Recent figures from the Tanzania Communications Regulatory Authority (TCRA) show TikTok ranked third in data usage in the fourth quarter of the 2022/23 financial year, with Tanzanians consuming 33.57 million gigabytes on the platform during that period
Dar es Salaam. TikTok is rapidly evolving from a platform for viral trends into a powerful business and discovery tool, giving Tanzanian entrepreneurs a cost-effective way to showcase their products, reach new customers, and grow their sales without the hefty price tag of traditional advertising.
The platform’s influence is being driven largely by Gen Z and Millennials, who increasingly turn to TikTok rather than Google to search for products, services or experiences.
Recent figures from the Tanzania Communications Regulatory Authority (TCRA) show TikTok ranked third in data usage in the fourth quarter of the 2022/23 financial year, with Tanzanians consuming 33.57 million gigabytes on the platform during that period.
Globally, TikTok’s What’s Next Trend Report 2025 revealed that 81 percent of users rely on the app to discover new topics or trends, while 40 percent say they feel a stronger connection to brands that showcase their personality through content.
Tech experts said this trend was a game-changer for small and medium-sized businesses in Tanzania.
Technology expert Dominick Dismas said TikTok’s appeal lay in its mix of visual content, interactivity and authenticity.
“The beauty of the platform is that it combines entertainment with discovery. Users don’t just read about a product; they see it in action. This visual storytelling builds trust, and that’s why many Tanzanians now type their searches directly into TikTok instead of Google,” he said.
He added that TikTok had changed the way people searched.
“People don’t just scroll anymore; they actively search. TikTok delivers results that feel real. Unlike a typical Google search, which shows static links, TikTok offers video reviews, real-time experiences, and direct feedback from consumers,” he said.
On the other hand, marketing strategist Lucas Damas agreed, saying TikTok had flipped the traditional search engine optimisation (SEO) model.
“Today, a small vendor in Kariakoo with only a smartphone and creativity can compete with established brands. The algorithm rewards quality and engagement, not budget size,” he said.
Mr Damas added that TikTok indexed videos based on spoken keywords, captions, and hashtags, allowing businesses to appear in search results organically.
“If a business uses the right tags, local users will find what they are looking for. It’s a much more direct connection between businesses and customers than traditional platforms,” he explained.
He believed Tanzanian businesses that embraced TikTok early by creating relatable and informative content would enjoy a huge competitive advantage.
Local perfume entrepreneur Amina Mwanga said TikTok transformed the way she marketed her products.
“Now I post short videos showing my perfumes, explaining scents, and giving tips on how to choose the right fragrance. People from different parts of Dar es Salaam and other regions contacted me after seeing the videos,” she said.
Amina explained that TikTok allowed her to showcase her products creatively, from unboxing clips to demonstrations of how the perfume lasted throughout the day.
She added: “The videos felt personal, like I was talking directly to the customer. It built trust more than a simple poster or ad ever could.”
She also highlighted that TikTok levelled the playing field for small businesses.
“Even with a small budget, I reached hundreds of potential buyers. The key was creativity and consistency,” she said.
