TikTok bets on its community of 150 million users

In just a few years, TikTok has become a source of inspiration and entertainment, with more than 150 million people across Europe., who come to the platform every month. From book lovers, to foodies, to emerging artists and farmers, culture is mixed and reimagined in unique ways on the social network.

Create an opportunity in the real world

The platform prioritizes content over social connections. In addition, it has opened incredible opportunities for companies, artists and creators, to harness the creative potential of TikTok to achieve their goals:

  • An example of this is the campaign #MuseumMoment formed by the largest series of direct cultural events in history in which the Museo Nacional del Prado(@Prado Museum) was the Spanish representative. Thanks to his presence on TikTok, millions of users of the platform around the world have enjoyed exclusive guided tours of the museum. Thus, they have discovered unknown details of paintings as emblematic as the garden of delights either Las Meninas and they have been able to learn more about, for example, the restoration processes to which works such as the annunciation.
  • After losing their jobs during the pandemic, French couple Jojo and Josie opened the cookie shop JOJO’s Dough in Cannes. His viral content on TikTok skyrocketed sales, culminating in the opening of a second store in Paris and the launch franchise model to expand your business throughout France.
  • british rapper Stepz found success on the platform, and last year was crowned TikTok’s most viewed UK artist account. Stepz have built an impressive following of nearly 3 million through a mix of music and comedy content, and their viral TikTok success. ‘Cramp Dat’ He brought his creativity to a global audience.

The company recognizes the importance of continuing to invest in Europe to support this thriving community. More than 5,000 people now work for TikTok in 10 countries in the region: Belgium, France, Germany, Ireland, Italy, the Netherlands, Poland, Spain, Sweden and the United Kingdom. Employees work in a variety of areas, from brand and creator engagement, electronic commerce and music, privacy, public policy, research and development, and security.

Foster a culture of compliance

This level of local investment also extends to the focus on keeping the company’s European community, and its data safe and secure, especially in the context of new regulation.

Last week, they submitted the first baseline report under the Code of Conduct on Disinformation, providing more than 2,500 data on the implementation and enforcement of TikTok’s policies in 30 European countries. They have also expanded their team with additional specialist knowledge and have made key resources available from across the company to ensure future compliance with the Digital Services Act (DAS).

Transparency is a key element of the DSA and TikTok have supported the goals of the regulation from the beginning, as it reflects the thinking that guides their quarterly Community Standards Compliance Reports. The company will continue to enhance external visibility of the work it does to protect its community, including the opening of its physical European Transparency and Accountability Center in Dublin next month, where the knowledgeable public will be able to learn more about its work to keep citizens safe. people on TikTok.

Data Governance Strategy

The platform remains focused on building trust with its community, demonstrating that their data is safe. It continues to deliver on the data governance strategy for Europe that it set out last year, which included further reducing employee access to European user data, minimizing data flows outside of Europe, and locally storing user data. European users.

Regarding local data storage, in line with the growth of its community, TikTok seeks to expand its data storage capacity in Europe. The company is in an advanced stage of finalizing a plan for a second data center in Ireland with a third-party service provider, in addition to the one already announced last year. It is also in talks to establish a third data center in Europe to further complement its planned operations in Ireland. Data from European TikTok users will start migrating this year and continue through 2024.

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