it’s for, and if you should invest your time on yet another app? Keep reading for the tea on everything Lemon8.

What is Lemon8?

Described as OG Instagram meets Pinterest, Lemon8 is a photo and video sharing app that encourages content curation and creativity. Owned by TikTok’s parenting company, ByteDance, this app has been growing rapidly across the US, as the future of TikTok in the US continues to be debated.

How does it work?

Similar to TikTok, you can browse content by category, and, similar to TikTok, it also curates Explore Pages (‘For You’) pages for each user, based on similar algorithms to its sister-app. Users can easily upload and/or capture their content, then add text, stickers and music before hitting publish.

Who’s the target audience?

This app is designed for content creators, opening the door for a strong influencer marketing platform. It’s also geared towards Gen-Z, or those in their 20’s. With that said, TikTok has proven overtime to be for more than just Gen-Z, and it wouldn’t be surprising to see Lemon8 adopted across other age groups as well. 

What kind of content does it support?

Across the app, there is a heavy emphasis on lifestyle content, with content falling into specific categories such as fashion, beauty, food, wellness, and travel. Long-form text is encouraged, with captions being a place to share tips, guides, recipes, and the nitty gritty details that may feel like overkill on other social sharing sites. Think Pinterest when it comes to crafting your captions and think OG insta of perfectly curated feeds and aesthetic imagery when creating your photos/videos.

In a nutshell, compared to TikTok, and even Instagram as of late, Lemon8 is much more curated and specific; it’s less a place for sharing personal stories and random musings and more a place for purposefully inspiring others. Photos are also currently more popular than video. 

Where is it available?

Unfortunately, it’s currently only available in the US. The app quietly launched in March, with the official launch expected in May. Downloads continue to roll in as popularity rises, with many influencers jumping into the space. 

Should you be on it?

If you are a brand in the lifestyle space, a creator, influencer, or just someone who loves social apps for staying in the know and on top of the latest trends, then yes, we would recommend dipping your toe into Lemon8. It’s growth and quick popularity (becoming the #1 lifestyle app available on the App Store) are intriguing. While it’s too early to say for certain what kind of monetization and hold it could have in the future, right now is a great opportunity to learn the app and discover what works for you!