The dawn of social media platforms has changed the way content creators and artists alike showcase their talent to the wider audience and Malawi is no exception, with TikTok taking the entertainment industry by storm.
TikTok, a social media app that has taken the world by storm leads the pack. In Malawi, TikTok has become a launchpad for many artists and content creators, enabling them to reach a global audience and monetise their content.
One such success story is that of Jabulani Mandala, popularly known as Justjay265. The Mwanza-based 23-year-old content creator has leveraged TikTok’s algorithm and vast user base to build a large following and turn his passion into profit.
“TikTok is not just a platform, but a stage where anyone can shine,” he says. “The engagement on TikTok is unmatched and it enabled me to build a community of fans who support my content and help me earn a living.”
Justjay265’s success on TikTok has also opened opportunities for him to collaborate with brands and promote their products to his audience.
He said he has also launched his own website which serves as a hub for his entrepreneurial ventures, including content creation, social media management and event planning.
Other notable TikTok creators in Malawi include Hanareen Doness and Chippie who have both gained recognition and accolades for their content. Hanareen Doness, a popular TikTok creator, has been nominated for several awards, including the Malawi Social Media Awards.
Hanareen has also used her platform to launch a charity project to provide educational resources and support to underprivileged children in Malawi. Her project has gained significant traction and support from her fans and the wider community.
Chippies and Hanareen’s follower, 23-year-old Towera Chirwa based is Nkhata Bay, said: “Hanareen’s initiative of helping girls to return to school resonates with me that motivates me. One day, I want to be able to do that too.”
Recently, Hanareen won an award as the best male social media content creator at the MBC Entertainers of the year and has gained a massive following for his entertaining and engaging content.
Chirwa said when she watches Chippies’ videos, they make her happy. She said her content has bought a spark of light to her life.
Another beneficiary of TikTok’s viral algorithm is Zebe763, a content creator who shares insightful and entertaining videos that resonate with students.
His success on TikTok has not only earned him a following, but also enabled him to inspire and motivate his audience. His videos have become a valuable resource for students, offering practical advice on how to improve their grades and overcome challenges.
Ngwazi Sumani, 22, from Lilongwe, is among the growing number of Malawians finding value in TikTok as a source of entertainment and education. For him, one particular content creator, known as Zebe 763 stands out. Zebe 763 has carved a niche for himself on TikTok where he shares content that resonates with students.
He explains that he started following Zebe 763 because of the way he tackles real issues that students face “from dealing with procrastination to improving grades”. She said videos are not just entertaining, but also insightful.
“He even shares information about scholarships which is helpful to those looking to further education,” she said.
TikTok’s impact on the entertainment industry in Malawi extends beyond content creators and entrepreneurs as the platform has also revolutionised the music industry, providing artists with an unprecedented opportunity to showcase their talent and reach a global audience.
Most musicians can now use TikTok to promote their music, engage with their fans and build a community around their brand. The platform’s dance challenges and lip-syncing trends have also helped artists to go viral and increase their visibility.
As social media continues to evolve and play a more prominent role in the entertainment industry, it’s clear that platforms like TikTok will remain a vital part of the ecosystem.
For artists, content creators and entrepreneurs in Malawi, TikTok has opened up new opportunities for creativity, entrepreneurship and success.
As Justjay265 puts it: “TikTok has changed the game for content creators in Malawi. It has given us a platform to showcase our talents, build a community and earn a living. The possibilities are endless and I’m excited to see what the future holds.”
Digital marketing expert Tendai Mituka based in Magomero, Chiradzulu, shared insight on the impact of social media to the youth.
“Social media has changed the way young people socialise. This is different from the past where they relied on face to face interactions,” he said.
