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The rise of social media has transformed the landscape of content creation worldwide, and in Nigeria, young digital creators are forging a new path within the entertainment industry.
Nowhere is this more evident than in Kano, where a thriving community of TikTok influencers is shaping a multimillion-naira industry, reminiscent of the early days of Kannywood.
Much like their predecessors in the film industry, these creators, predominantly in their 20s and 30s, have carved out a creative hub in Kano, with streets around Zoo Road, Ado Bayero Mall and Al-Hamsad Towers, becoming their primary shooting locations.
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On any given evening, groups of influencers can be seen filming comedy sketches, fashion content, and other engaging material for their vast online audiences.
A Booming Industry
TikTok has emerged as a dominant platform, offering young talents not only a source of entertainment but also a lucrative career path. For many, content creation has become a full-time profession, providing financial stability and national recognition.
Among these rising stars is Ali Nuruddeen, popularly known as ‘Badoo’, a 32-year-old comedian and fashion content creator with 7.6 million TikTok followers.
Speaking to Daily Trust, he revealed “On average, I receive at least 30,000 likes and over 300,000 views per post. Through TikTok, I earn around $1,200 weekly, totalling an average of $5,000 per month from ad placements, ambassadorship deals, and my fashion business.”
Similarly, Ibrahim Abdullahi, a 23-year-old influencer known as ‘Ngulde’, has amassed one million TikTok followers. “Depending on what I post, I receive a minimum of 50,000 likes per video. TikTok has become a reliable source of income for me, I earn at least N200,000 monthly, excluding advertisements,” he disclosed.
For Mubarak Muhammad, also known as ‘Mubarak Uniquepikin’, social media has been a game-changer. With 1.3 million followers on TikTok, 400,000 on Facebook and 100,000 on Instagram, he leverages his platforms for comedy and motivational content.
“We are in an era where media is life. Content creation has positively impacted me, and I know creators who make up to N10 million per month. In January 2025, someone I know earned around N13 million in just one month,” he shared.
Challenges and the push for structure
Despite its rapid growth, Kano’s TikTok industry remains largely informal, lacking the structured framework of industries like Nollywood or Kannywood.
This concern was highlighted by the Social Media Awareness and Promotion Development Association (SMAPDA) during its 50 Million Plus Followers Connect seminar in Kano.
SMAPDA convener Sharfaddeen Bature emphasized that over 300 influencers from Northern Nigeria operate without proper structure or institutional backing.
“Digital influencers play a crucial role in public opinion and brand promotion, yet many work in isolation. We aim to professionalize content creation, attract corporate investments, and unlock its full economic potential,” he stated.
Bature also suggested that government institutions and security agencies should collaborate with influencers for effective communication.
“The police, military and other agencies can leverage this network to reach the public efficiently,” he added.
The power of TikTok in Northern Nigeria
The influence of TikTok in governance and public engagement was further highlighted by Nastura Ashir Shariff, Chairman of the Board of Trustees for the Coalition of Northern Groups (CNG).
“Social media is a powerful tool for mobilization. If properly utilized, it can guide governance, reshape narratives and amplify voices,” he said, noting that Northern TikTok influencers collectively command over 50 million followers, a figure surpassing the number of votes received by Nigeria’s president in the last election.
Shariff urged the government to engage these influencers to promote social awareness and combat misinformation.
“Structurally, the film industry is ahead, but TikTokers hold greater influence due to their direct audience engagement,” he explained.
Cleric call for responsible content creation
Amid the industry’s rise, Islamic scholar Sheikh Ibrahim Khalil has called on TikTok creators to use their platforms responsibly.
“You are handling a powerful tool for mass communication. It is your duty to lead your audience in the right direction,” he advised.
Khalil encouraged influencers to contribute to nation-building by promoting positive narratives rather than content that fosters societal decay.
“TikTok is often associated with reckless behaviour, but you have the power to change this perception through meaningful content,” he added.
Security experts weigh in
Former DSS Director Ibrahim Katsina also emphasized the need for ethical social media use, particularly in light of emerging artificial intelligence technologies. “Social media influences the mind. We must use it judiciously to promote peace, unity and positive change,” he cautioned.
He challenged influencers to become ambassadors of constructive content, reminding them that their reach extends to over 50 percent of Nigeria’s population. “With such a vast following, you have the capacity to reshape public perception and national discourse,” he concluded.
The future of Kano’s TikTok industry
As Kano’s TikTok scene continues to flourish, the push for greater structure, collaboration and responsible content creation remains at the forefront of discussions.
With digital creators now wielding immense influence over millions, the potential for economic growth, social transformation and political engagement has never been greater.
English (US) ·