By Ifeoma Ben, LLM, MBA
Nigeria’s TikTok landscape is witnessing a seismic shift in digital storytelling and it’s redefining how creators, brands, and media interact. With 37.4 million adult users and a 57% increase in ad reach between early 2024 and 2025, TikTok has emerged as a dominant platform in Nigeria’s digital ecosystem. This dynamic platform is transforming content creation, the influencer economy, and branding along with its ripple effects on the legal profession.
Reinventing Storytelling & Amplifying Culture
Nigerian creators are using TikTok to spotlight local culture, Gen Z perspectives, and social issues. Many tackle themes like mental health, gender equality, and technology, crafting content that is both entertaining and meaningful . Influencers such as Charity Ekezie (@charityekezie) use satire to debunk stereotypes about Africa, positioning Africa as a thought leader online. This cultural shift underscores TikTok’s power as a platform for authentic storytelling that resonates globally.
TikTok Fame, Fortune & Tech-Enabled Ecosystems
The platform has fast-tracked fame and created new revenue paths. Influencer marketing in Nigeria was valued at $1 billion in 2023, with engagement rates averaging 15%, far surpassing other platforms. Top Nigerian TikTokers like “Peller” earn reportedly ₦20 million ($26,000) weekly from live streams and creators like Realjjfrosh have built economies simply through viral content. However, monetisation is not without pain points: “Micro‑influencers see an engagement rate of 3.86%, but most creators grind for years before seeing a single dollar”.
Branding Redefined: Community, Authenticity & ROI
For brands, TikTok has become a strategic asset. Over 70% of Nigerian brands now integrate TikTok into their marketing strategy; TikTok ads deliver 300% higher engagement, with $1 CPC and $10 CPM. Since 64% of TikTok users have purchased a product through the app, it is clear ROI is high; 70% trust creator recommendations more than traditional ads. Brands appreciate TikTok’s fusion of entertainment and authenticity, especially when leveraging branded hashtag challenges and shoppable features.
What This Means for the Legal Industry
1. Advertising and Influencer Contracts – Lawyers must navigate branded content deals, negotiation terms, disclosure obligations, and regulatory adherence.
2. Copyright & Intellectual Property – Use of music, sound effects, or repurposed clips necessitates careful clearance to avoid infringement.
3. Consumer Protection – Legal counsel must ensure transparent, truthful ads, particularly for live-selling and affiliate promotions.
4. Data Privacy & Minors – With a significant teen user base, adhering to NDPR and protecting children’s data is crucial.
5. Dispute Resolution – As brand collaborations scale, legal frameworks for conflict resolution and performance metrics become essential.
Risks, Oversight & Ethical Concerns
There are growing concerns over content moderation, deepfake misuse, and TikTok’s algorithmic opacity. Also, heavy monetisation pressures may jeopardise Creator authenticity. The balance between commercial success and ethical responsibility presents a new wave of legal considerations.
*Conclusion*
TikTok is revolutionising Nigeria’s digital narrative, empowering creators, redefining influencer marketing, and offering brands powerful engagement tools. But this new frontier demands legal foresight: from structuring fair partnerships and protecting rights, to ensuring transparency, regulatory compliance, and data integrity. As the platform continues to evolve, lawyers and media professionals will play a central role in shaping a lawful, equitable, and innovative digital future.
