Whereas US senators debate whether or not or to not ban its fundamental app, TikTok proprietor ByteDance is already engaged on constructing its American presence, with its Instagram-like Lemon8 app now rising up the App Retailer charts.

Seems to be acquainted proper?

Lemon8, which is described as ‘a spot for younger creatives to share a range of content material’, sort of appears to be like like a cross between Instagram and Pinterest, with a give attention to merchandise, and highlighting content material from particular product classes, together with trend, make-up, meals, and journey.

The app has truly been accessible since 2020, and has been considerably well-liked in Asian nations. However now, it’s on the rise within the US as effectively, with Lemon8 reaching the high 10 for general app downloads over the past week.

Which, as TechCrunch notes, is uncommon:

“This can be a dramatic transfer for the little-known app and one which factors to paid consumer acquisition efforts powering this surge. Previous to yesterday, the Lemon8 app had by no means earlier than ranked within the High 200 Total Charts within the U.S.”

It appears, then, that ByteDance is seeking to increase Lemon8 within the American market – which might be an ill-timed transfer on its half.

However then once more, possibly they need to get in now earlier than a potential TikTok ban, as a way to have a back-up connection into the area. You’ll assume, at some stage, the Lemon8 would even be included inside the ban talks (if it’s not already), however possibly, by having a secondary platform that’s well-liked with US customers, that would cushion the blow of a potential TikTok ban indirectly.

Or it might amplify issues in regards to the Chinese language firm’s rising presence within the area. Both manner, ByteDance is clearly pushing to develop the app, which might ultimately see it turn out to be an even bigger consideration.

As Insider reported final month, ByteDance has truly been paying creators to submit to Lemon8, as a part of a broader plan to develop the platform.

“ByteDance has been paying creators within the UK to submit on the app in current weeks, three influencers advised Insider. One creator who had posted on the app shared documentation displaying they have been getting paid to submit on the platform, whereas two others shared emails they acquired from Lemon8 outlining the fee construction.”

These creators have shaped a minimum of a part of this new promotional push, with many sharing optimistic opinions of the app to TikTok, resulting in extra downloads of the app.

It’s potential, inside this context, that Lemon8 might additionally type a part of ByteDance’s plan to get creators paid, which has confirmed problematic on TikTok itself, as a result of problems of including advertisements into quick video clips.

Perhaps, by a Pinterest-style format, Lemon8 might turn out to be a showcase of influencer-recommended merchandise, for which these influencers might receives a commission a fee on gross sales generated by their posts.

It looks like a logical addition on this respect – however as famous, it might be ill-timed as soon as regulators get wind of its rising presence.

Both manner, it’s fascinating to notice this newest push on the app, and the way ByteDance is trying to make use of its US market presence to develop one other platform.

Might Lemon8 turn out to be a brand new platform for entrepreneurs to think about? Given the attain and affect of TikTok, that’s undoubtedly a chance, and it’ll be fascinating to see how the app grows within the coming months – if it avoids restrictions.