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#YearOnTikTok 2024: Celebrating African Creativity, Culture, and Impact

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Year-end report celebrates the year’s most memorable trends, moments, and creators in Africa and around the world, with their meaningful impact on and beyond the platform

JOHANNESBURG, South Africa, December 5, 2024/APO Group/ — 

As we conclude 2024, TikTok (www.TikTok.com) stands as a transformative platform for creators, reshaping the cultural, social, and economic landscapes of Africa. This year, TikTok wasn’t just a platform for trends and challenges—it became a powerhouse for cultural celebration, community building, and entrepreneurial success. From amplifying underrepresented voices to inspiring social change, TikTok empowered creators across Africa to share their stories, build thriving businesses, and foster connections beyond borders.

“Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video. From small businesses launching global brands to creators and artists at the forefront of cultural movements, TikTok is a catalyst for economic growth, cultural trends, and social impact. We celebrate our African community who have inspired and entertained us this year, and we remain committed to nurturing a positive and inclusive environment where everyone can bring joy, have a unique voice, and a chance to shine,” said Boniswa Sidwaba, Head of Content Operations, Sub-Saharan Africa, TikTok.

Advocacy and Social Change: Breaking Barriers and Amplifying Voices

In 2024, TikTok proved that creativity could drive real-world change. Across the continent, creators used the platform to foster positive social impact and amplify marginalised voices:

Health and Wellbeing: Spreading Positivity, One Video at a Time

  • Dr Siyamak Saleh (@ doctor.siya: http://apo-opa.co/4iiWmxD), in partnership with the WHO, turned TikTok into a classroom for global health education, offering evidence-based reproductive health advice.
  • Dr Ann Mwongela (@ mindclaritycentre: http://apo-opa.co/3VnNCwr) provides valuable mental health insights, offering her followers a safe space to discuss life’s challenges.
  • Dennis Ombachi (@ theroamingchef: http://apo-opa.co/3D0hxV2), a former Kenyan rugby star, used his culinary storytelling and mental health advocacy to inspire audiences worldwide. His partnership with Mtoto News, a child-focused NGO, amplified the voices of African youth.

Community Builders: Connecting People, One Video at a Time

  • Charity Ekezie(@ charityekezie: http://apo-opa.co/4iwYMca) demystified misconceptions about Africa, working with local NGOs to champion digital inclusion. TikTok’s $25,000 donation to Paradigm Initiative underscored her influence.
  • Dan Corder (@ dancorder: http://apo-opa.co/3CZE1pb) has used his magnetic presence and sharp wit to encourage civic engagement. He used his platform during the South African elections to fight misinformation, and teach the masses how to spot fake news. The buzz around him got so big that he’s now got his own show on eNCA.
  • Kantel Mdagliz and Manna Zoggo (@ wadaglizke: http://apo-opa.co/4ijJo2G), a Kenyan rap duo, created the viral anthem “Anguka Nayo,” which united Kenyans and reached audiences across the world.

Education Pioneers: Learning Gets a TikTok Makeover

  • Priscilla Wanjiru Karanja (@ tr.cillah: http://apo-opa.co/4ietIxL) transformed education into a fun, interactive experience through her “#TeachersOnTikTok” approach, using trending song and dance and simplifying maths to make learning engaging for her students.
  • Roy Kanyi (@ roy.kanyi: http://apo-opa.co/4ihCavX) is a tech influencer and educationist, who uses his platform to simplify the tech world for everyday users. His reviews on gadgets and tech products have helped his audience make informed choices in an increasingly digital world.
  • Vicky Betran (@ productive_vee: http://apo-opa.co/3D0hyby) helps creators grow their online presence and monetise their content by offering editing tutorials and courses about how to monetise social media. Her educational content has become a valuable resource for aspiring content creators looking to turn their passion into profit.

While TikTok has been instrumental in fostering positive social change, it has also empowered countless individuals to turn their creative passions into thriving businesses.

Turning Passion into Sustainable Ventures

TikTok empowered African creators to turn their passions into sustainable businesses, showcasing the potential of digital entrepreneurship. The platform became a launchpad for small businesses and creative ventures:

Throughout 2024, TikTok continued to redefine how we discover, create, and connect through the shared language of video

Building Brands through TikTok: From Likes to Legacy

  • Emmanuel Madonsela (@ denhlax: http://apo-opa.co/3BbP8e8): From dancing in rural KZN to a spot in Gordo and Drake’s music video ‘Healing’, Denhlax, aka “The Don Madfunz,” made his mark by sharing his infectious dance moves on TikTok. This TikTok sensation turned his passion into a career and is now making waves in the global entertainment scene.
  • Sabelo Hadebe (@ sabelo_the_kreator: http://apo-opa.co/4iiWmO9) lost his job just before lockdown, but he didn’t let that stop him. With a camera in hand and a TikTok account, he shared affordable lifestyle tips that turned his followers into loyal fans. Brands took notice, and now he’s the go-to creator for all things budget-friendly.

