THE TIKTOKEFFECTTHE SOCIOECONOMIC IMPACT OFTIKTOK IN FIVE EUROPEAN COUNTRIESJANUARY 20241The TikTok Effect - The economic impact of TikTok in five European countriesTABLE OF CONTENTSExecutive summary1. Introduction2. TikTok as an enabler of SME growth2.1 SMEs on TikTok and their owners2.2 How and why SMEs use TikTok2.3 The benefits to SMEs from using TikTok3. The economic impact of SMEs use of TikTok for growth3.1 TikTok as a driver of SME growth3.2 The impact of SME activity on TikTok in the five European marketsAppendix A: The economic value to SMEs of TikTok’s free servicesAppendix B: Estimating the economic impact of SME advertising & marketing on TikTokAbout Oxford Economics29131321273131364753563The TikTok Effect - The economic impact of TikTok in five European countries2The TikTok Effect - The economic impact of TikTok in five European countries“Owners of SMEs on TikTok in the five European markets are almost three times as likely to be of migrant origin compared to owners of SMEs not on TikTok.”€0.6 bnGVA contribution to GDP supported by trade due to SME activity on TikTok between the five European markets in 2023.TikTok has become one of Europe’s most popular entertainment and content-sharing platforms since its global launch in 2018, and currently has more than 135 million monthly active users in EU countries.1 TikTok plays host to entertaining video content catering to a wide range of interests, both niche and of widespread appeal. It emphasises interaction between users and content creators, which include a large number of businesses. This has given rise to vibrant online communities on TikTok, whilst also encouraging users to engage in local communities where businesses, charities, and other institutions featured on the platform such as museums and galleries are located.TikTok’s extensive user base, breadth of content, and emphasis on direct interactions with customers present an opportunity for businesses across Europe to use the platform as an innovative route to growth. Businesses using TikTok can invest in paid advertising and creator marketing to gain direct exposure quickly, but can also grow organically, without substantial investment using TikTok’s range of free services. Small and medium-sized enterprises (SMEs) are particularly well placed to use TikTok for growth, given its low barriers to entry and content algorithm designed to allow users to discover lesser-known brands.2 3This research aims to provide an evidence base on how TikTok creates value for SMEs in Europe, focusing on five key sectors in five markets: Belgium, France, Germany, Italy, and the Netherlands. It explores how SMEs use TikTok’s features, and the benefits they associate with their use of TikTok. We use economic impact modelling to quantify the economic contribution of SMEs using TikTok as a platform for growth. The report also contribut...
