This year, TikTok wasn’t just a hub for trends and challenges; it became a powerhouse for cultural celebration, community building, and entrepreneurial success.

From amplifying underrepresented voices to driving innovation, TikTok empowered creators, communities, and entrepreneurs to make a lasting impact.

Let’s take a look at the Year on TikTok and relive the moments, creators, and businesses that made 2024 unforgettable.

Advocacy Through Authenticity

TikTok’s global initiatives found meaningful resonance in Nigeria, with creators using the platform to challenge stereotypes and foster change.

• Charity Ekezie (@charityekezie), a 2024 Global Change Maker, used her platform to demystify misconceptions about Africa. Her collaboration with local NGOs to champion digital inclusion has earned her a place among the top advocates for change, with TikTok donating $25,000 to her NGO partner, Paradigm Initiative, dedicated to promoting digital rights and inclusion across the continent.

• Uduak Ekpo (@ms_yudee) boldly celebrated Africa to the world, particularly during #AfricaDay. Through her authentic and engaging content, she showcased the richness of African culture, proudly representing the continent and challenging harmful stereotypes.
• Victor Panwal (@blaqboi__vic), known for bringing joy and laughter to his audience, has encouraged playfulness and fun during challenging times. By creating spaces for strangers to connect through shared moments of joy, he’s proven that it doesn’t take much to bring people together even during difficult times. 

• Funmto Ogunbanwo (@funmto) has become a strong advocate for mental health awareness in Nigeria. Her thoughtful content encourages open conversations around mental health, fostering support and understanding in her community.

Small Businesses, Big Impact

TikTok was a launchpad for small businesses and entrepreneurs in Nigeria, turning creativity into measurable economic gains.

• Ruth Erikan James (@veekeejames) empowered her community to thrive in the fashion world with her TikTok presence. Through her FashionTok content, she not only showcases her own journey but also shares tips and tricks for others to build their own fashion businesses, leading by example.

• Vicky Betran (@productive_vee) helps creators grow by offering editing tutorials and courses on how to monetize social media. Her educational content has become a valuable resource for aspiring content creators looking to turn their passion into profit.
• William Etombi (@willy_kanga_) has created online animation tutorials, turning his passion into a sustainable business. His expertise has opened doors for others to learn and grow in the field of animation.
• Enioluwa Adeoluwa (@enioluwa) is a multifaceted creator, excelling as a beauty influencer, EU Ambassador, filmmaker, and moderator. He uses his platform to share beauty tips and inspire positivity while building a successful career in the entertainment industry.
• Awurum Cynthia Chikodi (@kodiateliers) is a fashion designer who uses TikTok to showcase her creations and connect with clients. Her engaging content has allowed her to build a loyal customer base, proving that TikTok can be a powerful tool for growing a creative business.

Shaping Movements and Celebrating Icons

This year, TikTok became a cultural stage where Nigerian creators and trends captivated global audiences.

• Lade Ibikunle (@ladeibikunle) is a travel creator whose adventurous spirit and authentic storytelling have captivated younger audiences eager to discover both popular and hidden destinations across Africa.
• Edna Francis (@ednafrancis_) has taken the entertainment vertical by storm, offering insightful recommendations and reviews on shows and movies to watch, becoming a go-to voice for entertainment reviews.

• Niyi Fagbemi (@theniyifagbemi) is a cinematographer, drone pilot, and filmmaker who uses TikTok to portray the splendour and rich heritage of Nigerian culture through stunning visuals.

• Omiebam Brown (@danbrowntheartist) collaborated with TikTok to launch the first nine-part animated series, “3024,” as part of the African Innovators series. His work has redefined animation and storytelling on the platform.
• Omoshalewa Ogunsemoyin (@growwithzionn) is the leader of the #SchoolLunch community, showcasing creative ways to make school lunches exciting and inspiring others to rethink their lunchtime routines.

