Fortune Mgwili-Sibanda, the Director of Public Policy and Government Relations for TikTok Africa, discusses the company’s presence and plans in the continent. He describes his experience at TikTok as exciting and fast-paced, with a lot happening in just two and a half years. Kenya is a significant market for TikTok, as the country shows potential for growth and has a vibrant creative community.
While specific user figures for Kenya are not yet available, TikTok recently announced reaching one billion monthly active users globally. In Africa, TikTok is focusing on South Africa, Kenya, and Nigeria, where they see a lot of creativity. However, they are present in other African countries as well.
To tap into more African users, TikTok has initiated programs like the African Content Hub, which provides creators with tips and guidance on growing their brand and engaging their audience. They also have business development teams to establish partnerships. Monetization on TikTok varies, with options such as serving ads on the platform (not yet available in Kenya), brand collaborations with creators, and exclusive content behind a paywall.
In terms of content consumption, TikTok’s user preferences have evolved beyond singing and dancing. Kenyans heavily consume food, fitness, business talk, sports (especially football), stand-up comedy, and lifestyle content. When it comes to children’s safety, TikTok has implemented measures like deactivating direct messages for underage users, limited search visibility, and family pairing for parents to monitor their minors’ usage.
Overall, TikTok is optimistic about its growth in Africa, acknowledging the potential of markets like Kenya and the region’s creative talent. With strategic initiatives, partnerships, and a focus on user safety, TikTok aims to expand its footprint and provide African creators with a platform to showcase their talent and engage with a global audience.
Sources:
– Interview with Fortune Mgwili-Sibanda, Director Public Policy and Government Relations for TikTok Africa