Small Business Champions: TikTok Trailblazers

  • Jade Oliver (@ afrolecia: http://apo-opa.co/4f5Mbtr) and Jared Fynn (@ jaredfynnboidax: http://apo-opa.co/4fbd67m) exemplified what it means to be digital entrepreneurs, growing their businesses through TikTok and becoming celebrated SMB powerhouses.
  • Cherie Kihato (@ cheriekihato: http://apo-opa.co/4in32uI) expanded her business beyond East Africa, using TikTok as a tool to mentor other entrepreneurs whilst growing her own business in the process.
  • Tamia Nontsikelelo (@ tolthema: http://apo-opa.co/4ietIOh) transformed her TikTok success into a storefront business, growing her entrepreneurial footprint beyond her local community.
  • William Etombi (@ willy_kanga_: http://apo-opa.co/4ijJozI) built a successful animation business, inspiring others to follow suit and offering tutorials for those interested in the field.

Beyond just building businesses, TikTok has also played a crucial role in celebrating African culture—providing a stage for creators to share their unique narratives, traditions, and artistry with the world.

Cultural Storytelling: Creativity Across Borders

In 2024, TikTok became a stage for the vibrant cultural expressions of Africa, from traditional music to modern storytelling, bringing people together and sharing African narratives with a global audience:

Amplifying African Beats

  • Tyla Seethal (@ tyla_: http://apo-opa.co/4iph7I7) is a South African superstar who broke global records with her hit single “Water.” She took TikTok by storm, and now, with a Grammy under her belt, she’s a global sensation, proving that TikTok is where stars are born.
  • Ayuni Nyapolo (@ mama_jabidii: http://apo-opa.co/4ine2s4) brought traditional music to the fore, turning her song “Miel Matin” into a viral TikTok challenge that united Kenyans and captivated global audiences.
  • Onesimus (@ onesimusmuzik1: http://apo-opa.co/4iiYW6K), from Malawi, represents East Africa on the global music scene, gaining international recognition and even a Grammy nomination for his hit song “Controller.”
  • Zandile Nxumalo (@ ZeeNxumalo: http://apo-opa.co/4iodYrO) from Swaziland is  an emerging Amapiano star, bringing cross-cultural collaboration to the music scene, resonating with audiences in South Africa and beyond

Telling Stories That Matter

  • Uduak Ekpo (@ ms_yudee: http://apo-opa.co/4f1R7zx) boldly celebrated Africa to the world, particularly during #AfricaDay. Through her authentic and engaging content, she showcased the richness of African culture, proudly representing the continent and challenging harmful stereotypes.
  • Hezron Asewe (@ godwinthenewsman: http://apo-opa.co/4in3adG) educated his audience on Kenyan traditions, creating a “living classroom” where heritage meets modern learning.
  • Nombulelo Fox (@ u_nombulelo: http://apo-opa.co/3D06QSq) isn’t just sharing her love for film and TV; she’s turning her reviews into a cultural phenomenon. Her TikTok feed is a go-to spot for fans of the latest series and movies, highlighting the growth of entertainment content on the platform.

Exploring and Showcasing Africa’s Beauty

  • Niyi Fagbemi (@ theniyifagbemi: http://apo-opa.co/3ZBkEM2) is a cinematographer, drone pilot, and filmmaker who uses TikTok to portray the splendour and rich heritage of Nigerian culture through stunning visuals.
  • Siphelele Sibiya (@ popi_sibiya: http://apo-opa.co/4f1RcmP) combines her passion for travel with purpose. On TikTok, she shares budget-friendly tips and travel hacks, proving that adventure is within reach for everyone. Alongside showcasing stunning destinations, she uses her platform to highlight social issues, blending exploration with meaningful impact.
  • Adam Sebastian Fempe (@ fempe: http://apo-opa.co/3ZDiMlN), a Tanzanian travel creator, conducts public interviews with tourists, offering a unique glimpse into Kenya’s tourist hotspots.

