TikTok continues to grow rapidly in Eswatini, with over 1.2 million active users in 2026, representing a significant portion of the digital population. The platform's engaging content has led to increased marketing opportunities, especially in influencer collaborations. Brands are investing heavily, with social media ad spend reaching USD 3.2 million, reflecting a robust digital marketing environment aimed at younger audiences.
The average user spends around 65 minutes daily on TikTok, indicating high engagement levels. Influencer marketing has become a key strategy, generating approximately USD 1.5 million in revenue this year. Content centered around music and dance remains dominant, resonating well with local culture and boosting brand visibility across Eswatini’s social media landscape.