The company said on Wednesday that the app is designed to bring fans into a single space where they can follow live conversations, watch trending clips and access curated creator content tied to major events. It is available to users aged 18 and above.

Inside the app, users can take part in simple fan activities like searching event hashtags, visiting the World Cup hub and sharing related posts. TikTok said users will earn “Stars” for these actions.

The Stars can be exchanged for rewards such as official FIFA World Cup merchandise through an in-app store, TikTok Shop vouchers, or donations made through TikTok-funded charity programmes.

TikTok has partnered with Feeding America for the donation feature. Monica Lopez Gonzalez, chief marketing and communications officer at Feeding America, said: “We can end hunger when we come together, and our partnership with TikTok gives sports fans a simple and meaningful way to be part of that effort.”

She added: “By engaging with tournament content on TikTok Pro Events, the fan community can help direct earned Stars toward donations that support neighbours facing hunger.”

The company further noted that the World Cup experience will also connect to content inside its main app. Users can search “FIFA World Cup” to access dedicated hubs, which bring together clips, creators and broadcaster highlights from the tournament.

TikTok said these hubs are powered by a toolset it calls GamePlan, which supports discovery and audience engagement for sports organisations and media partners.

The TikTok Pro Events app is currently being rolled out in the US as a pilot project and will serve as a testing ground for future cultural and sporting events. Users can download it from the Apple App Store and Google Play Store.

MTN Nigeria has announced a public inquest scheduled for June 6, 2026, in which the mechanics of mobile data delivery, a subject that has fuelled persistent consumer frustration and regulatory scrutiny, will be subjected to structured, adversarial examination before a live national audience.

The context matters. Nigeria’s mobile internet subscriber base crossed 153.2 million in Q1 2026, according to data from the Nigerian Communications Commission (NCC), operating within an ecosystem where data traffic has grown exponentially. Yet subscriber trust has not kept pace with subscriber numbers.

Complaints about data depletion, speed inconsistencies, and opaque billing have remained a stubborn feature of the consumer experience, a gap between what networks advertise and what users believe they receive.

MTN’s response to that credibility deficit is structurally unusual. Rather than the standard combination of press releases and technical explainers, the operator is staging what it describes as a courtroom-style proceeding, with defined prosecution and defence teams, live evidence, and independent verification.

The design of the prosecution side is particularly notable. MTN is not selecting its questioners. Instead, it is partnering with independent media channels to allow Nigerians to vote for a five-member prosecution team drawn from technology creators and consumer advocates, figures the public, not the company, deems credible.

Those selected will be granted autonomous cross-examination rights over MTN’s technical executives, network engineers, and third-party mobile hardware specialists who will form the defence.

To address the obvious risk of a process that looks independent but isn’t, MTN has brought in KPMG to independently verify every diagnostic tool and backend demonstration utility used during the session. That decision is significant.

KPMG’s involvement raises the accountability stakes considerably and narrows the room for the kind of selective data presentation that has previously undermined corporate-led transparency exercises in the sector.

The entire proceeding will be streamed live across television, YouTube, Facebook, X, and TikTok, a distribution footprint that signals MTN is not treating this as an industry event but as a national public conversation.

What makes the initiative analytically interesting is what it reveals about the current state of the telco-consumer relationship in Nigeria.

The very existence of a format this elaborate, prosecution teams, independent auditors, live streaming, suggests that conventional communication has failed to close the trust gap. Operators have explained, demonstrated, and published. Subscribers remain sceptical.

The inquest format is, in essence, an admission that the burden of proof now requires a different standard of evidence.

Whether the June 6 event delivers on that standard will depend on execution. The selection process for the prosecution team, the quality of evidence tabled by both sides, and the degree to which KPMG’s verification role is genuinely independent rather than ceremonial will determine whether this becomes a replicable model for consumer accountability in African telecoms, or a well-produced exercise that changes little.

The venue is yet to be confirmed. The question it is trying to answer, however, has been on the table for years.

That’s what OneDosh is solving.

Following a series of real-world tests, OneDosh has confirmed that creators can now receive payouts from platforms like Facebook, TikTok, YouTube (AdSense), and Instagram brand deals directly into their OneDosh accounts without the usual friction that comes with cross-border payments.

