Some changes are coming to TikTok that bring it more in line with the EU Digital Services Act (DSA). The EU’s Digital Services Act improves operating conditions for digital platforms, thus enhancing user privacy. That said, these new EU TikTok user changes could significantly alter the EU user experience.
EU R Different
To start, EU users can soon switch off personalization in the app. Turning off personalization disables the algorithmic feeding of your For You and LIVE recommendations. As per TikTok:
“This means that For You and LIVE feeds will instead show popular videos from both the places where the user lives and around the world, rather than recommending content to them based on their personal interests. Similarly, when using non-personalized search, [EU users] will see results made up of popular content from their region and in their preferred language. Their Following and Friends feeds will continue to show creators they follow, but in chronological order rather than based on the viewer’s profile.”
TikTok’s success comes mainly from its superb algorithm. It will be interesting to see if the loss of recommendations leads to a drop-off in EU usage. Fortunately, the choice to turn off personalization is optional. However, this change could spark something for EU TikTok usage, potentially increasing the importance of following choice creators.
TikTok is also switching off personalized advertising for EU users aged 13-17. Simultaneously, TikTok is also adding a new option for EU users to report content they believe is illegal. TikTok says it will also inform users when their content has been reported, giving them a chance to appeal.
Lastly, TikTok will also facilitate more transparency over its moderation actions. The EU DSA means to “create a safer digital space”, better-upholding user and business rights. That is the latest in Europe’s fast-evolving digital protection rules, taking into account the importance of your online presence. In many ways, Europe is the de-facto leader of legal reform around digital activity.
However, evolving digital rules also require significant rethinking from digital providers to adhere to ever-changing requirements. True enough, evolving DSA and the Digital Markets Act are why Meta’s Threads remains unavailable to EU users. Meta is not yet confident that its new platform meets all the updated parameters. On that note, all other platforms must also review and update their approach, aligning with these new EU TikTok user changes.
The Wrap
These new EU TikTok user changes will undoubtedly shift overall EU usage, which is especially relevant amidst broader slowdowns. EU Facebook and Pinterest monthly active users have declined in the most recent quarter. Snapchat, on the other hand, saw only minor growth (+1m DAU). These requirement updates could end up exacerbating existing trends, further reducing relevant in-stream recommendations for EU users.
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