TikTok is a popular short-form video hosting service owned by the Chinese company ByteDance. It launched in 2016 as Douyin in China, and was introduced to global markets the following year as TikTok. The app allows users to create, share, and view 15-60 second videos covering a range of genres including dance, comedy, and education. TikTok has experienced a meteoric rise, growing to over 1 billion monthly active users across 150 countries as of 2022.
TikTok’s parent company ByteDance was founded in 2012 in Beijing. ByteDance acquired the app Musical.ly in 2017 and merged it into TikTok to help expand TikTok’s reach globally. While TikTok originated in China, it now has offices and operations around the world including in the US, UK, India, Japan, South Korea, and Ireland.
TikTok has become a global social media phenomenon, providing a platform for creators to express themselves through short videos. However, its rapid growth has not been without controversy. TikTok has faced scrutiny over content moderation, data privacy issues, and geopolitical tensions between China and Western countries. The app continues to evolve as it looks to further establish itself in markets like Ireland.
TikTok’s Presence in Ireland
TikTok first entered the Irish market in early 2018 as part of its global expansion efforts. The app quickly gained popularity among young people in Ireland thanks to its fun videos, creative effects, and community of Irish creators.1
By late 2018, over 1 million users in Ireland had downloaded TikTok. The app was especially popular with teenagers and young adults who enjoyed making and sharing short videos on the platform.2
TikTok continued its rapid growth in Ireland throughout 2019 and 2020. According to TikTok, over 800,000 people use the app in Ireland every month as of 2020, making it one of the most popular social media platforms in the country.3
TikTok’s Dublin Office
TikTok’s European headquarters is located in Dublin, Ireland. In October 2022, TikTok announced it would be moving into a new 51,000 square foot office space located in Cardiff Lane in the Grand Canal Dock area of Dublin (source).
The new TikTok office is housed in a former An Post sorting facility called The Sorting Office. TikTok will occupy four floors in the building, becoming the main tenant. This represents a major expansion for TikTok’s operations and staff in Ireland.
Prior to the new office, TikTok’s Ireland team was based out of a smaller office building on Fenian Street. However, with rapid growth, TikTok needed a larger space to accommodate its expanding workforce. The massive 51,000 square foot Docklands office provides ample room for TikTok to grow in Ireland for years to come.
TikTok’s Staff in Ireland
TikTok has rapidly grown its staff in Ireland over the past few years. In November 2020, TikTok announced it was expanding from just 20 employees in Ireland to over 1,100 in 2021 (source). This was part of TikTok’s plan to establish its first European data center in Ireland.
By June 2022, TikTok further increased its planned staff count in Ireland to around 3,000 employees. This new announcement came after a meeting between TikTok executives and Irish Prime Minister Micheál Martin (source). The company stated that many of the new roles would be in areas like trust, safety, content moderation, and data privacy.
Currently, TikTok’s main Irish office is located in Dublin. Key roles filled by TikTok employees in Ireland include engineers, data privacy experts, product developers, marketing specialists, and various corporate functions.
TikTok’s Operations in Ireland
TikTok’s office in Dublin focuses primarily on enhancing the TikTok experience for users, creators, and brands across Europe. According to TikTok, the Dublin team works on “developing products and features tailored for the European market.”
Some of the main areas the Dublin office works on include:
- Product development – Creating new features and optimizing the TikTok app and experience for European users.
- Content moderation – Implementing policies and systems to maintain a safe environment on TikTok.
- Creator partnerships – Supporting European creators and influencers on TikTok.
- Advertising solutions – Developing ad products and providing support for European brand partners.
- Localization – Customizing the TikTok experience for different languages and cultures in Europe.
The Dublin office plays an important role as TikTok’s European hub. With its large team of engineers, product experts, and operations specialists, it allows TikTok to better understand and serve users in the region.
Importance of the Irish Market
Ireland has become an increasingly important market for TikTok. In 2020, TikTok chose Dublin as the location for its European headquarters, signaling Ireland’s significance. According to an article on Compliance Junction, TikTok selected Ireland due to the country’s “talent pool, existing infrastructure, robust legal and regulatory system,” as well as Ireland’s position in the EU [1].