Instead of navigating multiple platforms, accounts, and delays, creators can now receive and manage their earnings in one place.

“Creators today are global by default, but the systems they rely on to get paid haven’t caught up,” said Jackson Ukuevo, Co-founder of OneDosh. “This is about making sure that when you earn, you can actually access your money simply and without delays.”

With OneDosh, creators are able to:

• Receive payouts from platforms like Facebook, TikTok, YouTube AdSense, and Instagram partnerships
• Manage their earnings in a single wallet
• Fund and spend globally without needing multiple accounts
• Enjoy reliable, secure, and fast transactions with no hassle

Rather than introducing a new system, OneDosh fits into how creators already earn, removing the friction between earning and accessing money.

As more creators build audiences across platforms and borders, the ability to receive payments easily is becoming just as important as the ability to earn.

This update positions OneDosh as part of that shift, simplifying how creators access and use their income, no matter where it comes from.

OneDosh is a cross-border payments platform that enables users to send, receive, and spend money across countries through a single app and card, with a focus on simplicity, reliability, and global accessibility.

That is a huge amount of time, but many users say something has changed. They are still opening the apps, but not enjoying them. 

This should not be ignored. If people continue to use platforms while feeling tired, bored or detached, it means the business is strong, but the experience is getting weaker. Instagram and TikTok are still top in the space, but topping the list does not always mean delight.

When Social Media Felt More Personal

Instagram once felt like a digital photo album. You followed friends, classmates, family members, footballers, musicians and a few celebrities. 

Posts were imperfect and usually spontaneous. Someone shared holiday pictures, a birthday dinner or a funny moment and you looked because you cared about the person.

TikTok arrived later with a different energy, feeling unpredictable. Unknown users could become stars overnight. Comedy, dance, reactions and niche interests spread quickly. Many users felt they were discovering culture in real time.

Both apps once created a sense of surprise. You opened them without knowing what you might find. But then, that feeling has faded for many users.

The Feed Is No Longer Built Around Friends

The biggest change is that these platforms are no longer centred on who you follow. They are now built around recommendations designed to keep attention.

That means you may open Instagram hoping to see friends and instead get creators you do not know, suggested reels, adverts and reposted clips. On TikTok, discovery is its strength, but endless recommendations can also make the experience feel impersonal.

The system may know what can hold your eyes for ten seconds. It does not always know what you value.

This is why some users spend longer on the apps while feeling unsatisfied when they close them.

Too Much Content, Too Little Memory

There is now more content than any person can meaningfully absorb.

Millions of videos are uploaded across platforms each day. Trends are copied at speed, audio clips repeat, editing styles become identical, advice is recycled and jokes are remade until they stop being funny.

You can scroll for 30 minutes and find it difficult to remember a single post.

That is not because users are careless, but because oversupply reduces impact. When everything competes for attention, very little stays with you.

Everyone Is Selling Something

Social media used to be built mainly on expression, but now? It is highly commercial.

Creators earn through sponsorships, subscriptions, affiliate links, merchandise and direct sales. Businesses rely on Instagram and TikTok for marketing and even ordinary users now present themselves as brands.

There is nothing wrong with people making money, but then, constant selling changes the atmosphere.

When skincare, clothing, fitness plans, gadgets and paid partnerships fill the feed, users can feel they are moving through a shopping centre rather than a social space.

Entertainment becomes transactional.

Posting Feels Riskier Than Before

Many users no longer post as freely as they once did.

Every upload can be measured publicly through likes, views, comments and shares, which creates pressure. People compare themselves with others, worrying that a photo is not good enough or a video will flop.

Recent UK data showed active participation falling. Only 49% of adults were posting, sharing or commenting, down from 61% in 2024. Many people still use social media, but more now watch silently instead of contributing. 

That is an unignorable transition. A platform loses its social vibe when fewer people are social on it.

Short Videos Can Be Entertaining, and Exhausting

Short-form video changed the rhythm of the internet.

Content now has seconds to win attention and if it fails, users swipe away instantly. This rewards unignorable openings, faster edits and constant novelty.

The result can be addictive in the moment, but draining over time, and many users know the feeling of opening the app for five minutes, losing forty, then leaving oddly unsatisfied.

That is because speed is not the same as fulfilment.

