TikTok is rolling out its specialized STEM feed to Europe amid growing scrutiny in the U.S. and the U.K., signaling its dedication to promoting educational content within its platform.
This follows its successful launch in the U.S. last year and is initially debuting in the U.K. and Ireland.
This picture, taken in Moscow on October 12, 2021, shows the Chinese social networking service TikTok's logo on a smartphone screen. (Photo: KIRILL KUDRYAVTSEV/AFP via Getty Images)
Expanding Educational Initiative in Europe
Amid mounting challenges in the U.S. and the U.K., TechCrunch reported that TikTok reaffirms its dedication to promoting educational content within its platform.
Recently, the company revealed plans to introduce its specialized STEM feed throughout Europe, commencing with the U.K. and Ireland, following its successful rollout in the U.S. last year. For users under 18, the STEM feed will automatically integrate alongside the "For You" and "Following" feeds.
Those above 18 can opt to activate the STEM feed through the app's "content preferences" settings, ensuring accessibility to a wider audience. Content within the feed will feature English-speaking videos with auto-translate subtitles.
TikTok reports significant engagement with its STEM feed since its U.S. launch, with 33% of users activating it and a third of teens visiting the feed weekly.
Moreover, the platform has observed a 24% increase in STEM-related content in the U.S. since the feed's introduction, with nearly 15 million STEM-focused videos uploaded globally over the past three years.
Enhanced Content Evaluation for the STEM Feed
Expanding its collaboration, the company is teaming up with Common Sense Networks and Poynter to evaluate the entirety of content featured on the STEM feed.
Common Sense Networks will be responsible for vetting content suitability for the STEM feed, while Poynter will evaluate the accuracy and reliability of the information presented. Any content failing to meet the standards set by both organizations will not qualify for inclusion on the STEM feed.
The introduction of the STEM feed comes at a time when TikTok faces scrutiny over its content, particularly concerning its impact on children and teenagers, as reported by CNBC.
Critics have accused the app of employing addictive design strategies to prolong user engagement, raising concerns about the potential exposure of harmful content to young users.
Associated Press reported that the European Union commenced an inquiry into TikTok's adherence to the Digital Services Act in February, which is a regulatory framework designed to safeguard user well-being on digital platforms.
The investigation aims to determine TikTok's efficacy in preventing minors from encountering unsuitable content and assesses whether its platform architecture promotes addictive tendencies.
With this announcement, TikTok endeavors to enhance its reputation as an educational platform tailored to its extensive youth demographic, addressing concerns raised by policymakers globally.
Utilizing its STEM feed, the company has sought to debunk accusations of detrimental effects on young users. TikTok CEO Shou Chew underscored the significance of the STEM feed during appearances in two distinct U.S. congressional hearings, one in March 2023 and another in January 2024.