As Reuters reported, establishing its European data center in Ireland positions the country as a key location for TikTok’s operations [2]. Ireland provides TikTok access to the wider European market from a base inside the EU. The data center also allows TikTok to store European user data locally to comply with GDPR regulations.
Furthermore, Ireland offers a strong technology workforce and infrastructure for TikTok’s growth. As TikTok announced, expanding from 20 to 1,100 employees in Ireland demonstrates the country’s appeal for tech companies [3]. Overall, Ireland plays a vital role as TikTok’s foothold in Europe.
TikTok’s Growth in Ireland
TikTok has seen rapid growth in Ireland over the past few years. According to TikTok, there are now over 2 million monthly active users in Ireland as of October 2023 [1]. This is a significant increase from just 500,000 monthly active users in Ireland in early 2020 [2].
Ireland represents an important market for TikTok. The country has a relatively young demographic, with around 33% of the population under 25 years old [3]. This aligns closely with TikTok’s core Gen Z user base. TikTok’s growth in monthly active users in Ireland has outpaced most other social media platforms over the past 2-3 years.
TikTok celebrated reaching 2 million monthly active users in Ireland by releasing statistics on the most popular content. Comedy is the most popular genre, occupying 40% of the top videos. Food (17%), pets (15%), and dance (12%) round out the top genres [4]. TikTok is reaching an increasingly broad Irish audience across interests and demographics.
TikTok Ireland Community
The TikTok community in Ireland has developed some unique characteristics and trends over the years. Videos featuring Irish slang, accents, humor, and cultural topics often go viral within the country. Some features of the Irish TikTok community include:
Use of Irish slang and localized references. Irish TikTokers frequently incorporate words like “ladeen,” “eejit,” “craic,” and “acting the maggot” in their videos which resonate with Irish viewers (https://www.tiktok.com/@theirishgem/video/7138653213015690502).
Pride in Irish culture and heritage. Irish dance, music, sports, and history are common themes highlighted positively by Irish TikTokers. Videos explore Irish traditions, events, and iconic symbols like the Claddagh ring, Guinness, and four-leaf clovers.
Irish humor and storytelling. Skits, jokes, and funny personal anecdotes are staples of the Irish TikTok scene. Dry, tongue-in-cheek, and self-deprecating humor features heavily.
Promotion of the Irish language. Some Irish TikTokers create content aimed at preserving and promoting the Irish language, teaching basic phrases and encouraging young people to embrace their linguistic heritage (https://www.irishtimes.com/life-style/people/2023/12/30/irish-language-influencers-tiktok-is-where-young-peoples-eyes-are-nowadays/).
Overall, the Irish TikTok community celebrates and highlights the culture, humor, and spirit of the country in creative and engaging ways for local audiences.
TikTok Ireland Controversies
TikTok has faced some controversies related to its operations in Ireland. In September 2023, TikTok announced that it had dismantled a “covert influence operation” that was targeting Irish TikTok users with divisive content (source). The network was posting politically charged content in an attempt to stir up conflict.
Ireland’s Data Protection Commission also fined TikTok €345 million in September 2023 for violating children’s privacy on the app (source). The regulator found that TikTok was not doing enough to protect children’s data and ensure parental consent. This was the largest fine ever issued by the Irish DPC.
There have also been some controversies around dangerous viral challenges on TikTok resulting in injuries and deaths. However, no specific incidents of this nature have been directly tied to TikTok’s Irish userbase.
The Future of TikTok in Ireland
The future looks bright for TikTok in Ireland. In August 2023, TikTok announced the launch of the TikTok Digital Future Fund, with a €750,000 donation to create educational content and upskilling opportunities for young people in Ireland (source). This demonstrates TikTok’s commitment to investing in the Irish community.
With the massive growth TikTok has already seen in Ireland, going from just 20 employees to over 1,100 in Dublin in one year (source), we can expect the platform’s influence and operations to continue expanding. TikTok is likely to develop the company’s presence with more content creation initiatives, partnerships, and involvement with Irish culture and society.
Additionally, TikTok’s new data center in Ireland signifies long-term infrastructure investments and plans to make the country a hub for European operations. As TikTok’s stars and culture permeate deeper into Irish society, the app looks poised to keep growing its active user base. With smart investments in the community, TikTok can solidify itself as an integral part of digital life in Ireland for years to come.
