TikTok in Europe: Your Complete Business Guide for 2025

TikTok has changed how Europeans connect online, and the numbers tell a powerful story. What makes this particularly interesting for businesses is the scale: Western Europe has 102.6 million people using TikTok every month, while Central and Eastern Europe has 91.7 million users. These people aren't just briefly checking the app—they're spending nearly an hour each day creating, watching, and sharing content.

This growth shows how quickly social media can transform business opportunities. In 2018, TikTok had 8 million European users. By 2023, that number grew to 238 million. For business owners and marketers, this represents real economic impact—in the UK alone, small and medium-sized businesses using TikTok added £1.6 billion to the country's GDP in 2022.

What makes TikTok different from other social platforms is how it's changing the rules of marketing. Businesses are learning that genuine, personal content often performs better than polished advertisements. Local shops, major brands, and everything in between are finding new ways to build relationships with their customers through short videos that inform, entertain, and inspire action.

In this analysis, we'll explore how businesses across Europe are using TikTok, what's working, and what this means for your marketing strategy. We'll look at specific examples, examine the data behind successful campaigns, and provide practical insights you can use to connect with your audience. Whether you're new to TikTok or looking to improve your existing strategy, understanding these patterns will help you make better decisions about where to focus your social media efforts.

EXECUTIVE SUMMARY

TikTok has rapidly become a global phenomenon, captivating audiences with its short-form video content and innovative features. This report delves into TikTok usage patterns across European countries, providing a comprehensive analysis of demographic trends, user behavior, and cultural influences. The research aims to equip businesses with valuable insights to leverage TikTok effectively in their European marketing strategies.

TIKTOK USAGE IN EUROPE: AN OVERVIEW

TikTok has experienced significant growth in Europe, with Western European countries like the UK, France, and Germany leading the way. The UK has approximately 23 million users, demonstrating the platform's strong presence in key European markets¹. As of May 2024, Western Europe had 102.6 million monthly active users, while Central and Eastern Europe had 91.7 million². Globally, TikTok is the 5th most used app and is used by 26.26% of the world's active social media users².

The platform's popularity can be attributed to several factors:

• Increased internet accessibility and smartphone penetration: Europe's robust digital infrastructure facilitates higher adoption rates⁴.
• Cultural openness to social media: European cultures are generally receptive to online content sharing, further boosting TikTok's growth⁴.
• Filling the void: In some regions, like Eastern Europe, TikTok has filled the gap left by banned Western social media platforms⁴.

TikTok's growth in Europe has been remarkable. In 2018, the platform had only 8 million users in the region. By 2023, this number surged to 238 million, showcasing its rapid expansion⁵. Looking ahead, projections indicate continued growth, with an estimated 4.2% increase in 2025, gradually declining to 2.2%-2.4% by 2029⁶.

Furthermore, TikTok users are highly engaged, spending an average of 58 minutes per day on the app³. This surpasses the average daily usage time on YouTube, highlighting TikTok's potential for capturing user attention³.

TikTok's history is marked by key milestones that have contributed to its success. In 2017, ByteDance acquired Musical.ly, a popular lip-syncing app, which played a crucial role in expanding TikTok's reach in Western markets⁷. The platform has also formed strategic partnerships with major organizations, including music labels and sports leagues, to enhance its content offerings and engage diverse audiences⁷.

DEMOGRAPHIC TRENDS

AGE AND GENDER

TikTok's user base in Europe is predominantly young, with the 18-34 age group being the largest segment⁵. Globally, 36.2% of users are between 18 and 24, followed by 33.9% in the 25-34 age bracket⁴. While there is a slight global female majority (56.2%), this varies by region³. For instance, in Russia, females aged 12-24 represent over 55% of the total number of TikTok users⁸.

URBAN VS. RURAL USAGE

Data suggests higher TikTok adoption rates in urban areas with greater internet connectivity and smartphone penetration³.

DEVICE PREFERENCES

Globally, mobile devices account for over 65% of TikTok usage⁹. This aligns with the platform's mobile-first design and focus on short-form video content easily consumed on smartphones.

