Western Europe isn’t the biggest market for TikTok in terms of user numbers. But its users are highly engaged and digitally savvy, so the platform should be an attractive proposition for marketers.
Western Europe is not the biggest market for TikTok in terms of user numbers. And regulatory scrutiny of the platform is incredibly high in the region. But if brands want to find engaged and enthusiastic audiences, they should head to TikTok.
Key Question: How much of an opportunity does TikTok present to marketers in Western Europe?
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A Three-Speed Market: Meta Still Dominates, TikTok Is Gaining Fastest, and X Continues to Slide (% of social network users in Western Europe, by major platform, 2023-2028)
By Time Spent, TikTok Overtook Snapchat in 2020, Instagram in 2022, and Is Now Closing In on Facebook (average minutes spent per day with social networks among UK adults, by platform, 2019-2026)
TikTok Is the Second-Most Popular Social Media Platform for Social Commerce Purchases (% of UK digital buyers who have purchased via each social media platform in the past month, Feb 2024)
A Three-Speed Market: Meta Still Dominates, TikTok Is Gaining Fastest, and X Continues to Slide (% of social network users in Western Europe, by major platform, 2023-2028)
By Time Spent, TikTok Overtook Snapchat in 2020, Instagram in 2022, and Is Now Closing In on Facebook (average minutes spent per day with social networks among UK adults, by platform, 2019-2026)
TikTok Is the Second-Most Popular Social Media Platform for Social Commerce Purchases (% of UK digital buyers who have purchased via each social media platform in the past month, Feb 2024)