Young Users Are Moving to Smaller Spaces

People have not lost interest in connection, they are just changing where it happens.

Many younger users now prefer private group chats, close friends lists, messaging apps and smaller communities where conversations are safer and more genuine.

In those spaces, performance is not always as satisfying, pressure is minimal and fewer strangers watching.

Public feeds are becoming entertainment channels just as private spaces are where social life actually happens.

What Instagram and TikTok Still Get Right

It would be wrong to claim these platforms are failing.

They are powerful tools for creators, small businesses and cultural trends, helping music spread, products launch, careers grow and communities form. TikTok is still one of the strongest discovery engines online. Instagram remains central to fashion, lifestyle and visual culture.

Many users still enjoy them every day, but the issue is not usefulness, it is an atmosphere.

Can They Feel Fun Again?

Yes, but probably not by doing more of the same.

Users want better management over feeds, fewer interruptions, more relevance and more authenticity. They want to see people they care about, they want content that feels fresh, not manufactured and they want to enjoy themselves without feeling managed.

That may require a return to the fact that social media should feel social.

Final Word

Instagram and TikTok did not lose their fun overnight. They became more efficient, more crowded and more commercial.

Those changes helped them grow, but growth usually comes with some sacrifices.

People are not tired of connection, humour or creativity, what they are tired of is systems that turn every spare minute into another scroll.

Businesses of all sizes thrive on TikTok and use the platform to reach new customers and build their brands.

The initiative will leverage TikTok’s suite of digital commerce tools and reach combined with the ICC’s expertise on international trade, powerful network of national committees and chambers of commerce, to expand access to training, mentorship, and digital resources in Nigeria.

Through this partnership which is also supported by Nigeria’s National Information Technology Development Agency (NITDA) and the Lagos State Employment Trust Fund, TikTok and ICC will equip small businesses in Nigeria with digital skills and tools to increase revenue opportunities, expand market access, and build long-term resilience.

By connecting global expertise with local business communities, the Digital Commerce Labs will create a scalable education model that can be replicated across markets to help entrepreneurs translate digital knowledge into real-world growth opportunities.

The program is designed to build long-term digital commerce ecosystems by working in close collaboration with national chambers and local organizations.

The program will deliver learning and economic impact through three integrated components:

• Community building will form the foundation, bringing small businesses together through virtual and in-person sessions with relevant local ecosystem partners to foster peer learning and network development.
• Self-led online training modules hosted on a dedicated learning platform will offer participants flexibility and depth, featuring videos produced by local experts, interactive quizzes, and a certificate of completion.
• Virtual classrooms will provide instructor-led learning opportunities where entrepreneurs can engage directly with industry experts, ask questions in real time, and deepen their understanding of digital commerce tools and strategies.

“This partnership marks a powerful step forward in our mission to build a more inclusive, dynamic, and accessible global economy. By joining forces with TikTok to launch the Digital Commerce Labs, we are equipping entrepreneurs and small businesses across ten markets with the practical tools, knowledge, and confidence they need to thrive in the digital age. Ultimately, this initiative is about impact: unlocking opportunity, strengthening resilience, and ensuring that the benefits of digital commerce are shared more widely. Together, we are helping shape a more inclusive future for businesses globally,” said John W.H. Denton AO, secretary general, International Chamber of Commerce.

“We’ve seen how small businesses can grow rapidly on TikTok by connecting with communities in authentic ways. This has reinforced the importance of educating small business owners on how they can go beyond visibility and actively support their long-term success. Our partnership with the International Chamber of Commerce, NITDA and Lagos State Employment Trust Fund is an important step in that direction, equipping entrepreneurs with the resources they need to scale and thrive” said Tokunbo Ibrahim, acting head of Government Relations & Public Policy, Sub-Saharan Africa at TikTok.

The Digital Commerce Labs program is expected to launch across 10 countries, supporting entrepreneurs through community programming, digital learning resources, and virtual training sessions.

The program will launch in select markets across Latin America and Africa this spring, followed by a broader expansion across Africa and to Thailand later this year.

Small businesses in Nigeria are encouraged to sign up to stand a chance to be a part of the comprehensive training programme, designed specifically to help local entrepreneurs sharpen their skills and scale effectively.

At the same time, Google still holds close to 90% of the global search market.

