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| Image: Google |
Before the rhythm of TikTok dances and voiceovers took over Nigerian smartphones, content creators in Nigeria had already been laying the groundwork for digital fame. Platforms like Instagram, YouTube, and Facebook were the early battlegrounds for attention, humor, and hustle.
Back in the early 2010s, Instagram skits were king. Creators like Craze Clown, Maraji, Taaooma, and Lasisi Elenu rose to fame by posting short, often hilarious videos that poked fun at Nigerian culture—mothers shouting at children, university struggles, tribal stereotypes, and the chaos of Lagos life. These skits, often 1 to 3 minutes long, were shot with little equipment, mostly phone cameras, and edited on mobile apps. Yet, they reached millions.
YouTube was home to longer-form content: web series, music covers, vlogs, and tutorials. Sisi Yemmie shared cooking and lifestyle videos that connected with Nigerian women. Mark Angel Comedy, featuring the viral child-comedian Emmanuella, attracted international audiences. These creators were pioneers, building fanbases without the benefit of algorithms designed to push short videos to virality.
Facebook, too, was widely used—especially for sharing skits and memes in bulk. But it lacked the focused creator support that TikTok would later master.
Then came 2020.
With the world in lockdown due to COVID-19, people had more free time and less to do. Globally, TikTok, a platform born in China and known for its 15- to 60-second videos, exploded. In Nigeria, it was the perfect storm: cheap data bundles, rising smartphone use, and a youthful population eager for something new.
At first, Nigerians were skeptical. “This one na for children,” many said.
But the app’s algorithm was addictive—scrolling never ended, and everyone, not just celebrities, had a shot at going viral.
Young Nigerians quickly took over.
Dancers like Poco Lee turned everyday Afrobeat steps into viral movements. Comedians like Sydney Talker and Softmadeit rebranded their humor to fit TikTok’s short, punchy format. Voiceovers of Nollywood clips became a trend—sassy aunties, dramatic soundbites, and classic lines from 90s movies now found new life in lip-syncs.
TikTok also birthed a new kind of creator: people who weren’t actors or comedians but storytellers, POV creators, and makeup artists. People like Beauty Goddess and Jenni Frank became influencers through aesthetic transitions, relatable skits, and charm.
Even the music industry felt it.
Up-and-coming artists like CKay, Ayra Starr, and Asake had songs blow up first on TikTok before dominating radio or streaming charts. Suddenly, a TikTok challenge could turn a regular song into a global hit.
TikTok was different from what came before.
• On Instagram, followers mattered. On TikTok, content did.
• YouTube rewarded long videos and consistency. TikTok rewarded creativity and timing.
• Facebook needed sharing. TikTok needed engagement.
This democratization changed the game.
People from rural areas, without fancy setups or ring lights, could now gain followers with just humor, talent, or a good idea. It leveled the playing field—and Nigerian youths seized it.
By 2022, TikTok was more than just entertainment. It became a tool for education (EduTok), fashion promotion, product reviews, politics, and activism. During the 2023 elections, it was used to spread awareness, campaign slogans, and even fact-check misinformation.
But TikTok didn’t erase what came before—it built on it.
Many of the original skit-makers adapted, blending their styles with TikTok trends. Some migrated their audiences between platforms, creating a hybrid presence across TikTok, Instagram Reels, and YouTube Shorts.
As of 2025, TikTok is now part of the Nigerian digital fabric. It influences fashion, music, slang, and even business. Content creation is no longer a “side hustle.” It’s a career—one that began years ago with simple, funny skits on Instagram and clumsy videos uploaded to YouTube.
TikTok gave Nigerian creators something else, too:
A global voice.
And they’re using it—one scroll at a time.
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