When life gives you [a precarious future for TikTok], create a new social media platform. Enter Lemon8.

What is Lemon8?

The app, considered a combination of Instagram and Pinterest, brands itself as “a content sharing platform for a youthful community.”

Like TikTok, Lemon8 is associated with ByteDance and works from the same hyper-relevant “recommendation engine” or algorithm. The feed offers polished images coupled with products and lifestyle content engaging to Gen Z.

What do marketers need to know?

First, it might be a good idea to claim your brand handle, because some early-adopting users have taken advantage of the currently low saturation to snatch up high-profile brand usernames.

The app is certainly worth some attention from marketers, gaining 6.3 million downloads worldwide in the last six months and surfacing at #1 in Apple’s Top 10. Monetization opportunities, however, seem underdeveloped as of yet.

While it’s too early to invest in activating this channel for many brands—and Lemon8’s association with the currently maligned ByteDance is noted—marketers should keep a pulse on the platform as curiosity and adoption grow.

Read the full download on Lemon8 at Digiday.

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ALDI’s France campaign is a modern Cinderella story: a feverish night out, a chance encounter, a whimsical urban quest to find the owner of a forgotten bedazzled sneaker, and a reunion at—you guessed it—ALDI.