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There’s a new app for Gen-Zers, and it’s becoming more popular every day.
Lemon8, a new photo and video-sharing app that’s owned by TikTok’s parent company, ByteDance, has been installed 650,000 times in the U.S. in just the past week and a half, according to data shared with Axios from analytics firm Apptopia.
The app is currently sitting at the No. 2 spot in the Apple App Store for the top lifestyle apps. Lemon8 launched in the U.S. and U.K. in February 2023 after debuting in Japan in 2020, per Fast Company.

Image credit: Gabby Jones/Bloomberg via Getty Images The Lemon8 application on a smartphone.
According to Apptopia, Lemon8 has been downloaded 17 million times globally since its launch, but Japan remains its largest market making up 36.5% of its lifetime downloads.
However, the rise of Lemon8 follows controversy around its ByteDance parent company and national security concerns with the brand’s ties to China. TikTok, which is also owned by the same parent company, has been under scrutiny in the U.S., with several agencies even banning the app from government devices. (TikTok has 150 million users in the U.S. composed primarily of teens and young adults, per AP News.)
In March, CEO Shou Zi Chew testified to Congress, claiming all U.S. data is stored on data servers across the U.S. and Canada owned by software company Oracle.
RELATED: Why Is the U.S. Threatening to Ban TikTok? The Government Wants Chinese Owners to Sell Stakes
Lemon8 allows users to share videos and still photos. Its interface sort of looks like a combination of Instagram, TikTok, and Pinterest — with its ability to scroll through videos and photos and a focus on lifestyle content.
According to presentations Lemon8 shared with marketing agencies in January that were obtained by The New York Times, the app’s ideal creator is female, between the ages of 22 and 26, living in New York or Los Angeles, and focused on fashion and beauty.
Like Tiktok, the app features a “For You” column with personalized recommendations and a “Following” section that highlights accounts users may choose to follow. Additionally, the app allows people to create blog-like captions where people have the space to share tips, recipes, and more insights.
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While TikTok’s fate in the US hangs in the balance, TikTok’s owners, the Chinese-owned ByteDance are making moves to expand their American presence. This has led to the launch of Lemon8, a social media platform that is described as “a place for young creatives to share a diversity of content”.
So, it’s Instagram. And Pinterest. The main difference between the two there are vibes really. People who look forward to Coachella and Spring Break like they’re photoshoot opportunities above all else go to Instagram and people who want to start a commune and live off of the grid and grow veggies go to Pinterest.
So, where will Lemon8 land? Will it have such a well-formed identity? It might soon find itself with one, as app downloads are rising. Lately, the app has gone through a surge in uptakes despite being on the market since 2020. But maybe there’s more to it than a sudden virality.
As TechCrunch notes: “This is a dramatic move for the little-known app and one that points to paid user acquisition efforts powering this surge. Prior to yesterday, the Lemon8 app had never before ranked in the Top 200 Overall Charts in the U.S.”
As Insider reported last month: “ByteDance has been paying creators in the UK to post on the app in recent weeks, three influencers told Insider. One creator who had posted on the app shared documentation showing they were getting paid to post on the platform, while two others shared emails they received from Lemon8 outlining the payment structure.”
Maybe ByteDance is trying to shift its Western audience from one app to the other.
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