TikTok is a unique place where over 150 million Europeans come together to discover content, express themselves, inspire and learn from one another. Whether they're interested in architecture, music, sports or literature, users turn to TikTok for cultural discovery and creative self-expression.
A recent study conducted by Ipsos, a global market research firm, shows that 87% of TikTok's European users have learned something new on TikTok, while 62% have created something inspired by what they saw on the platform. These are among the findings featured in Unlocking Culture in Europe, a report that looks into how TikTok is enabling European users' access to and participation in different forms of culture and creating communities.
Empowering creative self-expression
TikTok empowers creators, enabling their creative careers and allowing them to connect with communities across Europe and globally. 69% of TikTok users in Europe said the platform helps them express themselves freely and share their passion for diverse forms of culture, ranging from music and painting to new local dishes or fashion.
Cristina Luengo is a Spanish creator who teaches and encourages others to draw and paint through the use of different techniques. Today Cristina inspires more than 2 million TikTok users, contributing to a growing trend of learning from TikTok.
Thanks to the platform's wide range of tools and resources and its inclusive and participatory culture, TikTok encourages creativity and self-expression and contributes to the increased diversity of cultural expression across Europe.
Unlocking cultural discovery
TikTok is also a platform for cultural content discovery. More than half (59%) of users in Europe said TikTok gives them access to experiences they could not otherwise have in the real world. TikTok empowers artists to find new audiences and users to discover different cultural expressions, especially more traditional cultural forms. Being present on TikTok allowed museums, such as the Uffizi Gallery (IT), National Del Prado Museum (ES) or Rijksmuseum (NL), to stay connected with their audiences and attract new ones, making use of TikTok's tools to find new and innovative ways of showcasing their collections.
This kind of cultural discoverability also drives real-world impact. 58% of European users experienced forms of culture offline after discovering them on TikTok, such as visiting the cinema, buying books or going to an exhibition. #BookTok is a true example of TikTok's role for cultural discovery, as bookstores such as Standaard Boekhandel, Belgium’s biggest bookstore chain, have created #BookTok corners to display the most popular books from the platform.
Nurturing our community
TikTok connects people and communities across Europe, builds empathy and understanding, transcends boundaries, and shapes culture. This is visible in the fact that one in two European users think that TikTok brings people closer together, while 60% feel that the platform helps them understand better what other people do and how they live.
Popular creators such as Kelly Louise Killjoy (Denmark) help contribute to this community-building through culture. Kelly Louise creates cultural satire content about Nordic countries, and her videos not only educate, but connect Nordic-natives based on their shared values and similarities.
We at TikTok are proud that our platform helps users feel part of a community with shared values and interests. TikTok provides a safe harbour for cultural expression in Europe and seeks to ensure that our community of European users are safe when engaging on the platform. Our work ranges from screen time management tools for teens to ongoing efforts to moderate content and combat disinformation. We will continue to foster a safe, secure and welcoming environment so that our community can thrive and amaze the world with its creativity.
The report, commissioned by TikTok to global market research firm Ipsos, is based on the findings from a survey of 8,000 TikTok users from eight European Union countries: Belgium, Germany, France, Italy, Poland, Romania, Spain and Sweden.