Is Lemon8's Juice Worth the Squeeze for CPG Brands?

Have you heard about Lemon8? The newest social media platform has been making waves in the digital world. With its impressive growth and focus on short-form video content, it's no surprise that many CPG brands are considering jumping on the Lemon8 bandwagon.

So what are the strengths of Lemon8 that make it attractive to CPG brands?

For one, it has the buzz, especially with younger demographics.  Since its US launch in February 2023, it's become the second most downloaded lifestyle app, according to Hubspot. This is particularly appealing for brands that target younger demographics, who are more likely to make purchasing decisions based on social media recommendations.

Another strength of Lemon8 is its focus on short-form video content. TikTok parent company ByteDance owns Lemon8, so it's no surprise its design makes it easy for users to create high-quality, engaging, shareable, and visually appealing videos. This focus on video content makes Lemon8 an excellent platform for brands that want to showcase their products in a visually compelling way.

And finally, it's a bit of an untapped resource for official brand presence right now.  Currently, there are no paid ad capabilities on the platform, and there are very few official brand accounts.  Early adopters could leverage this time to get established now and find their groove with users.

However, it's not all sunshine and rainbows on Lemon8. One of the platform's potential weaknesses is its lack of maturity compared to more established platforms like Facebook and Instagram. As a newer platform, Lemon8 still has some work to do to be a place for brands to find customers, including adding advertising capabilities.

"There’s always a 'fastest growing social app' that ends up in the graveyard," says BOLD VP of Performance Media Sean Cuthbertson.  

And with TikTok under tons of scrutiny and facing potential bans in the US, a sister app like Lemon8 could be over before it really even gets going.  

"Considering TikTok's on the chopping block because of ByteDance, it may not have the chance to blow up here in the States," says Cuthbertson.  

So, should CPG brands be keeping an eye on Lemon8? The answer is yes but with some caveats. While the platform has a lot of potential, it's still in its early stages and has some growing to do. Brands that value authenticity and visual content should consider leveraging Lemon8's strengths, but those that prefer a more polished look may want to hold off for now.