TikTok says its 2025 Sub-Saharan Africa Awards will spotlight creators whose content is helping to build stronger digital communities and opportunities across the region.

Boniswa Sidwaba, TikTok’s head of content operations for Sub-Saharan Africa, said in a statement on Thursday that the awards would hold on December 6, as part of efforts to support and celebrate creators driving culture, conversation and innovation.

Mr Sidwaba said this year’s edition would highlight positive storytelling, creator impact and the growing role of digital platforms in empowering young creative entrepreneurs.

“The annual awards taking place on December 6 will celebrate the continent’s most inspiring and innovative creators who are using the platform to educate, entertain, and empower their communities.

“The awards will shine a spotlight on the content, trends, and creators who’ve shaped the year, from viral dance crazes to groundbreaking educational content, food creators turning kitchens into studios, and storytellers sparking movements,” she said.

According to her, this year, TikTok is partnering with title and category sponsors to elevate and reward outstanding creators.

“TikTok is proud to partner with great local and regional brands that support Africa’s creative economy.

“These brands are making a conscious choice to invest in African creativity at a pivotal moment. They see what we see: that when we uplift creators, we strengthen entire communities and economies across the continent,” she said.

She announced NIVEA (Beiersdorf) and inDrive as the official title sponsors of the 2025 Sub-Saharan Africa Awards.

This, she said, underscores the growing influence of digital creativity and brand collaboration across the region dedicated to celebrating and rewarding creators.

She added that these brands would play key roles in amplifying creator recognition, supporting event experiences, and on-the-ground activations.

“NIVEA (Beiersdorf) will sponsor the Creator of the Year award, while inDrive will present the Storyteller of the Year award, both reflecting a shared passion for innovation, inclusivity and celebrating African voices making a global impact.

“Also joining the partnerships are Coca-Cola, Dis-Chem and PEP Stores, who come on board as category sponsors for the Food Creator of the Year, Social Impact Creator of the Year and Entertainment Creator of the Year awards respectively, giving due recognition to creators who are shaping culture and driving positive change across the region,” she said.

Mikita Ponarin, Marketing Lead at inDrive Africa, described TikTok as a unique platform that enables brands to engage young audiences in a language and format that truly resonates with them.

(NAN)