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As TikTokheads to courton Monday to indicate against a U.S. forbidding , parent company ByteDance ’s newer social app , Lemon8 , is once again surging to the top of the App Store in the U.S. The push is due , in part , to increase publicizing . Described by TikTok influencers as a crossing between Pinterest and Instagram — or more recently , as “ Pinterest on steroids ” — the app had previouslyappeared in the App Store ’s top chartswhen a TikTok ban was being discussed by U.S. lawmakers .
ostensibly poise to do as a backup plan if TikTok were to be take out from the U.S. market — or deprive from its Formosan parent company — Lemon8 offers TikTok Lord a new platform they could port their followers to in the event of a banning .
The app launch globally in 2020 , but U.S. ad spend and influencer marketing began last twelvemonth .
To achieve its latest ranking as the No . 10 app in the U.S. App Store as of earlier on Monday morn , ByteDance has again induct in App Store advertising . concord to data from app intelligence information providerAppfigures , Lemon8 ’s Beijing - base parent companionship over the past few weeks has been running a “ massive ” Apple Search Ads campaign that saw the use of 5,300 keywords just in the past workweek alone . This campaign targeted branded keywords like TikTok , CapCut , Instagram , Canva , and others that have the biggest portion of adman impressions , the house mention .
The company has also been go advert for Lemon8 that seem in the “ For You ” feed on TikTok , driving user ’ curiosity . Plus , TikTok creators are once again talk over the app on their own profile . Many of those posts do not disclose if the influencer is being pay to promote the app , though they often use like linguistic process tolast yr ’s campaign , including comparisons between Lemon8 and other societal apps , like Instagram and Pinterest . One videofrom August shows a Almighty unbox a PR package containing Lemon8 mascot plushies .
Downloads in other markets , like the Philippines and Singapore , are now on the decline , which could suggest ByteDance is moving advertizing spend around to aim dissimilar region outside the U.S.
Lemon8 ’s growth hail as arguments around TikTok ’s future in the U.S. head into royal court on Monday where ByteDance will fight against a proscription , fence that the law violates Americans ’ right wing to free speech . Thelaw , sign in April , was temporarily stuff from going into effect by a cause filed by ByteDance and TikTok in May . In addition , the company will contend that the time material body to divest the company in the casing of a sale is too brusk since ByteDance does n’t intend to betray its recommendation engineering as part of any sales agreement to a U.S. entity .
The Department of Justice , meanwhile , will fence that TikTok ’s control by a Chinese - owned company could give Beijing entree to U.S. drug user ’ personal information in increase to being capable to use the app to determine public opinion .
