Although TikTok is one of the most popular applications worldwide, its use in Europa leaves a lot to be desired. The company’s growth in that region slowed to the point where it is now willing to pay money to users who watch its videos.
According to 2024 data from the Data.ai measurement service, the comparison in TikTok downloads in Europe they are recessive with respect to the United States, where despite the controversy over its ban, it does not drop from the top three positions of most downloaded applications.
The data was revealed by The Information and indicates that TikTok is preparing the launch of a new app -whose internal name among employees is Coin App- in Spain, France and Italy, where it is difficult for him to stay in the top 10 Applications.
This new app is a copy of the traditional TikTok, although its name changes slightly. Only a small lightning bolt distinguishes it in the logo and the word “Lite” on the home screen.
Inside everything is identical. From the videos, the effects and even the store. However, this version will value users consuming content, registering new users and other actions that improve the platform’s usage data.
Regarding how the rewards application works, it will have a feed and users will be able to share and comment on the content they see, as well as upload their own content.
The accumulated rewards will provide points that can be exchanged for tips for favorite creators or gift certificates from Amazon, Paypal or other services.
The final bet is to attract new users beyond teenagers, since growth “has stalled” in the EU with people over 18 years.
A name that generates confusion
And while some may be a little confused, because there is already a reduced version of the TikTok application that shares the same name. To avoid this confusion, the company plans rename of the rewards application, although it is not yet defined.
Currently, TikTok has more than 1 billion of active users, but, according to the report, the application is currently installed on only 13% of European Android devices. In comparison, Instagram is on 37% of devices, while Facebook has a healthy 59%.
ByteDance, TikTok’s parent company, is also planning to launch the new app in Germany and other EU countries in the second quarter of 2024. This rollout comes after the initial launch in Korea and Japan, which took place in 2023.
Based on the initial launch, TikTok learned that its rewards app was “effective in stimulating growth.” Since that launch, the number of users in Japan has increased by more than 2.5 million.
It is not clear if the rewards application will reach Argentina, since the European is a notable case. The same applies to other countries in the region and the US, where it still faces accusations and fights not to be banned.