Brands and agencies are now able to collaborate with TikTok creators for paid influencer campaigns, based on each influencer’s reach, resonance and relevance to the partner brand. The partnership with Webfluential is set to positively bolster TikTok’s position with brands in the marketing sector across the continent.

"TikTok’s unique creator engagement solutions and immersive formats reach and engage audiences in fun, quirky and innovative ways. We selected Webfluential as our partner in Africa to scale our offering to more African brands and agencies,” says Boniswa Sidwaba, TikTok content operations manager: Africa.

According to Webfluential, the partnership with TikTok extends the potential for brands to tap into the 1.2 billion strong, African audiences and will further celebrate creativity and storytelling in the continent.

"TikTok enables creator-led brand engagement that is relatable and authentic, simple and entertaining; it allows brands to supercharge their audience engagement. Coupled with the influencer strategy and our influencer expertise at the Nfinity group, Webfluential’s local execution partner, we can now work with brands and top TikTok creators to entertain even more audiences," says Ryan Silberman, CEO of Webfluential.

"With access to influencers across eight different channels, and a combined audience of over two billion people, the addition of TikTok as a Webfluential channel means that our customers and agencies will be able to work with top TikTok talent and boost the uniquely talented creator economy in Africa," concludes Silberman.

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