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🍋 TikTok's Sister: Lemon8

(and how ByteDance advertises for it)

Growth Therapist

Apr 3, 2023

A TikTok twin is born.

ByteDance (the mother of TikTok) has a new app, everybody: Lemon8.

It is the stepdaughter of Pinterest & Instagram. Have a look:

I am interested in talking about Lemon8 today for a reason. Because it must be marketed by the TikTok team. And it must be carrying all the learnings they have.

No alt text provided for this image — Source: Play Store

To get a bit more idea of how the app works, read the popular customer reviews:

"So addicting, it's like Instagram but a blog version."

"Very informative; just imagine Pinterest and Instagram having a crossover but for beauty and fashion lovers."

In other words: Social Media, but more useful. 👼🏿

Tough competition ahead, tho.

Now.

How does the ByteDance team advertise this app?

Spoiler: They know their sh*t.

Let's start with their top ad in Japan on Meta.

Just like this one, they have 100s of images (and fewer videos than I would expect):

And these ads are head-to-head with each other in terms of impression share. In other words: No "heroine" creative in sight yet.

Here are their ads on Meta Japan:

Did you spot the sheer amount of carousels?

Okay, let's step back now and focus on what they show and why they show.

To me, they follow TikTok's footsteps here. (See my previous analysis on TikTok)

Let me elaborate:

There are no ads that formally introduce the app. These ads represent a great promise of what the potential user can expect in the app.

So what can we learn from it?

There are a ton of apps out there that talk about how their app functions and *not* what they offer in the app.

Once we think content is the best form of representation, we don't need to look too far. Just show your content.

And remember: To show the best potential of your app, you need the best ads. Don't ever settle down.

Hit like & subscribe. So I know you like it.

Until next time! 👋

PS. Nothing in this issue is written by ChatGPT or a ghost. It is entirely "organic" 🌱🐓. I like GPT, but I like spontaneity, imperfection, and inconsistency, too.