Lemon8=“美版小红书”？
它能复刻Tiktok的成功吗？
全文共 1967字 阅读约需 6分钟
就在许多美国议员讨论TikTok禁令时，其母公司字节跳动旗下的另一款应用——Lemon8正掀起波澜。它现在是苹果App Store中下载量最高的生活方式类应用之一，在Google Play store中的下载量也超过500万次。
While many US lawmakers discuss a TikTok ban, another app, owned by the embattled platform's parent company ByteDance, is making waves. Lemon8 is one of the most downloaded lifestyle apps in Apple's App Store and has over 5 million downloads in the Google Play store.
· Lemon8是什么·
事实上，这款美国用户眼中的“新鲜事物”并不是一款新应用。它最初于2020年在日本上线（当时叫sharee），2021年才更名为Lemon8。名字中的”Lemon”来源于“Lemonade（柠檬汽水）”，意为像柠檬水一样分享新鲜的事物；“8”则是“∞（无穷大）“的变体，寓意种草无限、乐趣无穷。
Lemon8是一个视频和照片分享平台，内容被分为六大主题：时尚、美妆、美食、健身、旅游和居家。
Lemon8 is a video- and photo-sharing platform. Its content is split into six topic tabs -- Fashion, Beauty, Food, Wellness, Travel and Home.
点击屏幕顶部对应主题的标签，系统就会给你推送相关帖子（如果不想看特定主题的内容，可以点击“全部”的标签）。
Lemon8界面截图 （图源：ZDNET.com）
· 频频“撞脸”的 Lemon8·
Lemon8在内容上与Instagram最为相似，都让你购买网红的带货。例如时尚达人可以在Lemon8上加Tag标注，分享自己的衣服在哪里购买，花了多少钱。
Lemon8 is most akin to Instagram in that the content created on the app aims to influence you to buy something to be more similar to your favorite influencer. Fashion influencers on Lemon8 can "tag" where they bought their clothes and how much they cost.
众所周知，Instagram以照片分享起家，凭借独特的界面设计和潮流美学风靡全球。而Lemon8这位“后起之秀”采用柠檬黄为主题色，其简洁、灵动的风格相比ins不逞多让。
注：Lemon8和Instagram界面对比
然而，ins上的帖子常常"矫饰自我 "，宣称所谓的“完美时刻/完美照片”是自然发生的，因此广受诟病。人们现在更清楚ins上的大多数内容都经过了一定的P图或摆拍，这在最近劝退了一些用户。
However, Instagram is notorious for "contrived spontaneity," or the idea that a perfect moment or photo occurred naturally. Spectators are now more aware that most content on Instagram is edited or staged in some way, which has recently driven some users away from the app.
喜欢精致美图的人也可以在Lemon8上找到类似的内容，同时远离ins上他们不喜欢的事物。
But those wenjoy aesthetically pleasing content can find it on Lemon8, free of the things they don't like about Instagram's interface.
与同属字节跳动的TikTok相比，Lemon8的界面不是像前者那样竖直滚动，而是采用了Pinterest*的设计版式（注：即瀑布流的版式，无需用户翻页，新帖子自动加载）。而它和TikTok的共同点是都有“关注”(Following)和“推荐”(For You)的界面，前者显示你关注的博主发布的内容，后者则是算法认为你会喜欢的帖子。
Lemon8 eschews the vertical-scrolling format of TikTok in favor of a Pinterest board-style format. But what Lemon8 and TikTok do have in common is both have Following and For You tabs to show you posts from creators you follow and posts the app thinks you will like.
译注：Pinterest是一个美国的图片分享平台，网友们基于兴趣，通过图片墙Pinboard发布图片，堪称图片版Twitter。
注：Pinterest上有关创意家居的界面
帖子可以是像Ins一样的滑动图片集；也可以是TikTok风格的视频。相比视频，Lemon8的用户界面更强调照片。对于那些喜欢老款Instagram上令人愉悦、精心策划的美学风格、又讨厌所有为了应对TikTok竞争而刻意增加的界面变化的人来说，Lemon8是完美之选。
Posts can be swipeable photo collections like in Instagram, or TikTok-style videos. With an emphasis on photos over videos, Lemon8's UI is perfect for those who enjoyed the pleasing, curated aestheticsof old Instagram and hated all the UI changes that were added in response to, ironically enough, TikTok.
