Title: The rise of TikTok in sub-Saharan Africa: a new social phenomenon
Introduction :
In the social media landscape, one platform is starting to stand out in sub-Saharan Africa: TikTok. According to a recent study, the use of this application is growing rapidly in the region, propelling it to the second most popular social network, just behind Facebook. In this article, we will explore the reasons for this growing popularity, its impact on African digital culture and the issues it raises.
The TikTok phenomenon in sub-Saharan Africa:
According to the results of a study carried out by the survey platform GeoPoll, TikTok is booming in sub-Saharan Africa. From a sample of 4,170 people surveyed in Ghana, Nigeria and South Africa, it was found that TikTok now ranks second among the most used social networks, with 60% of users surveyed. This figure is impressive, especially when you consider that well-established social networks like Instagram and Twitter are relegated to lower positions.
The reasons for this popularity:
Several factors explain the rise of TikTok in sub-Saharan Africa. First of all, the application offers an entertaining and creative platform, allowing users to share short videos, often accompanied by dances, songs or challenges. This form of fun and interactive content has appealed to African youth, who constitute a significant part of the region’s population.
Additionally, TikTok provides an opportunity to express yourself and connect on a global level. African users have the opportunity to share their culture, talents and stories with a large international community. This increased visibility on a global platform can open many doors and provide new opportunities for African creators.
The influence of China:
It is interesting to point out that TikTok is an application of Chinese origin, belonging to the company ByteDance. This rise of TikTok in sub-Saharan Africa strengthens China’s influence on the continent. Indeed, China already has a strong presence in Africa, mainly due to its investments in infrastructure and economic sectors. The rise of TikTok can be seen as an extension of this influence, through the dissemination of Chinese culture and values among African youth.
Issues to consider:
This growing popularity of TikTok in sub-Saharan Africa raises certain issues. First of all, it is important to guarantee the data protection and security of African users on this platform. Recent concerns about TikTok’s data collection and use in other parts of the world should not be taken lightly.
Additionally, it is essential that African creators have a fair voice and visibility on TikTok. The expansion of the platform in sub-Saharan Africa must be accompanied by policies and measures to support and promote local creators, in order to preserve the cultural and artistic diversity of the region.
Conclusion :
TikTok is becoming a major player in the world of social networks in sub-Saharan Africa. Its fun and creative format has attracted young Africans eager to share their talents and connect to a global community. However, it is necessary to ensure the protection of users and equity in the visibility of African creators. The rise of TikTok in sub-Saharan Africa only strengthens China’s influence on the continent, highlighting the related geopolitical issues. It will be interesting to follow the evolution of this trend and its impact on African digital culture.
References :
– Source: https://fatshimetrie.org/blog/2023/10/01/lusage-de-tik-tok-en-croissance-en-afrique-subsaharienne/
– Image: https://pixabay.com/fr/photos/tik-tok-logo-tik-tok-logo-6837277/