While many organizations still see TikTok as a platform for dancing teenagers, a silent revolution is underway. With 54.3% male users in Europe, TikTok has become a powerhouse for reaching men. And that's just the beginning.

175 million European users. 6 million in the Netherlands alone. But the most fascinating part? The pace at which men are embracing the platform. They spend an average of 850 minutes per month on TikTok - that's over 14 hours of active engagement.

Why are men joining now?

The secret lies in simplicity. No long stories. No polished corporate content. Just: direct, authentic communication that hits within seconds. The algorithm does the rest - it quickly learns what works and what doesn’t.

The numbers support this: 37% of users take immediate action after viewing content. In a time when traditional recruitment channels are becoming saturated, this offers unprecedented opportunities. But, you need to move fast. Decision-making happens in the first three seconds, and that’s something we’re really keen on here. 

Reaching today's man

The landscape has changed. Men are no longer just looking for sports, cars, or girls in bikinis, they (we) want:

Authentic insights into the working life

Direct, unpolished content that shows how things really are

Quick, to-the-point information about career opportunities and what they can gain from them

Content that resonates with their daily reality

The wake-up call for organizations

With a growing male user base and an algorithm increasingly adept at matching content with interests, you can’t afford to stay on the sidelines. That’s why we’ve also opted for a TikTok-first strategy by 2025, as our target audiences are primarily here. 

In Spain, for instance, 40% of the population already uses TikTok actively. Germany has 19 million users (about 30%). The Netherlands follows with over 6 million. These aren't just numbers - this is your new recruitment market.

Start today

The formula is simple: be authentic, be direct, and show what you’ve got. No expensive productions needed. No complex strategies. Just: real people, real stories, real results.

The platform is still growing. With an increase of 41 million European users in just one year, the question isn't if you should jump in, but when. Try it first; download the app and experience what your audience experiences. That's the best way to understand why your organization should spring into action. 

The sources I have used: 

https://ronntorossian.com/marketing-on-tiktok-for-men-a-strategic-guide-to-reaching-the-male-audience/ 

https://newsroom.tiktok.com/nl-nl/onze-investering-en-groei-in-europa 

https://fingerspitz.nl/blog/tiktok-gebruikersstatistieken-nederland-2024/