TikTok is quietly snapping up creatives from YouTube and Instagram for a full Africa roll-out
13 March 2020
Early this year, the short video app TikTok joined Nairobi Garage, a leading coworking space in Nairobi’s Kilimani district.
The Chinese company behind the world’s fastest-growing social media app had already been holding “creator sessions” and meetups around the city in 2019, urging creative young Kenyans to learn about the benefits of joining the “fun, cool short video platform”. Last October it partnered with Chinese phone maker Transsion’s Infinix brand in Kenya with a hashtag campaign called #WeAreHot to boost a new phone model but also raise awareness of the app.
TikTok has been investing quietly, but significantly, to usher in a new age of influencers in Africa. It’s part of a concerted strategy for the youth-friendly app to get a major foothold in the world’s youngest continent and home to some of the leading global pop culture movers across music and film especially with the recent rise of Afrobeats and Nollywood. Read the full article on Quartz Africa here.