This was the key message delivered by Keagile Makgoba, TikTok’s Head of Communications for Sub-Saharan Africa, during a media workshop held Tuesday in Lagos. Speaking to journalists, Makgoba clarified that the platform’s underlying recommendation engine is driven by a "content graph", not a social graph—meaning users don’t need followers or connections to gain visibility. Rather, what propels content forward is creativity, relevance, and user engagement.
“Contrary to public speculation, TikTok is not about who you know,” she said. “It’s about what you create. Visibility is earned through the strength of individual content, not social connections.”
Makgoba highlighted TikTok’s commitment to educational and informative content, citing tools such as the STEM feed, which has become a hub for engaging science, technology, engineering, and math-related videos. The platform has seen a 35% increase in STEM content growth, with over 10 million STEM-related videos published globally. Users spend 96% of their time on the app’s personalised ‘For You’ feed, further underscoring the platform's emphasis on content discovery over social interaction.
She added that TikTok functions in many ways like a search engine, encouraging creators to optimise their posts with clear, descriptive captions to improve discoverability. “Consistency and content optimisation are key to reaching the right audience,” Makgoba said.
In addressing concerns around user safety and content moderation, Makgoba emphasised TikTok’s global community guidelines that are implemented with a localised approach. The platform uses a blend of AI moderation tools and human reviewers to ensure that harmful content is removed swiftly and that TikTok remains a safe space for all users.
Touching on mental health awareness, Makgoba referenced TikTok’s Mental Health Education Fund, launched in 2023 to empower content creators and organisations producing mental health-focused material. The initiative has generated over 173 million impressions, added 600,000 followers to supported organisations, and led to over 200,000 website visits. It also contributed to the recruitment of 466 new volunteers, with TikTok donating $7.3 million in ad credits to amplify the message.
Makgoba concluded by reiterating TikTok’s evolving role in digital media: “We are not just a place for viral dance videos. TikTok is a dynamic platform where education, discovery, and creativity intersect. That’s the value we bring to our users and the broader digital landscape.”
As regulatory scrutiny around social platforms intensifies globally, TikTok’s strategic reframing as a content-first platform may be a deliberate step in distinguishing itself from legacy social media networks while highlighting its growing influence in learning, wellbeing, and digital creativity.