Foreigners don't buy it? The overseas version of Xiaohongshu is not popular in the United States

According to the latest report from foreign media, TikTok 's parent company ByteDance is trying to make its picture-based social media Lemon8 a big success in the United States, but the results do not seem to be satisfactory .

Lemon8 has only been downloaded about 2.6 million times in the U.S. since its launch there earlier this year , according to the latest data from app store data provider AppFigures.

Despite a fairly large-scale marketing campaign and many TikTok influencers recommending the app to their fans , such download figures are clearly not satisfactory .

In the first quarter of this year, influencers who recommended the app on TikTok began to flood the app with related posts, using words such as enthusiastic and positive to describe the lifestyle community and comparing the app to a combination of Pinterest and Instagram .

The app was launched in Japan in 2020, and then entered the Thai and Indonesian markets. However, it was not until April 2020 that the app gradually gained recognition from users , and the number of installations increased from less than 1,000 per month to 13,000.

According to AppFigures, the app hit a new all-time high of 292,000 monthly downloads in July 2021. As it continued to expand in 2022, it peaked again in July 2022 with 1.5 million downloads , bringing the total downloads for the year to 10.6 million .

This year, Lemon8 chose to quietly enter the US and UK markets. Some people speculate that ByteDance launched this app as an alternative to TikTok being banned in the United States.

However, it turns out that TikTok has not been completely banned by the US government. Data shows that Lemon8 currently ranks 70th on the US application rankings.

September 2023 was Lemon8's highest month for downloads in the U.S., at 525,000. Downloads, of course, are not equivalent to the number of active users. In comparison, TikTok had more than 150 million monthly active users in the U.S. as of March 2023.

Of course, it’s still possible that ByteDance could once again use TikTok to boost Lemon8’s popularity in the U.S. For example, product intelligence firm Watchful.ai discovered a few months ago that TikTok was developing a feature that would allow users to sync their Lemon8 posts with TikTok and then add sounds and music using TikTok’s editor.

According to market intelligence firm data.ai, at the time, Lemon8 had been downloaded about 25 million times worldwide, with the market with the highest total downloads being Japan (7.6 million times), followed by Thailand (6.5 million times) and the United States (2.6 million times).

Lemon8

USA