State of TikTok in South Africa 2020

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

TikTok is a Chinese video-sharing social networking service owned by ByteDance. It is used to create short dance, lip-sync, comedy and talent videos.

TikTok became available in South Africa after merging with Musical.ly in 2018. The application allows users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds.

After merging with Musical.ly in August, downloads rose and TikTok became the most downloaded app, the first Chinese app to achieve this.
In 2019, media outlets cited TikTok as the 7th-most-downloaded mobile app of the decade, from 2010 to 2019.
It was also the most-downloaded app on the App Store in 2018 and 2019.

HypeAuditor conducted a brief research to find out how the TikTok influencer ecosystem looks like in South Africa.

For that research, we have analyzed 3.1 Million TikTok influencers (TikTok accounts those have over 1000 followers) from around the world and 5.7K influencers from South Africa.

Key Findings

  • 3.43% of influencers in South Africa have over 100K followers, they can collaborate with brands and get paid for advertising.
  • On average TikTok influencers in South Africa have 215 videos uploaded into their feed.
  • In South Africa 11% of accounts have over 500 media entries.
  • Core TikTok audience in South Africa are female between 13 and 24 years old (43.37%).
  • Engagement Rate of TikTok influencers in South Africa is 2.4% lower than average worldwide Engagement rate

Distribution of TikTok influencers by number of followers in South Africa

The majority of South African TikTok influencers have between 1K and 5K followers. Only 3.43% of influencers have over 100K followers, they can collaborate with brands and get paid for advertising.

TikTok content in South Africa

For many TikTok influencers TikTok can be not just a hobby but a potential source of income.

On average TikTok influencers in South Africa have over 215 videos uploaded into their feed. It is 17% less compared to global average uploaded number of videos, which is 260.

In South Africa only 11% of influencers accounts have over 500 media entries. For example in India 39.4% of accounts had over 500 media entries. 

Audience of TikTok Influencers in South Africa

Core TikTok audience in South Africa are female between 13 and 24 years old (43.37%).

There is also a large number of users between 13 and 17 years old (31.3%).

Engagement Rate of TikTok Influencers in South Africa

Average Engagement Rate Worldwide is 15.86% and Average Engagement Rate in South Africa is 15.47%.

Engagement Rate is Likes + Comments + Shares divided by Views number.

Engagement Rate or ER is a commonly used benchmark of success on TikTok as it can determine if an influencer is connecting with their audience.

It is also worth noting that the average engagement of TikTok influencers in South Africa is 2.4% lower than the worldwide average.

TikTok users in South Africa are less engaged in influencers’ content.

Top 10 TikTok influencers in South Africa

1. @wianmagic
Number of followers: 9.5M
Number of likes: 179.1M
ER: 12.2%

2. @neffatibrothers
Number of followers: 4.1M
Number of likes: 42M
ER:

@deanschneider.official

When The King🦁 arrives, EVERYBODY gotta make some space on the Table🍽 #lovelions#deanschneider

♬ Originalton – deanschneider.official

3. @karl_kugelmann
Number of followers: 3.3M
Number of likes: 37.9M
ER: 13.3%

@karl_kugelmann

2 hours drive from Cape Town ….. who would have thought 😌 What an incredible experience!! @ethan_nel_

♬ Nox Holloway – “Separate Ways” – carneyval

4. @shandorlarenty
Number of followers: 3.1M
Number of likes: 30.6M
ER: 15.4%

5. @danielxv_
Number of followers: 2.7M
Number of likes: 56.4M
ER: 12.2%

https://www.tiktok.com/@danielxv_/video/6843840230504631558

6. @bryankazaka
Number of followers: 2.2M
Number of likes: 62M
ER: 22.9%

7. @liamstoffbergg
Number of followers: 1.9M
Number of likes: 46.7M
ER: 21.3%

@liamstoffbergg

Tag someone that goes to sleeps early in the comments #comedy #lol #wikihow

♬ Better Follow Us Now – squishy.nut

8. @deankoonin
Number of followers: 1.7M
Number of likes: 23.4M
ER: 10.8%

@deankoonin

I can’t believe what @dylankoonin did at the end 😂 I’m so close to 20k on insta ❤️ help me out ! #fyp #tiktok #prank #playwithlife #foryou

♬ original sound – deankoonin

9. @andystallion
Number of followers: 1.5M
Number of likes: 40.1M
ER: 29.5%

@andystallion

my dad snapped tho😤 a share would mean the world❤️ cr: @shaneywill #comedy

♬ original sound – andystallion

10. @k1ngbert0
Number of followers: 1.1M
Number of likes: 15.2M
ER: 12.5%

About HypeAuditor

This report was made by HypeAuditor

HypeAuditor is an AI-powered Instagram, TikTok and Youtube analytics tool that helps to get insights about the creator’s audience, increase advertisers’ ROI and safeguard authenticity in influencer marketing. It sets a standard for the Instagram analytics by providing the most accurate data.

HypeAuditor applies machine learning to determine behavioral patterns and identify fake followers and engagement on influencer accounts. It presents users with a breakdown of demographic data for an influencer’s audience and brings benchmarks for each metric for influencers with a similar number of followers.