- ByteDance is promoting the lifestyle app Lemon8 through new influencer campaigns like “100 Bucket List Ideas”.
- It saw 160% more global downloads in late 2023, now 3rd for US lifestyle apps.
- ByteDance uses creators to extend its reach beyond TikTok with lifestyle community Lemon8.
ByteDance is doubling down on promoting Lemon8, its Pinterest-like lifestyle app, through a series of new influencer marketing campaigns.
According to three sources, the latest promotion focuses on Lemon8’s new “100 Bucket List Ideas” feature, which allows users to track experiences and life goals.
Influencer content
Influencers were asked to create TikTok videos showcasing items from their Lemon8 bucket list, such as attending a music festival, stargazing, or having a spa day.
The brief also suggested ideas like “bucket list fails” to engage followers. Videos incorporated Lemon8 link-out buttons to drive app downloads.
Lemon8’s growth
This builds on previous Lemon8 influencer campaigns, like one in late 2023, highlighting the app’s positive journaling feature. A ByteDance spokesperson said these features aim to foster content creation and community.
The sustained marketing push has driven significant growth for Lemon8, which brands itself as a “lifestyle community” focused on image sharing. Lemon8 saw 160% more downloads globally in the second half of 2023 compared to the first half, totaling around 15 million, per Data.ai. It has risen to 3rd among US lifestyle apps.
ByteDance and creators are diversifying to new platforms like Lemon8. Alongside editing app CapCut, Lemon8 rounds out ByteDance’s expanding portfolio as it tries to replicate TikTok’s success.