• Habeeb Hamzat (@realpeller), aka Peller, hosted a TikTok LIVE with hitmaker Davido, attracting 389,800 viewers being the most watched livestream in Africa. His live streams continue to captivate audiences around the world.
• Ms Odoom (@Thehotburner) from Ghana became a #FoodTok sensation, delighting viewers with mouthwatering dishes like Jollof Rice and Mango Sorbet.
• Rajaatu Muhammed Ibrahim (@diaryofanortherncook) captivated food lovers on TikTok with delicious recipes and unique takes on traditional dishes from the northern part of Nigeria.
• Zainab Iye (@fabulous_facesbyzee) has become a #BeautyTok ambassador, educating her community on skincare and helping followers take better care of their skin.
• Chioma Anyanwu (@anchi_vibes) is known for her unique approach to entertainment reviews, sharing her thoughts on shows, movies, and viral content with her ever-growing audience.

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, the influence of TikTok on the broader sports industry is undeniable.

AFCON 2023 exemplified this influence, taking TikTok by storm during Africa’s biggest football tournament. Over 393,000 pieces of content were shared as countries vied for the coveted trophy.

From team songs and local dances to behind-the-scenes locker room interviews, TikTok brought sports entertainment to life for both passionate football fans and casual viewers alike.

• StoneAvenue (@stoneavenuee) has moved from TikTok to television, becoming a renowned football analyst featured on popular sports shows across the continent. His unique ability to break down football analysis has earned him a dedicated following, bridging digital content and traditional media.
• Dennis Cofie  (@ourafricanfootball) who also plays a role as one of TikTok Africa’s Safety Advisory Council members, has redefined sports entertainment on TikTok, offering fans a new way to connect with their favourite football teams and players.

TikTok also became the ultimate global stage for sports beyond football. Fans from around the world gathered for the Olympics and Paralympics, experiencing these events through fresh and engaging lenses—from #ChocolateMuffinTok reviews to epic wins and rich cultural moments filled African culture with song and dance.

The IOC, IPC, and official media rights holders used TikTok to showcase the authenticity and passion behind every athlete’s journey. Olympians and Paralympians demonstrated that they are not only incredible athletes but also charismatic content creators, giving fans a glimpse into the human stories behind the glory.

Reflecting on a Year of Creativity and Impact

From amplifying underrepresented voices to providing opportunities for business growth, TikTok has empowered creators and communities to make a significant impact. This year, the platform was more than a space for entertainment, it served as a hub for advocacy, entrepreneurship, and authentic connections.

Boniswa Sidwaba, head of Content Operations, Sub-Saharan Africa, TikTok, said, “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 Nigerian and wider West 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.”

Looking ahead to 2025, TikTok remains committed to nurturing creativity, championing inclusivity, and celebrating the diverse stories that make its community so extraordinary. The journey of inspiring, entertaining, and uniting people continues, and the possibilities are limitless.

This highly anticipated event, themed “An Infusion of Firewood and Flavours,” promises to unite food enthusiasts and cultural aficionados in a unique celebration of the iconic firewood-cooked Jollof Rice .

Speaking at the press conference to unveil the Firewood Jollof Festival, Chizoma Chukwueke, CEO of Firewood Rice Nigeria, revealed the driving force behind the event.

She said;

“We created Firewood Jollof in response to the nostalgia for the traditional smoky taste of firewood-cooked Jollof Rice. Our aim is to preserve this cherished culinary experience while celebrating our Nigerian heritage. Firewood Jollof has garnered immense popularity at prominent events like the GTB Food and Drink Fair and the Knorr Jollof Festival, where it emerged as a crowd favourite. This festival serves as a celebration of the brand’s success and a testament to the community’s unwavering support”.

Sixtus Kachukwu, customer service manager at Firewood Rice Nigeria, shed light on the distinctive features and competitive edge of the Firewood Jollof Festival, while unveiling the captivating experiences slated for the event.

“We have a thrilling experience in store for attendees,” he disclosed. “The event will feature an impressive display of mouthwatering dishes and delectable desserts. Additionally, we’ve lined up an impressive roster of celebrity hosts, including Enioluwa Adeoluwa, Yemisi Sophie Odusanya, popularly known as Sisi Yemmie, and Hilda Baci, who will spearhead an engaging mini cookathon. Get ready for an unforgettable experience featuring live music, thrilling entertainment, and mouthwatering food”.

In the lead-up to the festival, Firewood Rice Nigeria has been generating excitement across Lagos with a large-scale food drive, targeting local communities. This initiative, which shares the signature flavour of Firewood Jollof with the community, has garnered significant attention and a sizable following.

