The news: Downloads of ByteDance-owned Lemon8 are soaring in the US as TikTok faces increasing regulatory scrutiny in the country and around the world.
Why it matters: In the face of a potential US ban of TikTok, Lemon8 is ByteDance’s backup plan to stay relevant in the US.
Yes, but: Lemon8’s growth trajectory is unlikely to match that of TikTok. For context, TikTok was downloaded an average of 242,700 times per day in the US in 2020, per Insider Intelligence calculations based on Apptopia data.
Plus: Lemon8 isn’t TikTok.
The big picture: Lemon8 is buzzy right now because of its connection to TikTok, and its early growth is more evidence of the popularity of Chinese apps among US users. But its staying power is yet to be determined. And, if Lemon8 truly takes off, its fate is likely to be as much at risk as TikTok’s.
Go further: Read our report, TikTok Bans Are Spreading Worldwide, to learn what marketers can do as regulatory scrutiny on TikTok intensifies.
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