Culinary Culture Served Hot

  • Rajaatu Muhammed Ibrahim (@ diaryofanortherncook: http://apo-opa.co/3ZArql8) and Ms Odoom (@ Thehotburner: http://apo-opa.co/4f1Rf1Z) brought African cuisine to the global stage, becoming popular #FoodTok figures.
  • Omoshalewa Ogunsemoyin (@ growwithzionn: http://apo-opa.co/4iph7YD) is the leader of the #SchoolLunch community, showcasing creative ways to make school lunches exciting, and inspiring others to rethink their lunchtime routines.
  • Owino Suzan (@ suehowino: http://apo-opa.co/4ine2IA) and Connie Nganga (@ .boina: http://apo-opa.co/4imYNiD) spotlights Kenyan culinary culture, highlighting both traditional and modern dishes that captivating food lovers worldwide.
  • Onezwa Mbola (@ onezwambola: http://apo-opa.co/4iiWnlb): Imagine a food lover who crafts her dishes with homegrown and foraged ingredients, all while showcasing the beauty of Willowvale, Eastern Cape. That’s Onezwa! Her wholesome food content, featuring a blend of love, culture, and culinary skills, has captured the hearts of many on TikTok.

Redefining Sports Entertainment in Africa: From Locker Room to Livestream

In 2024 TikTok reimagined the way we experience sports – redefining how fans connect and engage with their favourite athletes, teams and leagues while also providing a forum for underrepresented voices. Broadcasters harnessed TikTok’s power to reach wider audiences with innovative content that resonated globally. There was a 350% increase in #SportsOnTikTok posts compared to last year, a testament to TikTok’s undeniable impact on the broader sports industry.

These creators used their platforms to build connections, inspire fans, and grow a sense of camaraderie within the sporting world.

  • Zero Brainer (@ zerobrainer0: http://apo-opa.co/4f1leao), George Mokoena (@ overthinkingfootball: http://apo-opa.co/3ZBMNm8), and TAshley and Miguel Pregueiro (@ themanchesterderby2.0: http://apo-opa.co/4ik2tSk) produced content that united sports enthusiasts across Africa, covering everything from game predictions to viral challenges.
  • James Ndege (@ boxtoboxregista: http://apo-opa.co/3ZH7ays) gained a loyal community of sports fans by providing up-to-the-minute football highlights, ensuring no one missed a beat.
  • Dennis Cofie (@ ourafricanfootball: http://apo-opa.co/3ZDiMCj), who also plays a role as one of TikTok Africa’s Safety Advisory Council members, has redefined sports entertainment on TikTok, offering fans a new way to connect with their favourite football teams and players.
  • StoneAvenue (@ stoneavenuee: http://apo-opa.co/4ihCbA1) transitioned from TikTok to being featured on television, becoming a prominent figure in sports analysis.

Looking Ahead: The Journey Doesn’t End Here

TikTok in 2024 was about more than just scrolling for fun—it was about making a difference, sharing stories, and lifting voices. From helping small businesses thrive to amplifying changemakers and sparking cultural movements, TikTok has become a platform where creativity, community, and connection collide. As Africa celebrates its Year on TikTok, the path forward is full of promise: 2025 will bring even greater inspiration, laughter, and impact, and the community is just getting started.

Year on TikTok 2024 Methodology

Year on TikTok 2024 is based on research comprising in-app and third-party insights focused on TikTok’s social, economic, and cultural impact, conducted from January to November 2024.

Distributed by APO Group on behalf of TikTok.

Business

Lilly and EVA Pharma announce regulatory approval and release of locally manufactured insulin in Egypt

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EVA Pharma

This milestone stems from the companies’ collaboration to expand access to affordable insulin to one million people living with diabetes in low-to middle-income countries annually by 2030

CAIRO, Egypt, December 17, 2024/APO Group/ — 

The Egyptian Drug Authority approved the insulin glargine injection manufactured by EVA Pharma (www.EVAPharma.com) through a collaboration with Eli Lilly and Company (NYSE: LLY). Launched in 2022, the collaboration aims to deliver a sustainable supply of high-quality, affordable human and analog insulin to at least one million people annually living with type 1 and type 2 diabetes in low- to middle-income countries (LMICs), most of which are in Africa. 

This marks the first regulatory approval of EVA Pharma’s insulin drug products, following Lilly and EVA Pharma’s collaboration (https://apo-opa.co/41xlg6K) announcement in December 2022. Under this agreement, Lilly has been supplying its active pharmaceutical ingredient (API) for insulin to EVA Pharma at a significantly reduced price and providing pro-bono technology transfer to enable EVA Pharma to formulate, fill and finish insulin vials and cartridges.

Less than two years after the initial announcement, EVA Pharma has completed a new biologics manufacturing facility, finalized insulin formulations and stability testing processes, engaged with the local regulatory authorities to obtain approval of the insulin glargine injection, and released the first batch of the locally manufactured insulin drug product.

