TikTok on Wednesday hosted a Publishers Summit in Lagos to highlight the platform’s value proposition for publishers and demonstrate how it can be leveraged to reach wider audiences, engage fans, and tap into new storytelling formats.
Bringing together media professionals at the Maradiva, Twinwaters, the event kicked off just before noon with the MC, Suo Chapele, setting a welcoming and energetic tone for the day.
“TikTok is a platform that makes a lot of dreams come true,” Chapele said, emphasising the platform’s potential for creators and businesses alike. She assured attendees that they would be guided by experts on how to make the most of TikTok’s ever-evolving features.
The Head of Content Operations for TikTok in Sub-Saharan Africa, Boniswa Sidwaba, delivered the opening remarks, underscoring TikTok’s mission to “inspire creativity and bring joy.”
Sidwaba expressed pride in Nigeria’s leadership in digital transformation and TikTok’s role in that evolution.
“Today, TikTok empowers creators, publishers, and businesses to share their creativity with global audiences, shaping culture and community,” she said.
She further highlighted TikTok’s unique strength in cultivating fan-generated content, which she referred to as the “heartbeat” of the platform.
Sidwaba noted that TikTok has successfully expanded its partnerships, bringing global and local events such as the Olympics, Big Brother Naija, and the African Games to the platform.
With features like the ability to post videos up to 60 minutes long and photo content, TikTok offers even more ways for publishers to engage with their audience and foster deeper connections through innovative storytelling.
Following the opening remarks, Sidwaba went on to introduce key TikTok members like the Publisher Partnerships Manager for Sub Saharan Africa, Vivian Chuene, Publisher Partnerships Manager for Sub Saharan Africa, Kylie Dunywa, Programs Lead for Sub Saharan Africa, Felicity Mdhluli, Community Lead for Sub Saharan Africa, Felistus Mwangi, Creator Partnerships Manager for Sub Saharan Africa, Ekikere Udofia, Head of Communications for Sub Saharan Africa, Keagile Makgoba, and the Head of Government Relations and Public Policy for West Africa, Tokunbo Ibrahim.
The event then moved into an interactive Q&A session, with Sidwaba taking the stage again to dive deeper into TikTok’s value proposition for publishers. She explained that TikTok occupies a unique space between traditional social media and entertainment platforms.
“TikTok is actually an entertainment platform,” she explained, describing how its success is driven by content, not follower count.
“People come to TikTok to watch,” she continued, highlighting how the platform’s algorithm pushes content based on engagement, giving users and brands alike a chance to go viral.
She then presented impressive statistics to illustrate TikTok’s global influence, revealing that more than 1 billion people use TikTok monthly, and over 66,000 videos are created every minute.
Sidwaba added that 78% of TikTok users come to the platform to learn something new, with 67% discovering new brands through TikTok.
“Social media has followers, but TikTok has fans,” Sidwaba concluded, reiterating the platform’s cultural impact and its ability to generate meaningful connections.
The summit also featured success stories, with Chuene showcasing examples of how partners such as Big Brother Naija, have used TikTok to amplify their reach and engagement. Mdhluli then discussed TikTok’s successful collaborations with AFCON and CAF, highlighting the platform’s influence in sports content.
The summit ended with a panel discussion led by Chuene, featuring digital strategist Oluwadamilola Olatunji from BellaNaija, content creator Edna Francis, and Tope Oshunkeye, Executive Head of Marketing West Africa for Multichoice.
The panelists discussed how TikTok has helped them grow their brands and reach new audiences. They offered practical advice for publishers looking to harness the power of TikTok’s fan-driven culture.
Speaking after the summit, Sidwaba reflected on the day’s discussions saying, “The purpose of today was really to make sure that we have priority publishers in the room, entertainment and sports publishers that we’ve been partnering with and working with, because we wanted to showcase what Tiktok’s value proposition is. We wanted to showcase some of the new features and new programs that we’ve launched as well.
“For example, the ability for publishers to now post up to sixty minutes on the platform, the ability to post photo content as well. Today was really about making sure that the publishers in the room walk away understanding what tiktok’s value proposition is.”
The summit provided attendees with a deeper understanding of how TikTok is redefining entertainment and offering a new avenue for Nigerian publishers to tell their stories, connect with audiences, and foster fan engagement in the digital age.
With TikTok at the forefront of digital storytelling, the future looks bright for Nigerian publishers and creators eager to seize the limitless possibilities that lie ahead.
Melissa Enoch
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