TikTok has clarified that its platform operates as a content-driven ecosystem rather than a traditional social network, emphasising that visibility is earned through creativity.
At a Lagos media workshop, Keagile Makgoba, Head of Communications for Sub-Saharan Africa, explained that TikTok’s algorithm prioritises content quality over social connections.
“Creativity, not who you know, determines visibility on TikTok,” she said.
Makgoba noted the platform’s role in educational content, revealing that over 10 million STEM-related videos have been shared globally, with most watch time occurring on the “For You” feed. She added that descriptive captions and consistent posting are crucial because “TikTok functions as a search tool; your content needs to be discoverable.”
Addressing user safety, Makgoba said TikTok blends automated moderation with human oversight to ensure content meets global and local standards.
She also highlighted the impact of TikTok’s Mental Health Education Fund, which has reached millions of users and supported organisations creating mental health content.