We will continue to work with global health systems and industry stakeholders to address systemic barriers to healthcare and expand equitable, affordable access to our medicines

Additionally, EVA Pharma’s human insulin injection was also submitted for local regulatory approval. Lilly and EVA Pharma continue working with the World Health Organization (WHO) to secure WHO pre-qualification for the locally manufactured human insulin injection. The WHO pre-qualification will further ensure that medicines manufactured by EVA Pharma meet the high-quality standards set by WHO.

“For more than a century, Lilly has been at the forefront of diabetes care, offering innovative solutions that make life better for people around the world,” said Ilya Yuffa, executive vice president and president of Lilly International. “Our collaboration with EVA Pharma furthers our commitment to providing sustainable and accessible medicines worldwide. We will continue to work with global health systems and industry stakeholders to address systemic barriers to healthcare and expand equitable, affordable access to our medicines to transform more people’s lives.”

“Localizing essential medicines is the key to driving equitable access to healthcare,” said Riad Armanious, CEO of EVA Pharma. “It takes bold collaboration, cutting-edge innovation, and tech-driven manufacturing to turn this vision into reality. Our collaboration with Lilly shows what’s possible when we push boundaries together. This is just the beginning—we’re on track to impact over a million lives annually across 56 countries, making a real difference for people living with diabetes.”

This collaboration is part of the Lilly 30×30 initiative, which aims to improve access to quality health care for 30 million people living in resource-limited settings annually by 2030.

Most recently, Lilly and EVA Pharma expanded their collaboration, announcing (https://apo-opa.co/3ZCUhUJ) that Lilly will license certain baricitinib manufacturing know-how to enable EVA Pharma to manufacture and supply treatment for various immunological diseases across 56 low- to middle-income countries in Africa.

Distributed by APO Group on behalf of EVA Pharma.

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Cassava Technologies Secures USD 310 Million in Funding and Completes Business Reorganization

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Cassava Technologies

This funding is a key part of Cassava’s plan to strengthen its balance sheet, drive sustainable profitable growth, and cement its position as a global technology company of African heritage

LONDON, United Kingdom, December 17, 2024/APO Group/ — 

Cassava Technologies (Cassava) (www.CassavaTechnologies.com), a global technology leader of African heritage, proudly announces three significant milestones: a substantial equity injection, the successful completion of its South African Rand (ZAR) debt refinancing, and the finalization of its legal reorganization. These strategic initiatives position Cassava for robust growth underpinned by a strong balance sheet.

Cassava has closed an equity investment round of $90 million with participation from U.S. International Development Finance Corporation (DFC), Finnish Fund for Industrial Cooperation (Finnfund), and Google LLC. This funding is a key part of Cassava’s plan to strengthen its balance sheet, drive sustainable profitable growth, and cement its position as a global technology company of African heritage.

The conclusion of this equity round coincides with the successful reorganization of Cassava’s business to create an integrated digital solutions platform. This platform provides Broadband Connectivity, Co-location (data centres), Cloud, Cybersecurity, Compute (AI), and Payment services across more than 30 markets in Africa, the Middle East, India, and Latin America.

We are excited to announce these significant achievements, which collectively strengthen our financial position

Additionally, Liquid Intelligent Technologies, a business of Cassava Technologies, has successfully signed new facilities to refinance its South African Rand term loan on a multi-tenor basis. The new facilities, equivalent to USD 220 million in South African Rands, are being provided by Standard Bank of South Africa, Rand Merchant Bank, Nedbank of South Africa, and International Finance Corporation (IFC).

“We are excited to announce these significant achievements, which collectively strengthen our financial position and are a powerful testament to the vision of our founder and Group Chairman, Strive Masiyiwa, and the dedication and commitment of our teams across the Group,” said Hardy Pemhiwa, President and Group CEO of Cassava. “The closing of this equity round, completion of our ZAR debt refinancing, and reorganization represent more than just capital – it’s a pivotal milestone that we expect to unlock immense value and catalyze the further expansion of our digital infrastructure and services to bridge the digital divide on the continent”.

With the addition of DFC, Google LLC, and Finnfund, Cassava’s impressive roster of shareholders includes Econet Group, British International Investment (BII), Public Investment Corporation (PIC), Royal Bafokeng Holdings (RBH), Africa-Export Import Bank (Afreximbank/FEDA), and Gateway Capital.

Cassava Technologies has built a strong portfolio of business units comprising Liquid Intelligent Technologies, Africa Data Centres, Liquid C2, Cassava.ai, and Sasai Fintech, all of which are leaders in their respective sectors. This integrated platform of business units enables the Group to fulfill its vision of a digitally connected future that leaves no African behind.