There is a difference, but one that is closing fast. I have noticed it in my own behaviour. When I want a quick answer, I type into Google. When I want to see something, maybe a place, a product, a real experience, I open TikTok.

Search no longer means what it used to

Search used to be as simple as typing a question, scanning links, and choosing what to read.

Of course, that model still exists, but it is no longer the only one.

Today, search means:

• Watching a short video
• Listening to someone explain
• Seeing results in real time

On TikTok and Instagram, people go beyond looking for answers to looking for proof, context and experience.

This is a transition from information to demonstration.

Google still holds the system together

It is important to be clear that Google has not been replaced.

It is still the starting point for billions of queries every day. It indexes the web, organises information, and delivers results at speed. For anything detailed, including health, finance, and research, it is still the most reliable route.

Its strength is structure:

• Ranked sources
• Verified websites
• Depth and coverage

Even among younger users, Google is usually the final step, even when it is not the first.

Why TikTok is pulling people in

When it comes to search, TikTok works differently from Google, it does not present pages but people.

If I search for a restaurant, I do not get a list. I see someone walking into the space, showing the food, reacting in real time and that is surely what I want.

This is why usage is increasing. Nearly half of consumers now use TikTok for search-like behaviour, and younger users rely on it heavily for discovery.

Do not think it is replacing Google, it is more about answering a different need:

• “What does this actually look like?”
• “Is this worth it?”
• “What do people really think?”

TikTok answers those questions faster.

Speed vs depth

At the top of this is a simple trade-off.

TikTok is fast.

• Answers come quickly
• Content is easy to consume
• Little effort is required

Google is deep.

• More detailed information
• Wider range of sources
• Greater reliability

The difference is technical and behavioural. When I am in a hurry, I want clarity. When I need certainty, I want depth.

The trust problem

This is where the conversation becomes more serious.

Google’s results are built on ranking systems that prioritise established sources. TikTok relies on creators and engagement.

That changes how trust is formed.

On TikTok, a video can gain visibility because people interact with it, not because it has been verified. Engagement is not the same as accuracy.

However, many people still trust what they see there. Why? Because it feels human, direct and real.

Why people are changing their habits

The transition shows how people now prefer to learn.

Many users, especially younger ones, are moving towards:

• Visual explanations
• Personal experiences
• Quick, practical answers

Research shows that social platforms are now used as discovery tools at scale, particularly for lifestyle, products and local searches.

This is not about abandoning Google but splitting behaviour across platforms.

What this means for businesses

This change is already affecting how brands operate.

It is not enough to rank on Google these days, visibility now depends on:

• Appearing in short-form video
• Being explained by real people
• Showing, not just telling

Search has become fragmented. One platform no longer owns it.

A restaurant, for example, might still rely on Google for location and reviews. But discovery, the moment someone decides to visit, may now happen on TikTok.

Is this just a phase?

The data shows something more permanent.

Usage of TikTok for search is growing endlessly, and at the same time, Google comes first in overall search share.

This is not a replacement but a redistribution.

People are choosing platforms based on intent:

• Google for accuracy and detail
• TikTok for speed and experience

This is becoming consistent.

Where this leaves the user

We are no longer searching in one place. We move between platforms, usually without thinking about it. A question might start on TikTok, continue on Google, and end with a decision influenced by both.

That changes something fundamental. Search is no longer about finding information but about how that information is presented, who presents it, and how quickly it is understood.

So when doing your search, don’t focus on whether Google is losing, or TikTok is winning. When you need an answer today, focus on whether you trust what is fastest or what is most complete.

Under the agreement, Oni-Tel will deliver high-speed, low-latency connectivity to Africa Data Centres’ Midrand and Samrand campuses through its Infinity fibre interconnection platform.

Purpose-built for data centre interconnectivity on a resilient network with direct access to Gauteng’s key data centre hubs, this provides customers with fast, high-capacity bandwidth and secure, carrier-grade performance, supporting the levels of uptime required in today’s data-driven environments.

“As enterprises accelerate cloud adoption, AI deployment, and data-intensive workloads, they need dependable, scalable connectivity within trusted local data centres.

By partnering with Oni-Tel, we’re giving our customers access to enhanced fibre infrastructure that supports their growth and innovation, while maintaining secure, enterprise-grade environments for businesses navigating South Africa’s digital economy,” said Adil El Youssefi, CEO of Africa Data Centres.