USER BEHAVIOUR

CONTENT CATEGORIES

Entertainment, dance, and pranks are the most popular content categories on TikTok, with billions of views globally⁵. This highlights the platform's appeal for lighthearted and engaging content. Other popular categories include fitness/sports, home renovation/DIY, beauty/skincare, and fashion⁵. Notably, user-generated content is the most popular content type on TikTok, accounting for 55.7% of content¹⁰. This emphasises the importance of authenticity and user participation on the platform.

HASHTAGS

Hashtags play a crucial role in content discovery and engagement on TikTok. Popular hashtags like #fyp, #foryou, and #viral are widely used to increase visibility¹¹. Trending challenges and memes often utilize specific hashtags to encourage participation and community building¹².

ENGAGEMENT RATES

TikTok boasts impressive engagement rates compared to other social media platforms. The average engagement rate for TikTok posts is 6-7%, with even higher rates for influencers with smaller followings³. This presents a valuable opportunity for businesses to connect with their target audience. Notably, TikTok's engagement rate is significantly higher than that of Instagram and Twitter, especially for smaller creators³. This presents a valuable opportunity for businesses to connect with niche audiences and micro-influencers.

PEAK USAGE TIMES

While specific data on peak usage times in Europe is limited, general trends suggest higher activity during evenings, particularly between 6 PM and 10 PM local time¹³.

TRENDING CHALLENGES AND USER PARTICIPATION

A significant aspect of user behavior on TikTok is the participation in viral challenges. Reports show that 41% of TikTok users engage in these challenges every month¹³. This highlights the platform's dynamic, trend-driven nature and its ability to foster community engagement. Moreover, 67% of the highest-performing videos on TikTok utilise trending sounds, indicating the importance of audio trends in content creation¹³.

CULTURAL INFLUENCES

CULTURAL FACTORS DRIVING ADOPTION

Several cultural factors influence TikTok's adoption in Europe:

• Emphasis on visual communication: European cultures are increasingly visual, aligning with TikTok's short-form video format¹⁴.
• Desire for entertainment and escapism: TikTok provides a platform for lighthearted content and creative expression, offering a sense of escapism¹⁴.
• Influence of popular culture: Trends and challenges on TikTok often reflect popular culture, further driving engagement and adoption¹⁴.

COMPARISON WITH TRADITIONAL MEDIA CONSUMPTION

TikTok is reshaping media consumption in Europe, with younger audiences increasingly favoring digital platforms over traditional media like television¹⁵. This shift presents both challenges and opportunities for businesses in the entertainment industry.

IMPACT ON THE LOCAL ENTERTAINMENT INDUSTRY

TikTok has significantly impacted the local entertainment industry in Europe:

• Emerging artists and creators: TikTok provides a platform for emerging artists and creators to showcase their talent and reach wider audiences¹⁶.
• Music discovery: TikTok plays a crucial role in music discovery, with viral trends and challenges often featuring popular songs¹⁷.
• Content creation: TikTok's creative tools and features have influenced content creation across the entertainment industry.

REGULATORY ENVIRONMENT AND CHALLENGES

TikTok faces a complex regulatory environment in Europe:

• Data privacy concerns: Data privacy regulations like GDPR pose challenges for TikTok's data collection and usage practices¹⁸.
• Content moderation: Regulators are increasingly scrutinizing TikTok's content moderation policies and their effectiveness in combating misinformation and harmful content¹⁹. In fact, between October and December 2023, TikTok removed almost 13 million pieces of content and banned 3 million EU-based accounts²⁰.
• Potential bans: While a complete ban in Europe seems unlikely, TikTok faces potential restrictions and bans on government devices due to security concerns¹⁹.

LOCAL COMPETITORS AND ALTERNATIVES

TikTok faces competition from both global and local social media platforms in Europe:

• Global platforms: Instagram Reels and YouTube Shorts are major competitors, offering similar short-form video experiences²¹.
• Local platforms: Platforms like Likee, which is popular in Eastern Europe, and Triller, which has gained some traction in Western Europe, present localised competition²².

RECENT PLATFORM UPDATES AND FEATURES

TikTok is constantly evolving, introducing new features and updates to enhance user experience and provide more opportunities for creators and businesses. Some recent updates include:

• TikTok Shop: This feature allows businesses to sell products directly on the platform, integrating e-commerce seamlessly with content creation¹⁷.
• Creative Center: This tool provides valuable insights into trending sounds, hashtags, and creative effects, helping businesses and creators produce more engaging content²³.
• Creator Marketplace: This platform connects brands with relevant creators for collaborations and sponsored content campaigns²³.

