Lemon8, a social media app from TikTok’s parent company ByteDance, has failed to gain traction in the US despite a marketing push by the company. The app, which is similar to Instagram, has only seen around 2.6 million total US downloads since its launch in September 2022.
Some experts believe that ByteDance was developing Lemon8 as a backup plan in case TikTok was banned in the US. However, TikTok has not been banned, and Lemon8 remains a relatively niche app.
There are a few possible reasons for Lemon8’s failure to gain traction in the US. One possibility is that the app is simply too similar to Instagram. Instagram is already well-established in the US, and it has a large user base. Lemon8 would need to offer something unique in order to compete with Instagram.
Another possibility is that Lemon8’s marketing campaign has not been effective. ByteDance has reportedly spent millions of dollars on marketing Lemon8, but the app has still failed to gain traction. This suggests that the company’s marketing campaign is not resonating with US consumers.
Finally, it is also possible that Lemon8 is simply not a good fit for the US market. The app is focused on lifestyle content, such as fashion, beauty, and food. This type of content may be more popular in other markets, such as Asia, but it may not be as popular in the US.
It is clear that Lemon8 has failed to meet ByteDance’s expectations in the US. The company has invested heavily in the app, but it has not been able to gain traction. It remains to be seen whether ByteDance will continue to invest in Lemon8, or whether the company will eventually abandon the app.