The company aims to leverage this momentum to create a vibrant and festive celebration of Nigerian cuisine and culinary heritage.

Firewood Rice Nigeria warmly invites foodies, families, and culture enthusiasts to join in the festive celebration on November 30^th 2024 at Muri Okunola Park.

More about Firewood Jollof Rice Nigeria

Firewood Rice Nigeria, owners of the Firewood Jollof brand, is a renowned food restaurant and corporate catering services company headquartered in Lagos, Nigeria. Since its inception in 2015, the company has rapidly gained popularity across Lagos for serving the most authentic and delicious firewood-cooked Jollof Rice in Nigeria.

 Firewood Jollof has carved a niche for itself by specializing in:

• Corporate Lunch Services: Catering to over 10 esteemed corporate clients across Lagos.
• Event Catering: Providing exceptional culinary experiences for top organizations, celebrities, influencers, and individuals at events such as weddings, birthday parties, end-of-year celebrations, meetings, conferences, workshops, and seminars.
• Food Festivals and Events: Regularly participating in prominent food festivals, showcasing its signature Firewood Jollof Rice.
• Through its commitment to quality, taste, and exceptional service, Firewood Jollof has established itself as a leader in Nigeria’s culinary industry.

As part of Africa Day celebration on 25 May, Meta announced the third iteration of its pan-African ‘Made by Africa, Loved by the World’ campaign.

Themed “Rising Stars”, this year’s edition aims to amplify the voices and stories of eight rising talents from across Africa, who are building a global presence and changing the way Africa is viewed on the international stage.

Representing several creative industries ranging from music, fashion, lifestyle, to art, this year’s self-shot ‘vlog-styled’ short stories provide a glimpse of the creators’ world and highlights how being African inspires their creativity.

Alongside this, Meta is running a dedicated community Reels challenge – #ShareYourAfrica #AfricaMade, encouraging the African community on Instagram to celebrate their authenticity – whether through dance, music, fashion, food or art.

For Africa Day Meta will be holding a fireside chat with a selection of key figures from across the continent – exploring the global impact of Africa’s youth and how platforms like Instagram are helping to fuel their global appeal. 

Commenting, Kezia Anim-Addo, Director of Communications, Sub-Saharan Africa, Meta, said: “We’re thrilled to celebrate Africa Day this year by amplifying the stories of just some of our talented rising stars from across the continent who are shining a spotlight on African culture, music, food, dance, fashion, and so much more in their own voices.

Every day, we see young African creatives use Meta technologies, like Instagram and Facebook, to share their stories, express themselves, and bring people together in incredible and inspiring ways. We’re proud that our technologies have a role to play in amplifying these voices and stories, both locally and globally.” 

The Rising Stars: Made by Africa, Loved by the World

Available to view on Instagram on each creator’s page as well as on the Meta Africa Facebook Page, are the stories of:

• Henry Ohanga (Kenya): An award-winning recording and performing artist, popularly known as Octopizzo, who is using his talents to inspire change in art, music, sports and culture. 

• Fhatuwani Mukheli (South Africa): An internationally exhibited visual artist, filmmaker and photographer passionate about healing people through visual arts. 

• Jacqueline Acheampong – Gyakie (Ghana): A singer, songwriter, and performer whose music features catchy melodies and infectious beats. With several performances in Ghana and across the world, she has clinched multiple local and international awards.

• Enioluwa Adeoluwa (Nigeria): A fashion and lifestyle influencer who has carved a niche in the fashion industry, collaborated with international brands, and built a strong community of GenZ fans around the world. 

• Njang Mengu Collins (Cameroon): A singer and rapper popularly known as Ko-C, who combines a distinctive fusion of Afropop and hip-hop with his songs successes having led to several international nominations.

• Qhamanande Maswana (South Africa): A visual artist celebrated internationally who effortlessly blends reality with imagination in each portrait, often depicting the beauty and challenges of everyday life in South Africa. 

• Fena Gitu (Kenya): A renowned female “Urban Soul” singer, songwriter and producer who has partnered with local and global artists. She has received several recognitions for her phenomenal work in the music industry and continues to be appreciated beyond Kenyan borders.

• Adesokan Emmanuel – Shanks Comics (Nigeria) A social media comic, skit maker, content creator, brand influencer and media personality who believes in the power of storytelling