COUNTRY-SPECIFIC ANALYSIS

This section provides a detailed analysis of TikTok usage patterns in the top 10 European countries by user base.

BUSINESS IMPLICATIONS

TIKTOK'S ROLE IN MARKETING STRATEGIES

TikTok offers valuable opportunities for businesses in Europe:

• Reaching younger audiences: TikTok's user demographics make it ideal for reaching Gen Z and millennials.
• Building brand awareness: Viral trends and challenges can significantly boost brand visibility and awareness.
• Driving engagement: TikTok's high engagement rates provide a platform for meaningful interactions with the target audience.
• E-commerce integration: TikTok Shop enables businesses to sell products directly on the platform¹⁷.

TikTok's economic impact is significant. In 2023, annual consumer spending on the platform reached $3.84 billion²⁵. Moreover, SMEs in the UK who used TikTok added £1.6 billion to the UK's GDP in 2022¹⁷. This highlights the platform's growing influence on the European economy.

SUCCESS STORIES

Several brands have achieved success with TikTok marketing in Europe:

• Food and beverage: Restaurants and food brands have leveraged TikTok to promote new products and drive online orders²⁶.
• Fashion and beauty: Fashion and beauty brands have utilised TikTok to showcase their products and engage with trend-conscious consumers²⁷.
• Technology: Tech companies have used TikTok to promote new products and build brand awareness among younger audiences²⁶.

COMMON CHALLENGES

Businesses face certain challenges on TikTok:

• Measuring ROI: Accurately measuring the return on investment for TikTok campaigns can be complex²³.
• Creating engaging content: Producing high-quality, TikTok-specific content requires creativity and understanding of platform trends.
• Navigating the regulatory landscape: Staying compliant with evolving data privacy regulations and content moderation policies can be challenging.

BEST PRACTICES

To succeed on TikTok in Europe, businesses should:

• Develop a TikTok-specific strategy: Tailor content to the platform's unique format and audience preferences.
• Embrace authenticity: Create genuine and relatable content that resonates with the target audience.
• Collaborate with creators: Partner with relevant influencers to reach wider audiences and build trust.
• Utilize TikTok's advertising tools: Leverage TikTok Ads Manager to reach specific demographics and achieve campaign objectives.
• Monitor performance and adapt: Track key metrics and adapt strategies based on data-driven insights.

ADVERTISING COSTS AND ROI METRICS

TikTok advertising costs vary based on factors like ad format, campaign objective, target audience, and bidding strategy²⁸. While CPMs are generally lower than other platforms like Facebook and Instagram, businesses should carefully consider their budget and ROI goals²⁸. Key ROI metrics include engagement rate, click-through rate, conversion rate, and cost per acquisition²⁹.

KEY TAKEAWAYS AND RECOMMENDATIONS

Our report has highlighted several key insights about TikTok usage in Europe:

• Rapid growth: TikTok has experienced significant growth in Europe, particularly among younger demographics.
• High engagement: Users spend a considerable amount of time on the platform and actively engage with content.
• Cultural influence: TikTok is shaping cultural trends and influencing media consumption in Europe.
• Business opportunities: TikTok offers valuable marketing opportunities for businesses to reach younger audiences, build brand awareness, and drive engagement.

Based on these findings, here are some key recommendations for businesses looking to leverage TikTok in Europe:

• Develop a TikTok-specific strategy: Tailor your content to the platform's unique format and audience preferences.
• Embrace authenticity and user-generated content: Encourage user participation and create genuine content that resonates with your target audience.
• Collaborate with relevant creators: Partner with influencers who align with your brand and have a strong connection with your target audience.
• Utilize TikTok's advertising tools: Leverage TikTok Ads Manager to reach specific demographics and achieve your campaign objectives.
• Monitor performance and adapt your strategy: Track key metrics and adapt your approach based on data-driven insights.
• Stay informed about the regulatory landscape: Keep up-to-date with evolving data privacy regulations and content moderation policies to ensure compliance.

By understanding the nuances of TikTok usage in Europe and implementing these recommendations, businesses can effectively leverage the platform to achieve their marketing goals and connect with a dynamic and engaged audience.