As US lawmakers debate whether to ban TikTok nationwide, its Chinese parent company, ByteDance, has been promoting its Instagram-like app to American social media users. According to the New York Post, ByteDance is paying TikTok influencers to promote Lemon8, an Instagram clone designed to generate buzz and engagement.
One influencer told The Post that shortly after the House passed the bill to ban the popular video platform, she was offered $200 to post a video promoting Lemon8 on TikTok. Another TikTok influencer with 362,700 followers has revealed that she is collaborating with ByteDance to grow her Lemon8 following, which currently stands at 66 followers. Several other TikTok influencers have shared videos promoting Lemon8 with a link to download the app. Notably, efforts to promote the new app have been underway since last year.
The push comes as the US House of Representatives recently passed legislation requiring TikTok to divest from its Chinese owner or face a ban in the United States. The legislation appears to be a major setback for the video-sharing app, which has grown in popularity around the world.
What is Lemon8?
According to the Washington Post, Lemon8 describes itself as a ”lifestyle community” that functions similarly to Pinterest and Instagram. The photo-based app allows users to post, save, and share images and text in a variety of categories including fashion, food, beauty, wellness, and travel.
Lemon8’s main feed, like TikTok’s, includes a “following” section where users can see content from creators they follow, as well as a “For You” section where posts are recommended.
It debuted in Japan in 2020 and has since expanded to include Vietnam, Malaysia, Thailand, and Singapore. It was introduced in the United States in February 2023, and there are currently over 4.25 million active users.
The app’s Play Store description reads, ‘Lemon8 is THE destination for sharing and exploring. On Lemon8, photo and video content are refreshing, diverse, and informative. Whether you’re a fashion enthusiast, beauty lover or looking for a food recipe, or travel itinerary, there’s something for everyone on Lemon8. All you have to do is browse, record and engage with what you like, and you’ll find personalized content just for you.”
ByteDance has skyrocketed in recent years, becoming one of the world’s most valuable companies, worth approximately $225 billion. TikTok was launched by ByteDance in 2017, and it quickly became popular, with over a billion users in just four years.
ByteDance has expanded into e-commerce and travel bookings, as well as releasing a video editing app, as a result of its rapid app growth. The Chinese company claims to have more than 150,000 employees in nearly 120 cities around the world. Bloomberg reported in December that ByteDance’s sales would exceed $110 billion in 2023, surpassing Chinese tech giant Tencent’s estimated revenues that year.