TikTok Launches TikTok Pro App in Europe, Focused on Positive Content and Charity Donations

TikTok has launched a "TikTok Pro" app in Europe, focusing on positive, educational content and removing e-commerce features. The new app aims to enhance the app's beneficial aspects and facilitate a more positive impact. Additionally, TikTok has introduced a "Sunshine" program that allows users to accumulate virtual rewards and donate to charity organizations. The new app may be an attempt to better align with local market regulators and rules amidst ongoing scrutiny of the app.

TikTok has introduced a new app, "TikTok Pro," in Europe, focusing on positive, educational content and removing e-commerce features. The app aims to enhance the beneficial aspects of the TikTok experience and facilitate a more positive impact. Additionally, TikTok has introduced a "Sunshine" program that allows users to accumulate virtual rewards and donate to charity organizations. The new app may be an attempt to better align with local market regulators and rules amidst ongoing scrutiny of the app.

The "TikTok Pro" app is currently available in Germany, Portugal, and Spain. It is designed to provide users with a more positive and educational experience, focusing on joyful, entertaining, and educational short videos. The app does not include e-commerce features, unlike the main TikTok app.

One of the key features of the "TikTok Pro" app is the "Sunshine" program. This program allows users to accumulate virtual "Sunshine" by engaging with content from charities, such as liking or reposting charity videos, following charity-related accounts, and performing charity-related searches. Users can then use their virtual "Sunshine" to donate to charities, with TikTok making a donation to the chosen charity.

The introduction of the "TikTok Pro" app may be a strategic move by TikTok to address concerns raised by local regulators and politicians. German politicians have raised questions about the app, with some suggesting that it should be banned due to its potential impact on democracy. The EU Commission has also raised concerns about TikTok's influence on younger users, particularly in light of recent controversies around the #SkinnyTok hashtag.

The "TikTok Pro" app may also be an experiment to align with the content trends promoted by the Chinese government in its local version of TikTok. However, it remains to be seen whether non-Communist countries will be as welcoming of such controls.

In addition to the "TikTok Pro" app, TikTok has also expanded its "Out of Phone" program. This program allows TikTok to place its content and advertising on screens in various consumer-centric locations, such as shopping malls, fitness centers, and airports. TikTok has partnered with Westfield Malls and Rockbot to bring its content to screens in upscale shopping centers in the U.S. [2]

References:
[1] https://www.socialmediatoday.com/news/tiktok-launches-tiktok-pro-positive-charity-app-europe/756402/
[2] https://www.retaildive.com/news/tiktok-out-of-phone-westfield-malls-rockbot/756324/