TikTok has declared that it should not be classified as a social media platform, but rather as a content growth platform powered by high-quality creativity and user engagement.
This assertion was made on Tuesday by Keagile Makgoba, TikTok’s Head of Communications for Sub-Saharan Africa, during a media workshop held in Lagos. She explained that TikTok’s design is fundamentally different from traditional social networks, as it is built on a “content graph” rather than a “social graph.”
“Creativity, not social connections, is what drives visibility on TikTok,” she said. “The strength of the individual content is what draws users in.”
Makgoba emphasised that TikTok’s algorithm promotes content based on merit rather than user networks, noting that the platform’s in-built discovery tools, such as the STEM feed, are designed to make learning and education engaging.
She cited data showing that 10 million STEM-related videos have been published globally, with 96 per cent of user time spent on the ‘For You’ feed.
“There has been a 35 per cent increase in the growth of STEM-related content across the platform,” she said. “People use entertainment to educate young ones, and TikTok supports this with tools that elevate informative content.”
Makgoba also said TikTok functions as a search engine optimisation tool, which makes consistency and keyword-rich content descriptions essential for creators.
She explained that the platform’s community guidelines are crafted globally but implemented locally, combining advanced moderation technologies with a large team of human reviewers to ensure user safety.
Highlighting TikTok’s commitment to mental health, Makgoba disclosed that the company launched a Mental Health Education Fund in 2023 to help organisations create trustworthy and supportive content in the mental health space.
According to her, the fund has generated over 173 million impressions, more than 600,000 new followers for participating organisations, and driven over 200,000 visits to mental health websites.
“It has also contributed to the recruitment of 466 new volunteers, thanks to a combined $7.3 million in ad credit donations,” she added.
