As TikTok’s chief government was getting grilled by lawmakers final week concerning the app’s relationship to Beijing, with some even calling for a ban, the corporate’s Chinese language proprietor was sending a message to People who often make and publish posts on social media: Come be a part of our new app.

“ByteDance, the guardian firm of TikTok, invitations you to change into a launching creator on their new Lemon8 platform earlier than it formally rolls out in the USA!” mentioned one of many messages despatched to creators final week from advertising firms employed by ByteDance to do the outreach.

The notes and linked supplies, which had been reviewed by The New York Instances, declared Lemon8’s ambition to change into a prime world social media service and cited the success of its “sister firm TikTok.” It added that the platform, which has already been quietly launched on app shops, used “the identical advice engine that helps TikTok succeed.” It’ll initially concentrate on matters like style, wholesome meals and wellness.

The outreach is an indication that ByteDance seems undeterred in its ambitions to change into one of many prime makers of apps on the earth, together with in the USA, regardless of the rising calls in Washington to ban TikTok or drive the corporate’s Chinese language homeowners to promote it. TikTok has amassed 150 million U.S. customers and ByteDance seems keen to duplicate its success with Lemon8.

However lawmakers and regulators could have comparable issues about Lemon8 as they do with TikTok, which has change into a central battleground between the USA and China over technological and financial would possibly. Washington officers have mentioned that TikTok poses a nationwide safety danger, citing issues that Beijing might achieve entry to delicate knowledge concerning the app’s customers, like location data, or that China might use TikTok’s content material suggestions for misinformation.

“It’s a social media platform like Instagram, it has to do with gathering data on customers and it has the identical possession construction, being a baby of ByteDance, so I believe the identical points are going to return up,” mentioned Lindsay Gorman, head of expertise and geopolitics on the German Marshall Fund and a former tech adviser for the Biden administration.

Even when the app initially seems innocuous, she added, “in the end with social media platforms specifically, they contain content material, and finally that’s at all times going to result in political content material and information content material.”

Jennifer Banks, a spokeswoman for ByteDance, didn’t reply to questions on Lemon8 and whether or not the corporate anticipated any regulatory scrutiny.

Lemon8 is offered to obtain, however it has not been formally launched. ByteDance is planning a worldwide advertising push to draw extra customers in Could, in accordance with emails to creators. The net information website Insider reported on Lemon8’s entry into the USA in February.

Krishna Subramanian, a founding father of the influencer advertising agency Captiv8, described the app as a mix of Pinterest and branded posts on Instagram, with a better concentrate on footage and extra textual content than TikTok. It has two columns of content material and is full of product suggestions and suggestions, with a watch to fueling procuring.

Its “very best creator portrait” is a 22- to 26-year-old girl within the New York or Los Angeles areas with a concentrate on style or magnificence, in accordance with displays that Lemon8 shared with advertising businesses in January. The imaginative and prescient for Lemon8, one web page mentioned, was “to construct probably the most inspiring and informative platform to find, share, and produce concepts to life.”

Lemon8 additionally mentioned that it was launched in Japan in April 2020, and reached 5 million month-to-month energetic customers worldwide final 12 months because it expanded to different international locations together with Britain, Singapore and Indonesia.

The recruitment effort is a reminder of the hole between how Washington views TikTok and ByteDance, and the perceptions of entrepreneurs and TikTok’s typically younger customers, together with creators who become profitable by posting there. TikTok creators are already encouraging viewers to comply with them on Lemon8, attracting feedback plagued by lemon emojis. ByteDance additionally owns a preferred video-editing device known as CapCut that has change into one of many prime free apps on Google and Apple’s app-store charts.

“The truth that it’s owned by ByteDance signifies that creators will give it an opportunity,” Mr. Subramanian mentioned. “There may be that likelihood it might change into a very, actually large a part of tradition.”

Crystal Scruggs, a 29-year-old life-style creator from Houston, acquired an electronic mail from Clearly, one of many advertising corporations working with ByteDance, the day after TikTok’s chief government, Shou Chew, confronted roughly five-hour congressional testimony.

The e-mail invited Ms. Scruggs to use to change into a launching creator for style on Lemon8. If chosen, Ms. Scruggs can be paid a small, undisclosed stipend for posting on the app. She must create 10 posts that may be revealed in April, with matters like procuring opinions and proposals or style tutorials. Every submit would come with three to 10 photographs, require a caption of at the least 150 phrases and want approval by Lemon8 earlier than being revealed.

She mentioned she was struck by the tone of the e-mail, which she mentioned felt completely different from the model marketing campaign emails she usually receives. It felt impersonal and Ms. Scruggs initially wasn’t positive if it was a authentic enterprise alternative.

“When firms or individuals who work with creators ship over data, they normally ask you for those who’re earlier than simply sending over an entire temporary,” Ms. Scruggs mentioned.

Finally, she was not . “The e-mail simply appeared prefer it was one thing that was despatched out to one million completely different individuals and never one thing that was directed towards any individuals particularly to be part of a marketing campaign,” she added. “I attempt to steer clear of these issues.”

The trouble has been one thing of a swarm by design. A whole bunch of creators in the USA have already signed up, which is able to assist Lemon8 attain its objective of populating the platform with hundreds of items of content material this spring, in accordance with an individual with direct information of the app’s plans who spoke on situation of anonymity as a result of the plans weren’t public.

As soon as Lemon8 selects its preliminary creators in the USA, they may obtain steerage on which matters and aesthetics are inclined to end in in style content material. They are going to submit all through April in a part known as “content material accumulation.” In Could, the app will concentrate on including customers and serving to creators achieve followers. In September, the app will flip its consideration to “commercialization alternatives,” like serving to creators become profitable from model and company offers, and presumably different types of promoting.

Lemon8 provided creators a number of incentives to be early companions of the platform past its stipends for posts. They may very well be featured on the app’s “Uncover” web page or amongst Lemon8’s “Rising Stars” — and so they might even have their content material marketed on TikTok.