Lemon8 Is Currently the Fastest-Growing Social Media Platform: What Marketers Need to Know

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. A new social media platform is in town, and it’s quickly picking up steam. Lemon8 is owned by ByteDance, the China-based parent company that owns TikTok, and it’s had a buzzy debut in the U.S. It was originally launched in Japan in 2020 and became available in the U.S. and UK in February 2023. In the past month, it’s become the second most-downloaded lifestyle app in the U.S. behind Pinterest. Speaking of Pinterest… Lemon8 is described as a Pinterest-Instagram hybrid. At its core, Lemon8 is a photo-sharing app designed to inspire users. While users and creators have been vocal about their frustrations with Instagram and its unpredictable algorithm over the past couple of years, are people looking for the next Pinterest when they could still use the original? By the end of 2022, over 450 million active users were on Pinterest. Not too shabby, though the user base is significantly smaller than the likes of YouTube (2.6 billion users), Instagram (2.3 billion users), and TikTok (1.6 billion users). Though Pinterest has a smaller user base than other social channels, its users are generally happy with the platform. In fact, 80% of Pinterest users feel positive when using it. Nine out of 10 Pinterest users refer to it as a “social media oasis,” and only three out of 10 social media users feel that way about other platforms. With that in mind, is a “new Pinterest” necessary when the original seems to be doing a good job of keeping its users happy? It all comes down to how the app is used. While Pinterest users are generally happy with the platform, they essentially use it as a visual search engine. Many Pinterest users turn to the platform when they’re looking for inspiration related to a specific topic — perhaps a recipe using a certain ingredient, or ways to style a clothing item.  They hop on, find what they’re looking for, and hop off. While it’s great for inspiring purchases, it doesn’t have the addicting factor that platforms like TikTok or Instagram have. That’s where Lemon8 comes in. Image Source: Lemon8 I downloaded the app to learn more about its functionality and to see what kind of content is available on it (you know, serious investigative journalism). I was quickly sucked into the beautiful content that aligned eerily close with my interests. Essentially, using Lemon8 is like having the TikTok algorithm serve you the inspirational content of Pinterest formatted like an Instagram post. The main feed is similar to the Pinterest home page, but the posts are reminiscent of Instagram carousels. Where did Lemon8 come from, and why is everyone talking about it? If it seemed like all of a sudden everyone on your TikTok For You Page was talking about Lemon8,

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