TikTok continues to grow rapidly in Sao Tome and Principe, with an estimated 120,000 active users by 2026. Local brands are increasingly leveraging TikTok for targeted marketing, capitalizing on high engagement rates and viral content trends. The social media advertising spend reflects a significant shift towards digital marketing, with USD 2.5 million allocated for campaigns this year.
Influencer marketing plays a vital role, with brands investing approximately USD 600,000 to collaborate with popular TikTok creators. This strategy has expanded brand reach, with over 3 million potential viewers. As digital literacy improves, more businesses are adopting TikTok marketing to connect with younger audiences and boost sales through creative, engaging videos.