Since its introduction in September 2016, TikTok has quickly gained popularity on the African continent.
Data based on TikTok’s Ad Reach figures shows the potential number of African users that can be reached on the social media platform through advertisements—and it is a staggering number.
The data also approximates the active user base by analysing TikTok’s advertising tools’ reach and engagement metrics.
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What the data says
According to the data, the African country with the highest number of users on the platform is Egypt, with 32.94 million users, closely followed by Nigeria, which ranks second with 27.39 users, and South Africa is third on the list with 17.6 million users.
Algeria ranks fourth on the list, with 17.42 million users, followed closely by Morocco and Kenya, with 12.41 million users and 10.6 million users, respectively.
Ghana is seventh on the list with 7.4 million users, Tunisia is eighth with 5.32 million users, and Libya is ninth with 4.95 million users.
DR Congo is in tenth place on the ranking, with 4.44 million users.
TikTok’s ban in some African countries
Although TikTok is currently one of the most widely used social media platforms in Africa, attracting users from different age groups and social classes, it has been completely blocked in some countries, such as Senegal and Somalia.
In June 2023, the social media app was banned in Senegal because concerns were raised over its contribution to promoting violence during the country’s protests.
According to the Senegalese government, the move was made to end misinformation and maintain public order.
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TikTok’s impact on Africa’s creator economy
From music promotional content, sports, religious content, and politics, the social media platform has influenced public discourse and how the world sees the continent.
TikTok has also empowered the creator economy on the continent as many African influencers promote their brands through several TikTok challenges and push towards getting brand ambassadorial deals from companies.
How TikTok will influence Ghana’s politics
A study by ScholarsBank and Woke Waves, titled ‘The Journal of Social Media in Society,’ shows that TikTok promotes a politically engaged community by urging users to share their views on political and social issues.
It has been used to mobilise people for change, where online engagement translates to real-world action.
As Ghana goes to the polls in December, supporters of the two major political parties have come out to lend their voices to support their candidates, which will massively impact the elections.
