TikTok takes down over 1M videos from Nigerian TikTok community
By Kingsley Odii
In its recently released Community Guidelines Enforcement Report for the third quarter of 2023, TikTok has announced the removal of over one million videos from the Nigerian TikTok community. The removals were a result of violations of TikTok’s policies, including adult nudity, promotion of violent or illegal activities, and hateful behaviour, among others.
The staggering numbers not only highlight the issue of policy violations but also serve as evidence of the rapid expansion of content in the region. Throughout 2023, Africa experienced a surge in the number of TikTok videos and creators, with Kenya leading the growth. However, while Kenyans primarily used TikTok to stay updated with the news, users in countries such as South Africa and Nigeria relied on the platform for entertainment and building community.
Nigeria, in particular, witnessed the rise of several interesting creators in various genres. The comedy genre emerged as a favorite among Nigerians, with notable TikTok personalities like Isaac Olayiwola, known as Layi Wasabi, and Josh2funny gaining significant popularity. Layi Wasabi captured attention with his lawyer skits, while Josh2funny’s “The Audition” series drew millions of views and over 26 million likes, trending globally.
Moreover, smaller creators quickly found their footing and became TikTok sweethearts. Kehinde Ajose, known as Omooba, won the hearts of Nigerians with her Mummy GO skits, portraying the adventures of a conservative Christian mother welcoming potential wives for her only son. Rita Ginika, or Neekah, gained fame with her reenactments of popular hilarious sounds on the platform.
In addition to comedy, food-related content saw tremendous virality. Hilda Baci emerged as Nigeria’s most popular food creator, boasting over 14 million likes and 1.3 million followers. Another food creator, TSpices, went viral with budget-friendly recipes and lively voiceovers, amassing 3.5 million likes.
The year 2023 also witnessed the rise of lifestyle creators, who shared glimpses of their everyday lives for entertainment. GRWM (Get Ready With Me) content and vlogs by younger creators resonated well with TikTok users. Fisayo, known for her funny yet relatable lifestyle content, became one of the most popular Gen Z creators. Similarly, creator Ima, dubbing herself an “unemployed baddie,” captivated users with her humorous and chaotic personality, garnering a total of 5.1 million likes.
With the younger population favoring TikTok over competitors like Instagram, the platform’s usage in Nigeria is experiencing rapid growth. Its appeal lies in the ease of going viral and the availability of a vast collection of short video content. The platform’s appealing trends, filters, and content prompts have further fueled the interest in content creation.
Given the popularity of these creators, experts anticipate a surge in new talents, especially in comedy, food, and lifestyle categories, in the coming year of 2024. TikTok continues to establish itself as a dominant force in the Nigerian social media landscape, captivating audiences and paving the way for fresh and exciting content.
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