注：Lemon8操作指南
看到Lemon8的界面，许多中国用户可能会感到有点眼熟——咦，这不是小红书吗？
Lemon8是小红书——这一在东方极受欢迎的软件的直接竞争对手。在中国，小红书占据了社交网络和电子商务市场的很大份额，而Lemon8希望在西方也能做到这一点。
Lemon8 is a direct competitor of Red that's popular in the East. In China, Red holds a large share of social networking and e-commerce market, and Lemon8 hopes to do the same in the West.
例如，一位创作者Gabrielle Victor（在TikTok上）对她的43.53万粉丝说："这款应用太**可爱了，赏心悦目。就像Pinterest和Instagram联手生下了一个孩子。"
For example, says one creator, Gabrielle Victor speaking to her 435.3K followers, “it’s so f***ing cute. Aesthetically pleasing. It’s like Pinterest and Instagram came together and had a baby.”
注：Gabrielle Victor在TikTok上的账户
另一位创作者Passion Willems（有7.39万粉丝）建议，"如果你还没听说过这款应用，我建议你赶紧去App Store下载！"
Another creator, Passion Willems (73.9K followers) recommends, “if you haven’t heard of it, I recommend you run over to the App Store and download it!”
· Lemon8的未来之路·
然而，这种烧钱推广的路能持续多久？会不会引起人们对过度营销的反感，重走ins的老路？这一切尚是未知数。
注：Lemon8广告
此外，目前还不清楚创作者如何在该应用上完成内容变现。况且，Lemon8是字节跳动旗下的产品，而该公司与美国政府的关系很不稳定，商人们因此可能会对投资Lemon8感到犹豫。
In addition, it's unclear how creators can monetize their content on the app. Marketers could be hesitant to invest in Lemon8 because of its ties to ByteDance and the volatile relationship the company has with the US government.
有些创作者也对TikTok上对这款新应用的兴趣激增感到怀疑。Alexandrea Brumfield说："许多有关Lemon8的视频背靠背地出现在TikTok禁令的新闻后，这是不是一个阴谋？"
Other creators, though, are more suspicious about the TikTok community’s sudden interest in the new app. Ponders Alexandrea Brumfield, “is it a conspiracy that I’ve seen so many of these [Lemon8] videos back to back to back with the TikTok ban being in the news right now?”
不管怎样，Lemon8正处于其起步阶段，并且有蓬勃发展之势。它会成为下一个ins或者TikTok吗？还是走出一条属于自己的独特之路？抑或是昙花一现、在高潮之后迅速被人遗忘？——让我们拭目以待吧。
大家觉得Lemon8的设计怎么样？你会想使用它吗？（轻置玉臀👀
重点词汇：
1.aesthetic
adj.审美的，美学的；美的，艺术的；n.美感，审美观
例句：
Their furniture was more aesthetic than functional. 他们的家具美观多于实用。
2.contrived
adj.预谋的；不自然的；矫揉造作的
例句：
The book's happy ending seemed contrived. 这部书大团圆的结局读来让人感到不真实。
3.conspiracy
n.阴谋，密谋；阴谋集团
例句：
They were charged with conspiracy to murder. 他们被指控密谋策划谋杀。
原文链接
https://www.zdnet.com/article/what-is-lemon8-and-why-is-everyone-talking-about-it-on-tiktok/
https://www.cnet.com/tech/services-and-software/whats-lemon8-tiktoks-sister-app-is-already-on-the-rise/
https://mashable.com/article/lemon8-app-explainerhttps://techcrunch.com/2023/03/28/tiktok-ban-backup-plan-bytedance-owned-instagram-rival-lemon8-hits-the-u-s-app-stores-top-10/
编译｜李在阳 徐叶 周英恺
排版｜阮佳炫
👇点击关注，携手成长