Survey Reveals 73% of Nigerian TikTok Users Form Meaningful Connections and Friendships on App

TikTok, the leading short-form video platform, continues to make strides in raising awareness about mental health. In its commitment to this important cause, the app has launched a research survey in line with its multi-market campaign, #MentalHealthAwareness: Better Together.

The initiative aims to create a safer and more supportive environment where users can openly discuss their mental health experiences and access guidance.

The platform acknowledges the shifting landscape of mental health discussions, which once carried a stigma but now see a more open dialogue and understanding. Notably, TikTok has witnessed significant engagement on mental health-related content, with hashtags such as #MentalHealth, #SelfCare, and #MentalHealthAwareness collectively amassing over 175 billion views. This highlights TikTok’s role as a platform where individuals share their stories, connect, and support one another through life’s ups and downs.

In an effort to bolster the “Better Together” narrative, TikTok conducted an in-app survey in Nigeria. The purpose of the survey was to gain insight into the emotions and perceptions of users regarding the platform’s role in combating loneliness and fostering connections. Among the 3656 TikTok users who participated, it was found that 73% of them have built meaningful connections and/or friendships on TikTok. Furthermore, 78% of the participants stated that they find a sense of belonging on TikTok, while 67% mentioned that using the platform makes them feel less alone.

Boasting over 20 million views, Olawuni Oluwapelumi, also known as AbikeShugaa, is a talented content creator and actor dedicated to bringing others joy through her work. With a passion for making people happy, she consistently strives to create content that resonates with her audience. However, her commitment to mental health goes beyond her professional endeavours. Having overcome a difficult past marked by abuse, Olawuni understands the importance of prioritising mental well-being. “Coming from someone like me who endured verbal and physical abuse during my upbringing, I aim to convey that happiness and motivation are attainable. Lastly, reminding them that they are not alone in their struggles is crucial. I strive to be sensitive to my surroundings, avoiding insensitivity and ensuring I don’t alienate any part of my audience.”

As part of her daily routine, she incorporates some self-care practices to keep her mental health in check.

“I prioritise practices that work for me: enjoying good music, staying positive, being productive, and eating healthily. I also recommend avoiding procrastination and negative thinking and nurturing healthy relationships while maintaining a positive outlook on life,” she adds.

Bianca Sibiya, TikTok’s Head of Content Operations for Sub-Saharan Africa, outlines the campaign’s goals:

“TikTok continues to work closely with local and global organisations to provide meaningful resources to support anyone in need of help, by implementing dedicated hashtags, in-app content hubs comprising educational materials, and live sessions as part of their ongoing campaign.

Communities are invited to come together to encourage positively-driven mental health conversations and support structures. We are also dedicated to amplifying the voices of advocates and experts, fostering awareness of mental well-being, and ensuring equal access to mental health resources.”

TikTok is dedicated to establishing a safe and inclusive global community. “We employ a comprehensive approach, which involves not only removing harmful content but also connecting users to essential resources,” as explained by Bianca. TikTok’s Community Guidelines strictly prohibit content that promotes self-harm, suicide, or disordered eating.

The app automatically directs users searching for content that contravenes these guidelines to safety and support platforms. These platforms offer assistance in overcoming various challenges, providing guidance on topics like gambling support, animal welfare, bullying prevention, digital well-being, and more, including insights from experts in the field. A well-being guide for creators has also been published to facilitate discussions on mental health while upholding a respectful and secure environment.

The convenience of the digital age empowers individuals to seek support and discover helpful strategies from the comfort of their homes. TikTok invites its global community to actively participate in the #MentalHealthAwareness: Better Together conversation by utilising the dedicated hashtag and sharing their stories, tips, and resources.

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