TikTok’s launched an alternativee model of app in Europe which goals to boost the optimistic, helpful facets of the TikTok expertise, whereas it’s additionally launched new initiative that’ll make it simpler for companies to assist charity organizations within the app,
First off, TikTok’s launching a brand new “TikTok Professional” app in Germany, Portugal and Spain, which TikTok says will enable “folks to expertise and have interaction with joyful and entertaining content material.”
Which is seemingly completely different to the principle TikTok app as a result of it’s targeted on optimistic, instructional content material.
As per the TikTok Professional description on the German App Retailer:
“TikTok Professional is a worldwide video group the place you possibly can uncover the good, funniest, and most instructional brief movies and share particular moments with your pals. A helpful app with a complete world inside itself. TikTok Professional offers you the very best video expertise with useful movies, partaking STEM content material, and extra private expression.”
So it’s a customized, extra positivity-focused TikTok expertise.
It might be an providing to attraction to regional regulators, by eradicating all the extra questionable parts.
Additionally, no e-commerce. TikTok’s not seeking to promote you stuff on this model of the app.
TikTok Professional will even include TikTok’s new “Sunshine” program inbuilt, which “provides a singular manner for charities and NGOs to have interaction with new audiences, and permits the TikTok Professional group to assist them.”
As per TikTok:
“Customers can accumulate ‘digital Sunshine’ by referring others to hitch and by partaking with content material from charities, reminiscent of liking or reposting charity movies, following charity-related accounts and performing charity-related searches. Individuals can then use that digital Sunshine on a charity within the programme, and TikTok will make a donation to that charity.”
So it’s like TikTok, however solely optimistic, with charity donation processes constructed into the app direct. So it’s much less about getting you to purchase stuff, and extra about getting you to assist others, with the entire precept of the brand new app being targeted on facilitating a extra optimistic affect and expertise.
So why does TikTok want one other app to do that?
I don’t know precisely, however once more, it might be an try to higher align with native market regulators and guidelines, with TikTok nonetheless underneath scrutiny in lots of areas.
Certainly, German politicians have repeatedly raised questions concerning the app, with some suggesting that TikTok ought to be banned because of the hazard it poses to democracy, as “an instrument” in China and Russia’s hybrid warfare.”
The EU Fee has additionally raised questions on TikTok’s affect on youthful customers particularly, after current controversy across the rise of the #SkinnyTok hashtag, which inspired doubtlessly dangerous behaviors. EU regulators are additionally nonetheless exploring TikTok’s algorithmic strategy with respect to the EU Digital Providers Act, and it might be that this new TikTok Professional app aligns with broader efforts by TikTok to handle associated issues.
The extra optimistic content material strategy additionally mirrors how the Chinese language native model of TikTok operates, with the Chinese language Authorities overseeing content material tendencies, and making certain that extra helpful parts are promoted to Chinese language youth.
Perhaps, then, that is an experiment on that entrance additionally, although I don’t know that non-Communist nations shall be as welcoming of such controls.
(Be aware: I’ve requested TikTok for extra info on this alternate model of the app, and can replace if/after I heard again.)
TikTok says that it’s partnering with numerous international and native charities on its Sunshine program, together with Médecins Sans Frontières / Docs With out Borders (MSF), WaterAid, Aktion Deutschland Hilft and the Nature and Biodiversity Conservation Union (NABU). It’s additionally wanting so as to add extra charity companions over time.
It looks as if an attention-grabbing idea, although it’ll most likely be a tough promote getting folks to modify over to an alternate, extra sanitized model of the app.
Perhaps, finally, that’ll be the one model out there to youthful customers, or TikTok may look to push it in different methods. However it’s an attention-grabbing improvement amid ongoing issues about social media regulation and restriction.
