Chinese video-sharing app TikTok is targeting growth in African countries, as it offers a new platform for influencers across the continent.
TikTok has been raising awareness of its benefits through “creator sessions” for youths in Nairobi, Kenya. It has partnered with Transsion, a Chinese phone maker with a major presence in Africa, to boost a new phone model and raise awareness of TikTok.
TikTok has also been active in Nigeria, signing up “influencers” including dancers, comedians and singers, while appointing a “talent acquisition manager” to look after talent and co-branding campaigns.
This has seen TikTok, owned by Chinese parent ByteDance, ranked third most popular social media app in Nigeria and sixth among Kenyans in the Google Play Store, according to Quartz Africa.
TikTok and South African mobile company MTN have signed a deal to create customised MTN TikTok data bundles to cater for the growing number of TikTok users in South Africa.
The app has focused on understanding the various African markets it is operating in, finding ways to serve local and relevant content. #Africancheck on TikTok had 20.4 million views; #southafricancheck had 206 600 and #myparentsareafricancheck had 961 200 in early May. This is content created by Africans for Africans.
TikTok’s largest user base in Africa is Gen Z and millennials, say TikTok representatives. Africa’s youth population is expected to double by 2055, giving TikTok a massive audience across the continent.
