Teba Lorenzo: How TikTok is Redefining Authenticity in the Digital Era

Teba Lorenzo, a native of Ferrol, Spain, has spent nearly her entire professional career shaping communication strategies in the tech industry. With a background in advertising and public relations, Lorenzo’s resume includes notable companies like Yahoo. Now, as the General Manager of Business Solutions for TikTok in Spain and Portugal, she champions the platform’s ability to “democratize creativity” by enabling users and businesses to share authentic stories.

Despite its popularity—with approximately 19 million users in Spain alone—TikTok has faced criticism regarding its impact on mental health and privacy. In response, Lorenzo highlights the platform’s compliance with European regulations following its classification as a gatekeeper by the European Commission in September 2023. This designation requires adherence to the Digital Markets Act (DMA), which aims to curb unfair practices by tech giants like Meta and Apple.

Authenticity in the Age of Professional Content Creation

When asked whether TikTok has changed the way people communicate, Lorenzo identifies two key elements: creativity and authenticity. The platform’s intuitive tools simplify content creation, while its algorithm connects users based on shared interests rather than existing social circles.

While content creation on TikTok is becoming increasingly professionalized, Lorenzo believes this does not conflict with authenticity. Instead, brands are using the platform to share transparent, behind-the-scenes stories about their operations, employees, and product development. This approach not only fosters community engagement but also satisfies consumer demands for greater authenticity.

Breaking Stereotypes About TikTok’s Audience

TikTok is often perceived as a platform dominated by younger users. However, Lorenzo emphasizes that its audience is evolving. A recent Kantar study reveals that 67% of TikTok users in Spain are over 25 years old, with 35% aged 35 or older. This shift reflects a broader trend of diverse demographics adopting the platform to create and consume content.

Addressing Misinformation and Hate Speech

Lorenzo underscores TikTok’s commitment to maintaining a safe and positive environment. Hate speech is strictly prohibited, and a global moderation team of 40,000 professionals ensures compliance with the platform’s terms of use. Additionally, users can report content that violates these terms.

To combat misinformation, TikTok collaborates with 19 external organizations, including Spain’s Newtral, to provide users with reliable sources of information. These partnerships are part of a broader strategy to enhance the platform’s credibility and user trust.

Navigating Privacy Concerns and Regulatory Compliance

As TikTok adapts to its role as a digital gatekeeper in Europe, it has proactively aligned with all regulatory requirements. For example, European user data is being migrated to secure data centers in Ireland and Norway.

Addressing privacy concerns in the United States, Lorenzo reiterates TikTok’s efforts to protect user data and prevent foreign interference. She notes that the platform has invested billions to ensure security, emphasizing the potential economic and social impact of a U.S. ban on TikTok.

Supporting Mental Health and Protecting Younger Users

TikTok recognizes the importance of mental health and provides tools to help users manage their experience, such as screen time controls and content customization options. For younger users, the platform implements additional safety measures. For example, users aged 13 to 16 have restricted access to messaging and a curated feed tailored to their age group. Parental tools like Family Pairing allow guardians to monitor and manage their children’s activity on the app.

Leveraging Artificial Intelligence for Innovation

Artificial intelligence (AI) plays a significant role in TikTok’s operations. The platform uses AI to enhance transparency, ensuring users can differentiate between AI-generated and human-created content. Features like Smart Class and Symfony further support businesses by optimizing digital advertising campaigns and connecting the right creative content with the right audience.

These tools are particularly valuable for small and medium-sized enterprises (SMEs), enabling business owners to streamline their marketing efforts and focus on other responsibilities.

A Vision for the Future

Teba Lorenzo envisions TikTok as a platform that fosters genuine connections while adapting to the challenges of a rapidly evolving digital landscape. Whether by supporting mental health, enhancing data security, or empowering businesses, TikTok continues to redefine how individuals and brands communicate in the modern world.

This article is part of EL PAÍS Trends, a project aimed at exploring society’s most pressing future challenges.