TikTok in sub-Saharan Africa: rapid growth that consolidates China’s influence
According to a recent study carried out by the survey platform GeoPoll, TikTok is currently experiencing rapid growth in sub-Saharan Africa, becoming the second most used social network in the region, just after Facebook.
The study, based on a sample of 4,170 people in Ghana, Nigeria and South Africa, reveals that 60% of respondents now use TikTok, placing the platform second to well-established social networks such as Instagram and Twitter.
These results attest to the emergence of TikTok as an essential platform in sub-Saharan Africa. TikTok users are attracted to its format of short, creative videos, which allow them to share entertaining content and connect with a global community. Additionally, TikTok provides visibility to local talent and allows users to express themselves freely, making it an attractive platform for young Africans.
This rapid growth of TikTok in sub-Saharan Africa also strengthens China’s influence on the continent. Indeed, TikTok is a Chinese application, created by ByteDance, a Chinese technology company. This expansion of TikTok in sub-Saharan Africa therefore highlights the growing importance of China in the field of social networks and technology in Africa.
However, it is important to note that Facebook still remains the leading social network in sub-Saharan Africa, with usage of 82% among those surveyed. Facebook thus remains a key player in the African social media landscape.
In conclusion, the growing use of TikTok in sub-Saharan Africa demonstrates the enthusiasm of young Africans for this video sharing platform. This trend also strengthens China’s influence on the continent, in the field of social networks and technology. Nevertheless, Facebook still remains the most popular social network in the region. The diversity of social platforms allows African users to connect, express themselves and share their creativity with the rest of the world.