The video-sharing social network, TikTok, is a resounding success in some African countries according to the Reuters Institute’s Digital News Report 2023 study. Kenya is ranked first in terms of the popularity of Tiktok in the world.
1- Kenya, undisputed leader of TikTok
The Reuters Institute’s Digital News Report 2023 reveals that 54% of Kenyan Internet users choose TikTok as their favorite social network for all kinds of requests. However, only 29% of users visit this platform for information. This data demonstrates that TikTok is above all an entertainment and sharing space for Kenyan users.
The craze for TikTok in Kenya can be explained by several factors. On one hand, the app offers a simple and user-friendly interface that makes it easy for anyone to create and share creative videos. On the other hand, TikTok offers varied and entertaining content, ranging from dances and viral challenges to makeup tutorials and humorous jokes. This mix of authenticity and entertainment seems to appeal to Kenyan users.
2- Thailand on the podium
Outside of the African continent, Thailand ranks high on TikTok. With 51% of Internet users preferring this platform, the country climbs to 2nd place on the podium in the world ranking. TikTok has become a real trend in Thailand, giving users a space to express their creativity, share their culture and connect with a diverse community.
TikTok’s popularity in Thailand is driven by users’ desire to stand out and show off their talents. Traditional dances, local dishes and Thai customs are widely shared on the platform, allowing users to promote their culture to a wide audience. This creativity and openness to the world make TikTok an essential tool for young Thais.
3- South Africa, a strong presence on TikTok
The report also highlights South Africa’s remarkable presence on TikTok. The Southern African country ranks third in the rankings, with 50% of general user queries and 22% of news queries. This popularity testifies to the commitment of South African users on this platform, which has become a place of expression and exchange for the local population. The reasons for this success in South Africa are similar to those in Kenya.
TikTok provides a space for creativity and expression where users can share their talents and passions with an international community. In addition, the app helps to create social connections and discover new trends, which enhances its appeal to South African users. It should be noted that the authors of the study specify that “the results should not be considered as representatives at the national level” for Kenya and South Africa. The authors of the survey reportedly targeted people between the ages of 18 and 50 and were conducted in English.
We also find in the ranking countries such as Peru, 4th on the list with 48% use, and Malaysia and the Philippines which closes the ranking with 42% each.
TikTok is experiencing a dramatic rise in the social media world. With its format of short and captivating videos, it has conquered users all over the world.
AfrikPage with News agencies