TikTok Launches African All-Stars Brand Edition to Spotlight South African Entrepreneurs

TikTok is turning the spotlight on South African entrepreneurs, marketers, and businesses with its new African All-Stars Brand Edition podcast series. Hosted by digital pioneer Lebo Lion, the series profiles enterprises that have successfully used the platform to grow their businesses, strengthen brand identity, connect with consumers, and develop strategies to thrive in the digital space, TikTok says.

The vodcast features in-depth conversations with a diverse range of businesses, from owner-run ventures like Sisco Solutions and Training to household names such as Unilever and Dis-Chem. Through interviews, discussions, and rapid-fire questions, the series offers authentic, first-hand accounts of how companies have leveraged TikTok to reach millions of users and achieve tangible business success.

According to the recent WARC x TikTok measurement report, more than 60% of South African shoppers make immediate purchases after discovering products on TikTok, highlighting the platform’s effectiveness as a sales driver, not just a creative showcase. Unlike traditional advertising, which often requires budgets running into hundreds of thousands of rands, TikTok provides direct consumer engagement, cost-effectiveness, viral potential, and access to a massive audience. The African All-Stars Brand Edition aims to showcase how marketers turn viral discovery into real-world sales and measurable growth.

“South Africa is bursting with innovation and insights,” says Jochen Bischoff, Head of Global Business Solutions, Africa, TikTok. “TikTok's short, engaging videos capture undivided attention from 65% of users, making it a powerful platform for brands and creators to connect with South African consumers. The African All-Stars Brand Edition is our way of celebrating those who are building something meaningful and growing the creative economy. By telling these diverse stories, we hope to inspire more South Africans to see the power of creativity and connection on TikTok.”

The series is part of TikTok’s ongoing commitment to empowering local creators, brands, and businesses, and celebrates South Africa’s resilience and innovation. By highlighting entrepreneurs and marketers, the African All-Stars Brand Edition provides a practical toolkit of real-world examples aimed at inspiring the next generation of business owners, TikTok concludes.