•TikTok continues to provide a platform for self-expression, learning, and entertainment, fostering a vibrant and dynamic community with food, beauty, education and DIY dominating 50% of South Africans For You feed.
•Daily life vlogging content on TikTok is experiencing steady growth as more South Africans share their personal and relatable journeys. This trend highlights the platform’s ability to connect people through authentic storytelling.
•Creators on TikTok have excelled in providing solution-driven and entertaining content by tapping into the needs and interests of the audience, offering innovative hacks, valuable tips, and engaging tutorials.
Johannesburg – Celebrating the power of learning, the #TikTokThatsHau hashtag has garnered 8.7M of views within the app in the first 5 days of launching. South African creators have shared valuable hacks to enhance daily life and navigate challenging times, such as loadshedding, which have resonated with users. The platform has also witnessed a growing interest in educational content, with users actively searching for various hacks in different categories, resulting in significant views on topics such as food, beauty, life hacks, DIY and education.
TikTok, known for inspiring creativity and spreading joy, has become a hub for practical solutions and real-life challenges, captivating its community with innovative and locally relevant content. Boniswa Sidwaba, Head of Programming for Sub-Saharan Africa, commented on TikTok’s potential to become a key search engine for learning in South Africa, stating, “We have observed fascinating trends on the platform, with users searching for hacks in various categories. Food and more specifically, recipes are the most searched hacks on the platform, with beauty being the next most popular type of content. This is driven by make-up tutorials and hair tutorials. Life Hacks, DIY as well as Book and Series recommendations are also very popular on the platform. This demonstrates the increasing role of TikTok as a platform for education and information sharing across diverse topics.”
Recognizing the educational potential of the platform, TikTok recently experienced the rise of the #TikTokCookBook, with billions of views and thousands of videos created. Creators have taken the initiative to share recipes and ideas for any occasion, proving that TikTok doesn’t only serve as an entertainment platform but also to educate users on topics that interest them in an engaging and creative way.
Tamara Reddy, a renowned foodie and content creator from Johannesburg, who goes by the username tasty_on_my_table, shares her experience with the platform, saying, “Exploring TikTok has been an incredible culinary journey where I’ve discovered a haven for learning and exploration. From unravelling the secrets of gastronomy to user-friendly DIY tutorials and even language lessons, TikTok’s content feast is a true culinary delight. It’s a platform that democratizes the art of cooking, making it accessible to all, regardless of their culinary background or cultural heritage.”
Yolenda Jawe, a passionate beauty, lifestyle, and motivational content creator, embraces the essence of #TikTokThatsHau through her Yolzchannel page, where she shares her journey of empowerment and inspiration with her followers. According to Yolenda, TikTok is a celebration of diversity and depth, catering to an eclectic range of interests while providing practical solutions to everyday challenges faced by South Africans.
TikTok is determined to reaffirm its position as a reliable and trustworthy platform. Yolenda adds, “Every piece of content you encounter on TikTok is meticulously crafted by creators who infuse authenticity and relevance into every video.”
Renowned tech and app reviewer Ndou Tshifhiwa Gift, known as Lachief, highlights the significance of community on the platform. With a following of over 1.9 million, Ndou Tshifhiwa Gift states, “Within this dynamic platform, South Africans have the opportunity to connect, engage, and learn from one another, fostering a diverse and supportive community spirit. TikTok’s collaborative nature empowers us as creators to discover like-minded individuals, exchange valuable experiences, and forge meaningful connections. It transcends the traditional notion of content consumption, offering a unique space to connect with fellow enthusiasts who share their passions and interests.”
#TikTokThatsHau unveils the treasure trove of diverse content, invaluable information, and profound connections that TikTok has to offer. The campaign reinforces the platform’s commitment to earning the community’s trust and demonstrating its utility and relevance for users over the age of 13.