Mastering Lemon8: A Singapore Marketer’s Strategic Guide

Social media welcomes yet another fresh contender that is emerging with significant momentum: Lemon8. Developed by ByteDance, the parent company of TikTok, Lemon8 has been gaining notable traction among younger audiences and digital content creators globally, including right here in Singapore.

If you’ve recently noticed a growing buzz around Lemon8, you’re not alone. With its curated aesthetic, creator-friendly tools, and AI-driven personalisation, Lemon8 offers businesses a unique opportunity to engage with digital-first consumers in a new, vibrant way. This rise has sparked the growth of lemon8 marketing in Singapore: a creative approach to social media marketing that focuses on authentic, aesthetic-driven engagement.

What is Lemon8?

Lemon8 – pronounced “Lemonade” – is a lifestyle content-sharing app that mixes the best of platforms like Instagram, Pinterest, and TikTok, from their aesthetics to their discovery and exploration experience. It was originally launched in Japan in 2020 under the name “Sharee”. After gaining traction, it was rebranded as Lemon8 and strategically expanded to other markets, including Southeast Asia. The app reached the top of the iOS App Store’s Lifestyle category in Singapore in January 2023, signalling its growing influence.

Positioned as a “lifestyle community,” Lemon8 allows users to post curated images and videos centred around niche interests such as fashion, beauty, food, travel, fitness, and home decor. It offers robust tools for editing, formatting, and writing detailed captions, catering to creators who want to dive deeper into storytelling and visual aesthetics than typical social media platforms allow.

ByteDance’s strategic play

Lemon8 represents ByteDance’s strategic response to the growing demand for more intimate, content-rich social platforms, particularly in response to the success of China’s Xiaohongshu (also known as “RED”). By positioning Lemon8 as a global alternative, ByteDance is aiming to replicate RED’s success in lifestyle e-commerce and community building in non-Chinese markets.

A key part of this growth strategy has involved onboarding influencers from TikTok, Instagram, and YouTube, encouraging them to repurpose or create fresh content specifically for the Lemon8 format. This influencer-first model has helped the app gain traction quickly, especially among early adopters and content creators seeking new platforms where they can stand out.

What makes Lemon8 unique?

Several distinctive features differentiate Lemon8 from its competitors:

1. Algorithm-powered personalisation

Powered by ByteDance’s advanced AI algorithms, Lemon8 delivers highly personalised content feeds. Upon onboarding, users select their interests, and the platform’s AI curates a feed tailored to those preferences. The algorithm continues to learn and adapt based on user engagement, ensuring that the experience remains fresh and relevant.

2. Hybrid platform aesthetic

As mentioned, Lemon8 combines elements of Instagram’s social sharing with Pinterest’s visual curation. Content is displayed in a grid-like feed and presented with well-designed visuals, stylised text, and long-form captions. Unlike TikTok’s vertical scrolling videos, Lemon8 supports a more static, scrapbook-like experience that prioritises presentation and depth over virality.

3. Content templates and design tools

A standout feature of Lemon8 is its built-in templates and content formatting options. These tools encourage creators to maintain a consistent and visually appealing aesthetic across their posts. Templates cater to various content categories, from fashion and food to wellness and productivity, offering inspiration and structural guidance for newcomers and seasoned creators alike.

4. Emphasis on user-generated content

Lemon8 thrives on organic, user-generated content (UGC). The platform encourages authenticity and community engagement, favouring aesthetic and informational posts over obvious advertisements. Unlike Instagram or TikTok, where paid partnerships are often the norm, Lemon8 values organic storytelling, making it a breath of fresh air for users weary of being constantly sold to.

Why Lemon8 matters for Singapore’s businesses

As Singapore continues to be a regional hub for digital innovation and influencer marketing, Lemon8 offers local businesses an exciting new avenue to reach digital-native consumers. Here’s how businesses can effectively leverage the platform:

1. Tap into niche communities

Lemon8’s user base is highly segmented into interest-specific communities. This enables brands to target audiences with precision, be it skincare enthusiasts, home decor lovers, or foodies. By tailoring content to these communities, businesses can build genuine engagement and foster loyal followings.

2. Partner with micro and nano influencers

Influencers are central to the Lemon8 ecosystem. Collaborating with local creators, especially micro-influencers with highly engaged followings, can amplify your reach in a way that feels organic and trustworthy. These creators often produce more relatable and informative content, which resonates strongly with Lemon8’s community-centric approach.

3. Create visually compelling, value-driven content

Given the platform’s visual and informative nature, content should be both aesthetically pleasing and rich in value. Think styling tips for clothing brands, skincare routines for beauty companies, or home decor tutorials for interior design services. Including templates, clear formatting, and practical insights will help posts gain visibility.

4. Utilise built-in feedback loops

Unlike platforms that focus solely on likes and comments, Lemon8 fosters a more engaged dialogue between creators and followers. Brands can take advantage of this by running interactive Q&A posts, polls, and feedback sessions. This not only encourages participation but also provides invaluable insights into customer preferences and expectations.

5. Experiment with different formats

Lemon8 supports a variety of content types, such as text, images, short videos, and carousel-style posts. Businesses can experiment with different combinations to see what best resonates with their audience. For instance, a beauty brand might post a visual tutorial followed by a breakdown of product benefits in the caption.

What brands should know before joining

At present, Lemon8 is primarily driven by user-generated content, with relatively few major brands establishing a formal presence. In fact, overtly promotional posts may be deprioritised if they don’t align with the platform’s community-first ethos. However, this should not discourage businesses from engaging.

To succeed, brands must embrace subtlety and authenticity. Instead of pushing hard-sell campaigns, they should focus on crafting content that educates, inspires, or entertains. Some industries that are particularly well-suited for Lemon8 include:

• Fashion & beauty: Apparel, skincare, and salons that can showcase product usage and styling ideas.
• Health & wellness: Gyms, yoga studios, and wellness coaches that can offer lifestyle tips and routines.
• Food & beverage: Cafes, restaurants, and health-conscious eateries with strong visual appeal.
• Home & decor: Furniture stores and interior designers who can share renovation ideas or styling guides.
• Arts & crafts: Handmade brands, DIY creators, and workshops that lend themselves to visual storytelling.
• Personal development: Life coaches, therapists, and productivity experts offering bite-sized insights.
• Travel & leisure: Boutique hotels, travel agencies, and activity providers showing immersive experiences.
• Finance & budgeting: Financial advisors and budgeting apps with smart, digestible advice.

Even if your business isn’t ready to post regularly on Lemon8, it’s still worth securing your handle and monitoring what’s trending in your niche.

Conclusion

Lemon8 represents an exciting frontier in the social media advertising space, particularly for Singaporean businesses aiming to engage younger, visually driven audiences. Its design-oriented tools, niche community focus, and content personalisation offer fertile ground for innovative brand storytelling.

As with any new platform, the key to success lies in understanding the culture and adapting to the environment. On Lemon8, that means prioritising authenticity, aesthetics, and value over hard selling. Businesses that can strike this balance will find themselves well-positioned to stand out in a space that’s still early in its growth but full of potential.