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If you have ever sold a bag on a WhatsApp status, explained a recipe on a TikTok Live like Chef Raja, or convinced your friends to try a new “Amala spot” in Ibadan via a short clip, congratulations— you are an influencer.
The word “influencer” used to feel like an exclusive title for celebrities with millions of followers. But in 2026, the reality has changed. If you create content for any size of audience, you are a decision-maker. You are a thought leader. This is why any conversation—or “war”—against content creators and social platforms should concern every one of us. We aren’t just scrolling; we are building.
Beyond the Dance: The Serious Business of “Unseriousness”
Gone are the days when platforms like TikTok were dismissed as just a playground for “Gen Z” to do dance challenges. Today, TikTok has evolved into Nigeria’s most vibrant Digital Town Square. It is our modern-day village square—the meeting point and melting pot where community members gather to learn, trade, and grow.
It is the place where serious business happens. It’s where a fashion designer in Aba can show the world the “behind-the-scenes” of her craft, and where a medical doctor can debunk health myths in 60 seconds of engaging, life-saving content. It is where thoughts are led, and where national decisions are broadcast and debated in real-time.
From Grandmas to Tech Bros: The TikTok Ecosystem
The evolution of TikTok in Nigeria is beautifully diverse. We see the 80-year-old grandma using the app to find where to buy those specific giant snails and fresh yoghurt for her visiting grandchildren. On the other end, we have the “Tech Bro” who won’t spend a kobo on a new smart car until he has watched Izzi Boye’s latest review to see if the tech actually holds up on Nigerian roads.
Whether you are looking for spiritual upliftment, financial literacy, or just the best way to tie a Gele, TikTok has become the ultimate search engine for the Nigerian experience. It isn’t just a “social” app; it is a utility.
The Onus is on Us
Those who profit the most from these platforms; the creators, the brands, and the tech-savvy youth, have a responsibility. We must educate the wider populace on the beauty and purpose of these tools. We need to show that TikTok is a platform for economic empowerment and educational advancement.
If we do not take these platforms seriously today, we forfeit our right to shape what they become in a decade. TikTok is providing a voice to the voiceless and a storefront to the small business owner who cannot afford a shop in Lekki Phase 1.
A Decade of Growth
As we look toward the next ten years, the goal is clear: to move from being mere consumers of content to being architects of our digital future. TikTok is no longer just an app on our phones; it is the heartbeat of Nigeria’s creative economy.
Let’s protect it, let’s use it wisely, and most importantly, let’s continue to influence our world one “stitch,” one “duet,” and one viral video at a time.
