Like many other players, social networks are now focusing heavily on Africa for their development, attracted by its young population, strong demographic growth, and high mobile penetration rate. In the race, global leaders such as META and TikTok are keen to accelerate their expansion on the continent and win the hearts of local populations.
On the content side, players are also stepping up their strategies to collaborate with the most popular African creators, thereby contributing to the growth of their platforms.
The Chinese network TikTok recently unveiled its intention to share its advertising revenue with content creators, offering its most popular users the opportunity to monetize their content. In response, Meta today announced the official launch of a new campaign to promote content creators in sub-Saharan Africa.
Called "Creators of Tomorrow," this new campaign highlights the work of 10 creators who have gained notoriety in the sub-region. "Through this campaign, we aim to highlight creators who are innovating in their content using tools such as Reels and short formats, as well as those who are exploiting new formats such as augmented reality and virtual reality," says Moon Baz, Meta's head of creator partnerships in Africa.
For example, Facebook in Africa now has 206 million registered users, or nearly one in two African internet users (48.7%), according to the Tunisian specialist agency Medianet.
It's also worth noting that TikTok has over a billion monthly users. These new players are changing the game and shaping a new future for digital communication, particularly through the development of new video content.