Distributed by APO Group on behalf of Cassava Technologies.

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How global payroll can boost global business

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payroll

Modern payroll platforms are cutting through cross-border payroll issues that erode business performance

JOHANNESBURG, South Africa, December 17, 2024/APO Group/ — 

Can global payroll truly exist in an era where business is increasingly international, and employees work from more places and locations than the office? More specifically, organisations need a single, global payroll platform with configuration, scalability, and compliance across all sizes and locations to achieve flexible global payroll management. Is that achievable?

Business might go global, but payroll often remains very local. No matter which country one operates in, local regulations and requirements dictate payroll in that area. According to the 2021 “Getting the World Paid” survey (https://apo-opa.co/4ixXH3T), compliance is the biggest global payroll challenge.

“The enormous amount of variable administration can make it very difficult to manage payrolls in different regions under one umbrella,” says Heinrich Swanepoel, Head of Growth at PaySpace by Deel. “Every territory has different requirements. Navigating those local requirements is tricky and creates layers of bureaucracy. It becomes very expensive once you operate in a few territories.”

Payroll dampens global business

According to Forrester (https://apo-opa.co/3DgZY2Z), almost half of payroll administrators encountered substantial hidden costs when managing global payrolls. Compliance, language barriers, tax calculations, labour relations, and fluctuating exchange rates are among the culprits. But, the underlying issue is that different payroll administration is often fractured by necessity, relying on local representatives to manage that territory’s payroll on behalf of a company.

While that solves some of the problems, it’s impossible with traditional payroll systems to consolidate and centralise management on a global scale. Companies that achieve this do so with very fractured systems, incurring substantial costs and other risks.

“I’ve met many companies that want to expand into new regions but then reduce their plans or abandon them due to payroll management, transparency, or cost issues. That is a pity because they won’t have to have these problems if they used integrated payroll platforms,” says Swanepoel.

Global expansions are risky, and most companies don’t profit from their cross-border expansions (https://apo-opa.co/3VK4GN7). Any edge will help, and integrated global payroll management can turn overseas folly into victory. But what does integrated global payroll look like?

Winning with integrated payroll platforms

Companies reduce risks by centralising their payroll systems, including data breaches, fraud, and fines

An integrated payroll system has several attributes, some laying the foundation for more advanced features. Centralisation helps companies reduce risks by consolidating their payroll data and processes. Using integration, companies can connect payroll with finance and human resource systems, further reducing administrative overhead—especially when they start to automate processes, says Swanepoel:

“Automation removes many manual checks that take time and create opportunities for payroll fraud. An integrated centralised payroll system exchanges information with other business systems. When you start automating processes based on those exchanges, you can run continuous payroll that operates efficiently throughout the month, not just at the end.”

Centralisation through integration and automation also delivers other benefits, such as standard data sets, centralised management and reporting, streamlined enrolment, and adding advanced features such as self-service portals for employees. Every business should aspire for an integrated payroll environment, not only those looking to go global.

Fixing global payroll

However, a centralised and integrated payroll system can sound much like regional payroll systems. These are not capable of handling global payroll needs. But there is a new breed of payroll system that can handle global requirements while supporting centralisation, integration, and automation, and it remains flexible and affordable—global payroll platforms.

“The best global payroll platforms have ways to overcome typical issues that in-house and traditional software cannot. For example, they monitor different regions for legislative changes and apply them to their platform, which reflects immediately for all their customers. You can only do this with a cloud-native multi-tenant platform. The payroll service provider runs the platform, and each customer company accesses a secure instance meant specifically for them. That way, every customer gets updates without needing to do anything.”

These platforms naturally incorporate features such as automation, single data standards, and controlled access so that different departments can access payroll information and reports. They effortlessly cross borders, accommodating different cultures, languages, and sovereign laws.

Deel is the very first payroll platform to have been able to achieve these goals and allocate the resources to create global payroll coverage. But there are exceptions. For example, Deel recently acquired payroll platform PaySpace to offer global payroll and employee-of-record services on one software-as-a-service platform that serves multiple regions. This revolutionary bundling and delivery are poised to change how organisations manage local and global payrolls.

“A cloud-native payroll platform radically reduces the costs and risks associated with managing global payroll,” says Swanepoel. “You get payroll systems tailored to each territory you operate in. But there is no fracturing because they all interconnect on the same platform, and costs are lower because you save by automating processes, reducing administration, and don’t have to chase legislative changes. If you pay people in different jurisdictions, you should use a cloud-native integrated payroll platform. There really is no better choice.”

Distributed by APO Group on behalf of PaySpace.

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