+185%, respectively), its older population can mask the strong engagement seen among younger sections of European society.Ĭertain European countries like the UK, Ireland, Poland, Romania and Turkey are emerging as strongholds in the app’s user base. While Europe might not have seen growth on the same scale as regions with younger online populations, like Latin America (+93% since Q3 2019 vs. What’s the scale of TikTok’s opportunity in Europe?Įurope is a highly important market for TikTok, and the growth figures in monthly engagement speak for themselves. government, and eager buyers are lining up to acquire TikTok’s regional operations. Social platforms have a reputation for replication and companies, like Snapchat, have felt the pinch from this.īut this time there’s a more serious threat to he hero of this story thanks to aggressive moves from the U.S. But this is changing.Įncouraged by backlash from Western policy makers, rival social platforms like Instagram and Snapchat are creating their own user features aimed at capturing some of TikTok’s market share. This puts it at odds with other platforms which tend to give rise to audience-specific content, meaning it’s operating in a space with few like-for-like competitors. Like with TV, TikTok content is aimed to reach incredibly large audiences, and it’s very viral in nature.īut unlike TV, it’s user-generated rather than professionally curated. The impact of lockdown restrictions allowed TikTok to position itself as a means of sharing experiences and carve out its own unique value proposition in the media and publisher ecosystem. This is an audience who are as likely to watch vlogs each month as they are to watch TV on-demand services (around 60% do).įrom an entertainment perspective, user-generated content and conventional TV are on a much more equal footing. This feeds directly into Gen Z’s desire to kill time and find entertaining content on social media. TikTok’s content is highly story-driven, more so than other platforms, and each short video is packed with content. Whether you’re an influencer, a journalist, an analyst, or anyone who needs to communicate with an audience, it’s well known that telling a story is one of the most powerful ways of doing this. To understand what’s driving TikTok’s growth in Europe beyond the circumstance of lockdown, we need to look at content and user experience. Some platforms fall short in daily usage despite consistently strong monthly engagement, but TikTok is fast becoming part of Gen Z’s day-to-day lives. So far in 2020, the number of Gen Zs in Europe who use TikTok at least daily grew by over 250%. This younger skew in the TikTok user base helps to explain why European countries with younger populations like Turkey, Poland, and, to some extent, Romania, post the strongest monthly usage figures overall in the region.įrequency of engagement figures are a solid marker of a platform’s relevance to a specific age group, and European Gen Zs distinguish themselves again here. Since then, growth has been in the triple digits, resulting in a very strong user base by the middle of the year. TikTok engagement was fairly low before lockdown among older groups, and although usage growth was in the double digits during lockdown, engagement remains fairly low.įor a large share of Gen Zs, TikTok was already part of their social media portfolio before lockdown. In Europe, the TikTok hype hasn’t been felt in all corners of society because the app is geared towards younger generations, specifically Gen Z (16-24 year-olds).Īlthough we’ve all heard stories of parents jumping on the TikTok trend, in Europe their engagement hasn’t been substantial or frequent enough to have a material impact on user growth. Some European countries, including Denmark, Ireland and the UK have seen growth upwards of 170%. TikTok has experienced remarkable growth in Europe over the course of 2020, and the pandemic has been the catalyst.Īmong consumers aged 16-64 in Europe, TikTok monthly usage has grown by 93% between Q3 2019 and Q2 2020. Europe has put up less of a battle, but we shouldn’t understate the significance of TikTok’s interests on the other side of the Atlantic. is the eye of the storm for TikTok in its quest to conquer the Western social media landscape. The app is now forced to take drastic measures, including rebuilding code to meet security requirements. Oracle may be hatching a deal with TikTok, but the frosty reception from U.S.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |