Global short-form video app – TikTok – has appointed global influencer marketing platform Webfluential.com as its first partner for content creators and brands to collaborate in Africa.

As a result, 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.

With its mission to inspire creativity and bring joy to African audiences, TikTok’s growth in Africa shows no sign of slowing down. 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,” said Boniswa Sidwaba, TikTok Content Operations Manager, Africa.

Webfluential is already connected to 500m fans and followers across Africa, the partnership with TikTok extends the potential for brands to tap into the 1.2bn-strong African audience to further celebrate creativity and storytelling.

“TikTok enables creator-led brand engagement that is relatable and authentic, simple and entertaining, and allows brands to supercharge their audience engagement. Coupled with 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,” said 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,” said Silberman.

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