TikTok Takes the Spotlight in Sub-Saharan Africa

According to a survey conducted by the GeoPoll survey platform, TikTok is experiencing rapid growth in adoption in Sub-Saharan Africa. The study reveals that TikTok is the region’s second most used social media platform, behind only Facebook. The research involved 4,170 participants from Ghana, Nigeria, Kenya, and South Africa. The results show that Facebook remains the most popular social media platform in Sub-Saharan Africa, with 82% active users.

However, the real surprise is that TikTok has emerged as the region’s second most used social media platform, surpassing well-established platforms like Instagram (54%) and X at 49%. The survey found that 60% of respondents actively use TikTok, which showcases its remarkable ascent in Sub-Saharan Africa’s social media landscape.

These findings are consistent with a previous study by Meltwater in January 2023, indicating a consistent upward trend for TikTok on the continent.