TikTok releases it’s end year report.

As we wrap up 2024, TikTok emerged as a transformative platform for creators, significantly reshaping the cultural, social, and economic landscapes of Kenya and the broader East African region.

This year, TikTok became a catalyst for cultural celebration, community building, and entrepreneurial success.

From uplifting underrepresented voices to inspiring social change, TikTok empowered Kenyans to share their stories, build thriving businesses, and bring communities together.

“Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video.

From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact.

We celebrate our Kenyan and wider East African community who have inspired and entertained us this year, as we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine,” said Boniswa Sidwaba, Head of Content Operations, Sub-Saharan Africa, TikTok.

Breaking Barriers and Amplifying Voices

In 2024, TikTok proved that creativity can drive real-world change.

• Dennis Ombachi (@theroamingchef), a former Kenyan rugby star served up culinary masterpieces while fearlessly sharing his mental health journey, inspiring audiences across the globe.   He is part of TikTok’s Global Change Makers Programme, having partnered  with Mtoto News, a child-focused organisation in Kenya dedicated to amplifying the voices of African youth.
• Hezron Asewe (@godwinthenewsman) brought the rich tapestry of Kenyan culture and language to TikTok, teaching his audience the intricacies of local traditions in a fun and accessible way. His content is a living classroom, where heritage meets modern learning.
• Dr Ann Mwongela (@mindclaritycentre) uses her platform to offer valuable mental health advice, giving her followers insights on dealing with life’s stresses and providing a safe space for open dialogue on mental wellness.
• Priscilla Wanjiru Karanja (@tr.cillah) transformed learning into an interactive, fun experience through her “#TeachersOnTikTok” approach. By using trending song and dance and simplifying maths, she has found a way to make education engaging for her primary school students.
• Rukia Bulle (@rukia_bulle) gives a behind-the-scenes glimpse into the world of journalism. Through her unique storytelling, she simplifies the complex world of news reporting, showing her followers what it takes to craft a compelling story from the ground up.
• Roy Kanyi (@roy.kanyi) is a tech influencer and educationist, who uses his platform to simplify the tech world for everyday users. His reviews on gadgets and tech products have helped his audience make informed choices in an increasingly digital world.

Boosting Businesses and Entrepreneurs

TikTok has been a virtual rocket launcher for small businesses in Kenya, transforming them into cultural icons.

• Shiquo HiiStyles (@shiquo4) is a trailblazer in the Kenyan business scene, selling affordable products and using TikTok as her marketplace. Her innovative approach has made waves in the e-commerce world, providing access to quality products at affordable prices.
• Cherie Kihato (@cheriekihato) has expanded her business beyond East Africa, growing her online presence and mentoring other entrepreneurs through TikTok. Her success story is one of resilience, proving that with the right tools, businesses can thrive on this platform.
• Amos Ngahu (@moneygossip) is helping people manage their finances better, offering financial literacy and advice to his followers. Through his accessible and engaging content, he’s demystifying the world of personal finance for the masses.
• Dreadlocks Nairobi (@dreadlocksnairobikenya), led by Mwangi Muthoni, has grown into a movement thanks to TikTok. What started as a hairdressing service turned into a viral business sensation, with fans eagerly following and engaging with their content.
• Ann Muhia (@anne_muhia), known as ‘The Unprepared Entrepreneur,’ uses her platform to share lessons from her own business struggles, helping others navigate the challenges of entrepreneurship. Through her authenticity and transparency, she’s built a community of fellow entrepreneurs.
• Erastus Ayieko Otieno (@flaqoraz) has turned his entertainment content into a thriving business, securing brand partnerships through his comedic sketches and viral videos. His success on TikTok proves that humour can open doors to exciting opportunities.

Shaping Movements

If TikTok were a stage, Kenyan creators stole the show in 2024, blending culture and creativity to shape global trends.

• Ayuni Nyapolo (@mama_jabidii), an elderly mother and musician, went viral with her song ‘Miel Matin’ which turned into a TikTok challenge that united Kenyans and inspired global audiences to reconnect with traditional sounds.
• Owino Suzan (@suehowino) has taken the #FoodTok world by storm, using her cooking to showcase authentic Kenyan dishes. Her content highlights the rich culinary culture of Kenya, making her a beloved figure for those who crave a taste of tradition.
• Claire Wamboi (@juneclairedontre) has carved out a niche as the go-to source for movie reviews, offering fresh takes on the latest films and creating a thriving community of movie buffs who trust her judgment.
• Bite Buddies (@bitebuddies1) is a food lover’s paradise. This channel unveils the secrets behind Kenya’s best street food spots, bringing hidden gems into the spotlight and showcasing the country’s vibrant food culture.
• Kantel Mdagliz and Manna Zoggo (@wadaglizke), a Kenyan rap duo gave us the viral anthem “Anguka Nayo,” which became a global sensation during the Kenyan protests. Their music brought people together, resonating with Kenyans everywhere, while also capturing the attention of the world.
• Rajvir Soin (@adventuresingh) uses TikTok to amplify Kenya’s stunning travel destinations, taking his followers on a journey across the country and showing them the beauty that lies just beyond the beaten path.
• Adam Sebastian Fempe (@fempe), a travel creator from Tanzania, has built a loyal following by conducting public interviews with tourists, offering a unique glimpse into Kenya’s tourist hotspots from the perspective of global travellers.
• Connie Nganga (@.boina) is a food influencer who’s making waves by uncovering the best and most affordable places to eat in Nairobi. Her content is a must-watch for anyone who wants to explore the city’s culinary scene.
• Sean Mwaniki (@sean.mmg), a musician and dancer, has turned his famous song “Magi Magi” into a viral sensation, building a brand that resonates with audiences through catchy tunes and energetic performances.
• Onesimus (@onesimusmuzik1), from Malawi and representing East Africa in the global music scene, gained international recognition with his hit song “Controller,” which even earned a Grammy nomination. His music continues to break barriers and reach global audiences.

Season of Sports

In 2024, TikTok redefined the way we experience sports, transforming how fans connect with their favourite athletes, teams, and leagues.

The platform became a forum for all voices, including those often underrepresented in traditional sports media.

Broadcasters leveraged TikTok’s power to reach wider audiences, creating innovative content that resonated across the globe.

With a 350% increase in #SportsOnTikTok posts compared to last year, TikTok’s influence on the broader sports industry is undeniable.

These creators used their platforms to build connections, inspire fans, and grow a sense of camaraderie within the sporting world.

• Fanuel John Masamaki (@zerobrainer0), one of the most followed Tanzanian creators on TikTok, uses his platform to create hilarious football content that resonates with millions of fans, making him a standout in the #SportsOnTikTok community.
• James Ndege (@boxtoboxregista) has built a massive following by providing football fans with up-to-the-minute highlights, ensuring no one misses a match. His dedication to the sport has earned him a loyal community of sports enthusiasts.

Looking Ahead: The Journey Doesn’t End Here

TikTok in 2024 wasn’t just about scrolling for fun, it was about making a difference, sharing stories, and lifting voices.

From helping small businesses thrive to amplifying changemakers and sparking viral trends, TikTok has become a platform where creativity and connection collide.

So, as East Africa celebrates its #YearOnTikTok, one thing’s clear: 2025 better be ready because this community is just getting started. Here’s to more inspiration, laughter, and impact in the years to come!

Year on TikTok 2024 Methodology

Year on TikTok 2024 is based on research comprising in-app and third-party insights focused on TikTok’s social, economic, and cultural impact, conducted from January to November 2024.

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