For Africa Data Centres, which operates the continent’s largest interconnected, vendor- and cloud-neutral data centre platform, the collaboration strengthens its service portfolio by enhancing performance and expanding connectivity options within its facilities.

Customers gain greater interconnection choice, high-availability architecture, seamless bandwidth, and the ability to scale efficiently as their infrastructure requirements grow.

“Our partnership with Africa Data Centres enables us to deliver our premium fibre interconnection solution into some of the most strategically important data centre hubs in Gauteng. Through Infinity, customers benefit from ultra-low latency connectivity, scalable capacity, and secure, carrier-grade infrastructure designed to keep their businesses ahead in an extremely competitive digital landscape,” said Ellisha Gobind, chief commercial officer at Oni-Tel.

Africa Data Centres’ facilities across the continent serve as key interconnection hubs, supporting enterprises, cloud service providers, financial institutions, mobile network operators, fixed network operators, and other users.

Oni-Tel’s dark fibre solution further expands the range of carrier-neutral options available to Gauteng customers, enabling improved network speed and performance.

As demand for secure, high-performance digital infrastructure continues to rise, Africa Data Centres remains focused on building a robust, interconnected ecosystem that supports enterprise innovation and long-term growth across South Africa and the wider region.

The new site will be built in Lahti, in southern Finland and the company said it will start with a capacity of 50 megawatts and could expand to 128 megawatts over time.

Projecting the facility to be up and running by 2027, TikTok began work on its first Finnish data centre in Kouvola less than a year ago. This is due to become operational by the end of this year.

Together, both sites are part of a 12 billion euro plan to store and manage European data locally.

TikTok says the programme is designed to strengthen safety for more than 200 million users across Europe. The company currently stores European data across centres in Norway, Ireland and the United States, with added security measures in place.

Pressure on TikTok has been growing on both sides of the Atlantic. In Europe, regulators are paying more attention to how social media platforms handle user data and protect children.

In the United States, TikTok’s Chinese parent company, ByteDance, avoided a ban in January after agreeing to strengthen data management.

Finland has attracted a steady flow of data centre projects in recent years. Similar investments have come from tech firms, drawn by the country’s cold climate, which reduces cooling costs, and its supply of low-cost, low-carbon electricity. The regulatory environment has also helped.

Still, not everyone in Finland is fully convinced. Last year, when details of TikTok’s first project emerged, some politicians said they were not properly informed. Questions around security and transparency have not completely gone away.

Local officials in Lahti have taken a more positive view. Mayor Niko Kyynarainen said, “In the context of Lahti, the investment is substantial. We are pleased that a main tenant agreement has been signed and that the project is progressing as planned.”

The platform, owned by ByteDance, has applied to Brazil’s central bank for two licences that would allow it to operate as a payments and lending company. The people told Reuters the plans are confidential and asked not to be named.

One of the licences would permit TikTok to act as an electronic money issuer. That would allow users to hold balances, receive funds and make payments within the app.

The second would enable it to operate as a direct credit company, meaning it could lend its own funds or connect borrowers with lenders, but not take deposits.

If regulators approve the applications, TikTok could begin offering basic financial services in one of the world’s most active digital banking markets.

Brazil has seen strong growth in fintech, with firms such as Nubank, Banco Inter, PicPayand Mercado Pago competing for users across payments and lending.

TikTok has not responded to requests for comment. Brazil’s central bank also declined to comment.

Still, there are signs the company is moving ahead with its plans. Executives from ByteDance, including payments head Liao Baohua, met central bank governor Gabriel Galipolo in Brasília in March 2026, according to his public schedule.

It is not yet clear whether TikTok intends to roll out a full set of financial products or focus on supporting transactions tied to content and e-commerce on its platform.

The company has taken similar steps elsewhere. In China, ByteDance launched its own payment service in 2021 to support shopping within its apps, competing with established platforms like Alipay and WeChat Pay.

In Indonesia, it pursued a payments licence in 2023 but was later blocked from handling transactions directly, forcing it to work with local partners.

Brazil has one of the highest rates of social media use globally, and TikTok already has a vast audience there, easing its new focus if the payments licence is approved.

