The Rise of the TikTok Cities: Why digital visibility is a clear strategic asset for places
The Rise of the TikTok Cities: Why digital visibility is a clear strategic asset for places
What makes a city stand out in a crowded world?
According to James Child, Head of Research from ING Media, it’s not infrastructure plans or economic data - it’s the stories people share online.
Speaking to postgraduate students and researchers from the UK, Germany, Italy, the Netherlands and Australia - during a recent Place Research Seminar, part of the MSc Place Management and Leadership residential at Manchester Metropolitan University - Child explored how digital conversations are reshaping the perception, competitiveness and performance of cities across Europe.
His central message was clear: digital visibility should not be considered a luxury- it’s fundamental to how places thrive. Drawing on billions of online interactions and real world case studies, he demonstrated how culture, events, and platform choice now influence everything from tourism to investment, and from civic pride to place identity.
Child opened by highlighting that when people talk about cities, they’re rarely discussing infrastructure or governance. Instead, they talk about culture-sport, music, museums, festivals, and everyday experiences that give cities meaning. Based on data from 1.5 billion online impressions across 15 digital platforms and 60 European cities, his research shows a strong correlation: cities that are more visible online tend to perform better economically. While the direction of causality remains complex, the conclusion is clear -visibility matters.
A major theme of the session was the rise of TikTok as a driver of place perception. Since 2019, city-related content on the platform has grown by over 7,000%, making it a dominant force in shaping how younger audiences engage with places. Instagram and LinkedIn have also become essential platforms for city storytelling, while ’X’, responsible for 85% of online city conversations in 2019, now accounts for just 40%. As the newly published The Rise of TikTok Cities report from ING Media reveals, TikTok, LinkedIn, and Instagram now drive 36% of all online conversations about cities - up from just 4% only a few years ago.
The report offers a unique five-year forecast of digital visibility across 60 European cities and reveals which city has topped the rankings for the second year in a row-helped, no doubt, by the global spotlight of a major international sporting championship. The full report can be downloaded here: The Rise of TikTok Cities.
Child encouraged place managers to consider not just the message, but the medium. For hyperlocal conversations, Facebook still plays a role-but for broader influence, visual-first and short-form content platforms are now essential.
Using real-world examples, he showed how major cultural and sporting events can rapidly boost visibility. Liverpool overtook Manchester in digital mentions largely due to hosting Taylor Swift’s Eras Tour. While not every city can host a global superstar, he emphasised that every event-no matter the scale-has the potential to shape a city’s narrative. Looking ahead, Manchester could benefit from a potential Oasis reunion, continued visibility around the Old Trafford redevelopment, and the BRIT Awards. Similarly, Bradford’s UK City of Culture designation and Brighton’s Pride celebrations have significantly raised their online profiles.
Child cautioned that many cities risk diluting their message by trying to do too much. His research shows that the most successful places are those that align their communications with clear, government-backed missions. Doncaster has focused on infrastructure, Lancaster on skills, and Plymouth on housing. Rather than attempting to be all things to all people, places that focus on clear, distinctive narratives tend to cut through.
He concluded by reinforcing that place branding is no longer about slogans or logos - it’s about authenticity, trust, and participating in the daily digital life of residents and audiences. He also introduced the Visible Cities Network, a new global knowledge-sharing platform for cities, regions, and countries that positions online visibility as a central driver of place-based success.
For place makers, place leaders, place thinkers, and place policy shapers, the session demonstrated that successful places are not only well-managed-they are well-communicated. In a highly digital and competitive environment, being seen, shared and talked about is essential to attracting people, talent, investment, and trust. Understanding the dynamics of digital platforms, cultural momentum and engagement strategies is now fundamental to modern place management.
This session formed part of the Place Research Seminar Series within the MSc Place Management and Leadership at Manchester Metropolitan University, attended by international postgraduate students and researchers from across the UK, Netherlands, and Australia.
Published: 12 June 2025
Institute of Place Management, Manchester Metropolitan University
About the author
Formed in 2006, the Institute of Place Management is the international professional body that supports people committed to developing, managing and making places better.