A rapidly growing social media sensation is taking the limelight and capturing the hearts of the new generation in Kenya. As per a recent report by the Reuters Institute, Kenya has surged ahead as the global frontrunner in TikTok usage. This app, born in 2016, has discovered its true home in Kenya, with an impressive 54% of Kenyans embracing it for various purposes, ranging from content creation to sharing videos from their beloved creators. It’s noteworthy that 29% of TikTok usage in Kenya is dedicated to staying informed with news updates.
The rise of TikTok as a news distribution platform indicates a significant shift in how information is consumed, especially among younger audiences. Unlike traditional giants like Facebook, which are experiencing a decline in popularity, TikTok has become the go-to destination for accessing news content.
TikTok users in Kenya exhibit a strong preference for following celebrities and social media influencers to stay updated on current affairs, injecting a fresh perspective into the news landscape.
Expanding beyond Kenya, Thailand secures the second spot on the TikTok frontiers, with South Africa proudly claiming the third position. Thailand’s TikTok community engages in a diverse range of content, allocating 50% to general usage and interaction. In contrast, South Africa’s TikTok users actively seek news updates, constituting 22% of their TikTok activity.
This study unveils an intriguing aspect of news consumption behavior, revealing that audiences selectively avoid news stories evoking sadness or anxiety as they prioritize their mental well-being. To safeguard their emotional health, individuals gravitate towards uplifting and inspiring content, carefully choosing their news sources.
The swift rise of TikTok is undeniable, capturing the attention of 44% of its users, particularly resonating with the younger demographic aged 18 to 24. This exponential growth in TikTok’s influence creates new opportunities for businesses and content creators to connect with a broader audience and play a role in shaping the narrative of news dissemination.
While Facebook and Twitter continue to exert influence over legacy social networks, TikTok’s emergence as a formidable player in news consumption signals a profound transformation in the media landscape. With African users increasingly turning to TikTok for their daily information, businesses and news organizations must adapt their strategies to meet the evolving needs and preferences of this dynamic audience.
Kenya’s groundbreaking success on TikTok sets the stage for a new era of news consumption, urging African businesses and media outlets to stay attuned to these trends. Harnessing the platform’s potential becomes crucial for engaging and informing the vibrant communities across the continent.
Embracing the transformative power of TikTok and its impact on news distribution, Africa can confidently step into a future where information is readily accessible, engaging, and tailored to the diverse needs of its population.