Brussels targets TikTok ‘rabbit holes’

The European Union, specifically Brussels, is taking aim at TikTok's algorithmic 'rabbit holes' that keep users engaged for extended periods. This move targets the social media platform's ability to personalize and recommend content, potentially affecting how users discover and interact with products on the platform.

This development matters for social commerce as it could impact how brands and creators reach their audiences on TikTok. Changes to the algorithm could alter the effectiveness of influencer marketing, shoppable videos, and other social commerce strategies that rely on the platform's recommendation system. As a result, businesses may need to adapt their approaches to remain visible and engaging to their target markets.