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TikTok’s European user base has reached 150.5 million monthly active users. Compared to the last report, this represents an increase of 8 million, showing a steady growth rate of approximately 1.3 million new users per month. TikTok continues to attract more users. This opens new opportunities for e-commerce brands looking to grow on this platform, especially in key countries. The most important markets include Germany, France, Italy, and Spain, where TikTok has more than 20 million users in each country.
TikTok Addresses Content Moderation and Brand Safety
TikTok has expanded its content moderation team in the EU to 6,354 employees. This is particularly beneficial for brands looking to protect their reputation on the platform.
The platform focuses on removing inappropriate or harmful content and has removed 22.2 million posts by June this year.
Content inappropriate for minors topped the removal list. This was followed by categories such as restricted goods and commercial activities, and posts negatively affecting mental health. For e-commerce brands, especially those in regulated industries, this proactive approach to moderation is beneficial.
Content Removals Are Decreasing
TikTok shows a declining trend in content removals. The average monthly removal count dropped from 4.3 million to 3.7 million. This decrease might be due to increased platform usage during holidays, which could have influenced previous figures. The decline may also indicate more precise content targeting and improved automated filters. This is good news for e-commerce brands focused on sustained visibility and engagement, as it suggests a more stable content environment and potentially fewer advertising placement disruptions.
Source: TikTok
Reporting illegal content is a priority for the platform. The most reported categories include hate speech, privacy violations, and illegal sharing of intimate photos without consent. In response to these cases, TikTok blocked more than 5.3 million accounts during the reported period.
From Controversial to Polished TikTok
TikTok undoubtedly has extensive reach, which e-commerce companies with international ambitions can appreciate. In Europe alone, it has 150.5 million monthly active users.
TikTok is doing everything to maintain user favour and attract businesses wanting to leverage Social Commerce potential. The constant user growth and strengthened content moderation suggest the platform is trying to create a trustworthy environment that would support e-commerce activities. These steps may also reflect TikTok’s effort to convince businesses that investing in the platform is worthwhile and that it’s a safe place to interact with customers.
While TikTok visibly increases its efforts to attract businesses and improve content moderation, it’s unclear whether this represents a genuine commitment or a strategy to allay safety and transparency concerns.
Although platform popularity is growing, user growth doesn’t automatically mean it’s managing content safety effectively – especially when issues like sharing sensitive content without consent still persist.
Moreover, while the increase in EU moderators may look impressive, the question remains whether this staffing increase is sufficient to handle the ever-growing user base and content volume. TikTok may publicly present its safety efforts, but it remains uncertain to what extent these changes will reflect in real safety for both users and brands.
