The creator economy in Sub-Saharan Africa has officially graduated from viral dance challenges to high-stakes storytelling. On 6 December in Johannesburg, TikTok held its 2025 Awards under the theme “New Era, New Icons,” and the winners’ list reflects a distinct shift in how digital content is being consumed across the continent. It is no longer just about who can move the fastest; it is about who can tell the best story, whether through cinematic food vlogs or complex 2D animation.
While the night saw a heavy sweep by Nigerian creators in the narrative and lifestyle categories, East Africa carved out a significant niche in technical creativity and sports journalism.
The Shift to Cinematic Storytelling
The night’s top honour, Creator of the Year, went to Nigeria’s Raja’atu Muhammed Ibrahim (@diaryofanortherncook). Her win signals a move away from hyper-fast editing towards what can best be described as culinary cinematography. Based in Sokoto, Ibrahim has effectively rebranded Northern Nigerian cuisine for a global audience, using high-fidelity visuals and traditional soundscapes that demand viewer retention—a metric TikTok’s algorithm is increasingly prioritising.
This narrative dominance was reinforced by Brian Nwana (@briannwana), another Nigerian creator who took home Storyteller of the Year. Nwana, who holds a Guinness World Record for the most fast-food restaurants visited in 24 hours, has built a following by weaving personal essays into food exploration.
“Every single creator is a storyteller,” Nwana noted during his acceptance speech. “We all tell stories that help drive the local communities… and when we do that we change the perception that the world has about us.”
Kenya’s Animation and Sports Innovation
For the Kenyan tech ecosystem, the win by @tunero_animations for Rising Star of the Year is the most significant. Animation is notoriously difficult to sustain on a platform built for daily uploads due to the rendering and production time required. Yet, the Nairobi-based creator has managed to capture a massive audience with the character ‘Bob Kichwa Ngumu’, whose sarcastic, stubborn traits have become a local cultural touchstone.
The award validates animation as a viable, competitive format against live-action content in the region.
Kenya also secured the Sports Creator of the Year award through John Maingi Mbugua (@zozasportscast). The account represents the disruption of traditional sports media, offering fan-led, “authentic” football analysis that often outpaces legacy media houses in engagement. Mbugua described the win not as a finish line, but as “fuel for the next chapter,” highlighting the intensity of independent sports journalism.
The Viral Mechanics of Humor and Tech
Tanzania’s Fanuel John Masamaki (@zerobrainer0) provided a masterclass in non-verbal communication, winning Video of the Year. Masamaki previously won Sports Creator of the Year in 2024, but his pivot to silent comedy—donning a signature beige blazer—has broadened his appeal beyond football fans. His success mirrors the global “Khaby Lame effect,” proving that silent, physical comedy remains the most efficient way to cross language barriers in a fragmented linguistic region like East Africa.
On the hardware and software front, Nigeria’s Izzi Boye (@izziboye) took Education Creator of the Year. Boye has become the de facto tech reviewer for the region, translating complex gadget specs into consumer advice. His win underscores TikTok’s utility as a search engine for Gen Z, who increasingly turn to the platform for tech support and purchasing decisions rather than Google.
Music and Social Impact
The Artist of the Year went to Nigeria’s Shallipopi, whose year has been defined by the “Plutomania” movement. His tracks didn’t just play in the background; they dictated the editing styles and viral challenges of 2025.
In the social good category, Dejoke Ogunbiyi (@noositiwantiwa_) from Ibadan won Social Impact Creator of the Year for mobilising communities around social issues, proving the platform’s efficacy for activism.
The Ecosystem
The event, hosted by Bontle Modiselle-Moloi with red carpet coverage by Keegan Gordon and Zayaan Noorani, was supported by major corporate players including NIVEA, inDrive, Coca-Cola, PEP, and Dis-chem. This corporate presence highlights the commercial maturity of the African creator market—brands are no longer just testing the waters; they are funding the infrastructure.
For those who missed the livestream or the performances by artists like Ciza and Thuli P, TikTok is rebroadcasting the ceremony on their @tiktok.africa handle on 11 December at 20:00 SAST.
Complete List of Winners
- Creator of the Year: Raja’atu Muhammed Ibrahim (@diaryofanortherncook) – Nigeria
- Storyteller of the Year: Brian Nwana (@briannwana) – Nigeria
- Video of the Year: Fanuel John Masamaki (@zerobrainer0) – Tanzania
- Rising Star of the Year: @tunero_animations – Kenya
- Runner-up: Esther Francis (@estherfrancisbackup) – Nigeria
- Sports Creator of the Year: John Maingi Mbugua (@zozasportscast) – Kenya
- Runner-up: Victor Ademola (@ademolavictortv) – Nigeria
- Education Creator of the Year: Izzi Boye (@izziboye) – Nigeria
- Runner-up: @michelle_expert – South Africa
- Social Impact Creator of the Year: Dejoke Ogunbiyi (@noositiwantiwa_) – Nigeria
- Runner-up: Sinethemba Masinga (@ufarm_julia) – South Africa
- Food Creator of the Year: @malumfoodie – South Africa
- Runner-up: Abena Amoakoaa Sintim-Aboagye (@chefabbys) – Ghana
- Entertainment Creator of the Year: Belove Olocha (@beloveolocha) – Nigeria
- Runner-up: Jabulani Macdonald (@jabu_macdonald) – South Africa
- Artist of the Year: Shallipopi – Nigeria