By late 2025, the platform had about 131 million adult users in the country, with advertising reaching 80% of that population, according to DataReportal.

The company has also shown a long-term commitment to the market. It said last year it would invest more than 200 billion reais, or about $38.4 billion, in a data centre in Brazil.

Regulators have encouraged competition in financial services but still keep a close watch on new entrants, especially foreign firms handling payments and user data.

The two-day event held in Nairobi, under the theme #SaferTogether: ‘Innovation and Safety’, marks a significant expansion of the Summit series that began in Ghana in 2024 and continued in Cape Town last year, deepening partnerships with governments and regulators across the Sub-Saharan African region to tackle evolving digital safety challenges.

“As we host the 3rd Annual Safer Internet Summit here in Kenya, our mission is clear: to share learnings, insights, tackle common challenges and collaboratively advance actionable solutions that protect citizens online. By bringing together a diverse coalition of policymakers, tech innovators, and creators, we are ensuring that the conversations we have at this Summit are all-inclusive and lead to a more resilient digital landscape,“ Tokunbo Ibrahim, head of Government Relations and Public Policy, Sub-Saharan Africa at TikTok.

The Summit featured expert panels and discussions on critical topics including TikTok’s Trust and Safety efforts, protecting young people online, and policy frameworks for responsible Artificial Intelligence (AI) governance.

William Kabogo, cabinet secretary for Information Communication and Technology, Kenya, added:

“I was pleased to open the third annual Sub-Saharan Africa Safer Internet Summit. This gathering reflects our government’s commitment to collaboration, sector growth, and ensuring a safe digital space for all. As we embrace the opportunities of the digital era, we must protect our people by advancing digital innovation, responsible AI governance, and strong regional partnerships for a secure and thriving online ecosystem.“

Investing in AI Literacy Across Sub-Saharan Africa

A key highlight of the Summit was showcasing how TikTok uses AI to transform how people share their creativity and discover new passions, while ensuring the community remains safe through transparent and responsible AI practices.

At the Summit, TikTok announced an additional $200,000 in ad credits to help support local organisations in Sub-Saharan African to expand AI media literacy.

This investment builds on the company’s initial $2M AI Literacy Fund launched in November 2025, which awarded 20 global nonprofits to create content that boosts public understanding of AI.

In Sub-Saharan Africa, TikTok initially supported three organisations to advance digital literacy and combat misinformation

“With the rapid advancement of AI, we are committed to educating our community online so they feel empowered to have responsible experiences with AI, whether that’s as viewers or creators. We are partnering with trusted local organizations that communities already know and rely on, because their expertise and deep local connections are essential to making AI literacy programs truly impactful.” said Valiant Richey, global head of Partnerships, Elections & Market Integrity at TikTok.

TikTok continues to invest in AI tools and resources that create meaningful value for its community, while strengthening transparency tools that help people spot, shape, and understand AI-generated content.

Leading with Transparency and Human Oversight

TikTok’s mission as a discovery platform is to inspire creativity and bring joy. As part of these efforts, the platform leverages AI to power a range of tasks, including content moderation models that help protect the platform, tools that empower creativity, and recommendation systems that help people discover content and creators they love.

Delegates at the Summit learned about TikTok’s multi-layered approach to AI transparency:

• Including requirements for creators to label realistic AI-generated content (AIGC)
• Advanced detection technology
• The platform’s partnership with the Coalition for Content Provenance and Authenticity (C2PA)
• and use of technologies like Content Credentials and invisible watermarking, which make it easier to identify and label AI-generated content across online platforms.

TikTok also shared more about how recent advancements in AI are helping the platform moderate content faster and more consistently at scale, by improving automated moderation and empowering human teams with better moderation tools.

With over 100M pieces of content uploaded daily to TikTok, these advances, which work alongside human moderation teams, are helping get violative content down faster, reducing the likelihood of the community seeing it.

According to the latest Community Guidelines Enforcement Q3 2025, TikTok removed over 14 million videos across Sub-Saharan Africa with 96.7% detected and removed proactively using automated technology underscoring TikTok’s commitment to proactive moderation and swift action.

The Summit concluded with commitments from attendees to continue advancing digital safety initiatives across Sub-Saharan Africa, building on the partnerships and insights shared during the two-day event.