As TikTok heads to courtroom on Monday to argue towards a U.S. ban, mum or dad firm ByteDance’s newer social app, Lemon8, is as soon as once more surging to the highest of the App Retailer within the U.S. The push is due, partially, to elevated promoting. Described by TikTok influencers as a cross between Pinterest and Instagram — or extra not too long ago, as “Pinterest on steroids” — the app had beforehand appeared within the App Retailer’s prime charts when a TikTok ban was being mentioned by U.S. lawmakers.
Seemingly poised to function a backup plan if TikTok have been to be faraway from the U.S. market — or divested from its Chinese language mum or dad firm — Lemon8 presents TikTok creators a brand new platform they may port their followers to within the occasion of a ban.
The app launched globally in 2020, however U.S. advert spend and influencer advertising started till final yr.
To realize its newest rating because the No. 10 app within the U.S. App Retailer as of earlier on Monday morning, ByteDance has once more invested in App Retailer promoting. In accordance with knowledge from app intelligence supplier Appfigures, Lemon8’s Beijing-based mum or dad firm over the previous few weeks has been working a “massive” Apple Search Advertisements marketing campaign that noticed the usage of 5,300 key phrases simply up to now week alone. This marketing campaign focused branded key phrases like TikTok, CapCut, Instagram, Canva, and others which have the largest share of advertiser impressions, the agency famous.
The corporate has additionally been working advertisements for Lemon8 that seem within the “For You” feed on TikTok, driving customers’ curiosity. Plus, TikTok creators are as soon as once more discussing the app on their very own profiles. A lot of these posts don’t disclose if the influencer is being paid to advertise the app, although they usually use comparable language to final yr’s marketing campaign, together with comparisons between Lemon8 and different social apps, like Instagram and Pinterest. One video from August reveals a creator unboxing a PR bundle containing Lemon8 mascot plushies.
Appfigures’ knowledge signifies that the app has been on the rise for a couple of weeks, due to the advertisements, however the newest soar is newer.
Lemon8 obtained 78,000 estimated downloads on Saturday, which is roughly 44% larger than its common over the previous couple of weeks, as an example. In complete, the app has seen 16 million world downloads this yr, with just a little beneath half (6.4 million) of these coming from the U.S., demonstrating the U.S. stays a key marketplace for the promoting push.
Downloads in different markets, just like the Philippines and Singapore, are actually on the decline, which might counsel ByteDance is transferring advert spend round to focus on completely different areas outdoors the U.S.
Lemon8’s development comes as arguments round TikTok’s future within the U.S. head into courtroom on Monday the place ByteDance will battle towards a ban, arguing that the regulation violates Individuals’ proper to free speech. The regulation, signed in April, was quickly blocked from going into impact by a lawsuit filed by ByteDance and TikTok in Might. As well as, the corporate will argue that the timeframe to divest the corporate within the case of a sale is just too quick since ByteDance doesn’t intend to promote its suggestion know-how as a part of any sale to a U.S. entity.
The Division of Justice, in the meantime, will argue that TikTok’s management by a Chinese language-owned firm might give Beijing entry to U.S. customers’ private data along with having the ability to use the app to affect public opinion.
