Insights

Why Are Most Kenyan Corporates Not on TikTok Yet?

By Stephen Osomba – June 03, 2024

I first heard about TikTok sometime in 2018 while talking to a client from China. The next mention was during a marketing workshop I attended in 2019, where the speaker advised us to include the platform in our digital marketing toolkit as it would be the next big thing. And oh boy, were they right!

Indeed, TikTok has grown to become one of the biggest cultural social media movements in the world. Currently, it is mostly patronised by Gen Z, although older generations are slowly but surely embracing the platform as it’s where all the fun is. As of the publication of this piece, studies show that Kenya is among the top countries in the world for TikTok usage.

I was fond of the legacy social media platforms—Facebook, X (formerly Twitter), Instagram, and LinkedIn—and like any other human afraid of change, I was very sceptical of the new kid on the block at first. My concerns then, and still true to date, were its tendency to be highly addictive. You will probably relate if you have ever used the platform.

But notwithstanding, I was even more concerned about app usage among the younger folk, and from a marketer’s perspective, I feared we would not be able to connect with Gen Z since TikTok had become their dominant social media platform. With the app’s adoption picking up steam fast, at SMD Consulting Associates we started advising our clients to plan for a presence on the app. From our standpoint, not being on TikTok meant leaving out a whole generation who, although young with low purchasing power now, will grow to become a viable market eventually.

Despite overwhelming evidence showing that TikTok is the place to be, I have noticed that most Kenyan corporates haven’t embraced it. So, what could be the reasons why most Kenyan companies are not yet on the platform?

1. Content strategy concerns
For a long time, the industry standard had been images and videos, with a focus on images due to their relatively low production cost. This is particularly relevant in developing countries like Kenya, where internet connectivity (or data packages) is expensive. Many people avoid playing videos because they consume a lot of data, even though they would prefer to browse and enjoy the content.

When TikTok was first launched, it was a video-only platform. This requirement presented a challenge for businesses, as video content creation can be quite expensive. High-quality content often requires hiring professionals, which many companies were not prepared to invest in.

Additionally, the fast-paced, informal nature of TikTok content may clash with how Kenyan corporations perceive their brand image. Uncertain about how to create engaging content that aligns with their brand identity, most companies opted to stay away from the platform. Of the few who took the plunge, many have since given up.

2. Target audience mismatch
As previously mentioned, most Kenyan companies believe that TikTok's user base, which predominantly consists of younger individuals, does not align perfectly with their target audience. This is because teenagers, who constitute a significant portion of TikTok's users, often have limited purchasing power due to being in school or just entering the workforce.

While this is largely true, these companies are overlooking the fact that, over time, these young people will mature and eventually gain the financial power they currently lack. This situation reflects the classic biblical saying: "The stone that the builders rejected has become the cornerstone." Therefore, instead of completely ignoring TikTok, companies should consider gradually nurturing their presence on the platform.

3. Limited understanding of the platform
Whenever a new technology is introduced, it is often met with a mixture of skepticism and resistance. This is typically due to uncertainty about the consequences of the new technology. With businesses focusing on established platforms, many have not taken the time to study TikTok, including its algorithm, features, and functionalities.

The platform has emerged as a real competitor to legacy social networks, thanks to its unique and powerful recommendation algorithm that gives everyone a fair chance for their content to be seen. Currently, other platforms require you to pay or boost your content to reach a wider audience. In contrast, TikTok's sophisticated system combines user interactions, content attributes, device settings, and collaborative filtering to deliver a highly personalized and engaging experience.

Final Thoughts
Jack Welch once said: “Change before you have to”. Certainly, change is inevitable. TikTok's meteoric rise from a relatively unknown app to a global social media powerhouse underscores the importance of staying ahead of digital trends. While initially skeptical, my journey from traditional platforms like Facebook, Instagram, and LinkedIn to embracing TikTok has revealed the platform's immense potential, particularly in engaging younger audiences. Despite its undeniable popularity and the evidence supporting its strategic value, many Kenyan corporates remain hesitant to join TikTok. As discussed above, this reluctance can be attributed to concerns over content strategy, perceived audience mismatch, and a limited understanding of the platform's dynamics.

However, it is crucial for these companies to recognize that today's Gen Z users will soon become the financially empowered consumers of tomorrow. Ignoring TikTok now could mean missing out on building a relationship with a generation that values authenticity and engagement. Furthermore, the sophisticated algorithm of TikTok, which democratizes content visibility, presents a unique opportunity for brands to reach a wider audience without the need for significant financial investment.

Ultimately, as with any technological evolution, those who adapt and learn to leverage new platforms effectively will thrive. Kenyan companies must begin to experiment and create meaningful content on TikTok, aligning it with their brand identity while embracing the platform's fast-paced and informal nature. By doing so, they can ensure they are not left behind in the ever-evolving digital marketing landscape. Click here to follow us on TikTok for more game changing insights and business tips.

Stephen Osomba currently serves as the Lead Partner, Communication & Marketing at SMD Consulting Associates where he helps SME clients deliver value by adjusting the solutions to each company's mission, product, strategy, and industry.