Despite receiving an impressive 2.5 billion visits per month as reported by Visual Capitalist, TikTok continues to battle with a negative public perception.
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The platform has been repeatedly criticized for its highly addictive content, which often lacks substantial value, particularly for younger audiences. However, TikTok has made efforts to enhance the user experience for this demographic. In June, the company introduced a feature designed to assist users who might be at risk of becoming addicted to the app.
As August progresses, the social media giant plans to maintain its momentum with upcoming announcements across Europe.
TikTok Pro, a New Offering for European Users?
In a recent press release on its website, TikTok announced a surprising new app called TikTok Pro. Contrary to initial assumptions, this app is not aimed at businesses.
TikTok Pro aims to deliver content that is both “joyful” and “entertaining,” as described in the press release. Moreover, the app’s mission extends beyond content delivery; TikTok Pro also seeks to provide financial support to non-governmental organizations (NGOs).
TikTok has revealed partnerships with several NGOs including Médecins Sans Frontières (MSF), WaterAid focusing on water sanitation, and a collective of German humanitarian organizations called Aktion Deutschland Hilft.
Currently available in Germany, Portugal, and Spain, French users will need to wait a little longer as TikTok Pro has not yet been rolled out in other European countries.
Sunshine Programme, an Innovative Concept to Support Charities
To support charitable organizations via TikTok Pro, the network has introduced what it calls the “Sunshine Programme.” This feature allows users to collect “virtual Sunshine,” which will be represented by points accumulated through specific actions.
Users can earn Sunshine by liking and sharing charity videos, following NGO accounts, and engaging deeply with content related to these organizations. Eventually, TikTok Pro users will have the option to convert their virtual Sunshine into donations for the organizations they choose.
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Through this programme, TikTok aims to engage its audience with social, humanitarian, and environmental causes, potentially improving the platform’s image which has faced significant criticism in the past.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.