Online Reporter
ADDIS ABABA.— In just a few short years, TikTok has woven itself into the fabric of Ethiopian society —economically, socially, and culturally.
It’s created a new kind of economy, one where attention is currency, creativity is capital, and a cheap Android phone can be the foundation of a media empire.
The platform has levelled the playing field, allowing anyone with a spark of talent (or simply a willingness to be bold) to reach millions without the traditional gatekeepers of TV producers or record labels.
But, events at the Ethiopia Creative Awards last week have shown that even the TikTok stars themselves do not have the licence to go beyond what is acceptable in the country’s conservative society.
Last week, Ethiopian police arrested nine TikTok content creators for allegedly violating norms in the culturally conservative country.
Six of these individuals were accused of wearing “indecent attire” at the Ethiopia Creative Awards, an event for TikTok creators that took place a fortnight ago.
The others were arrested for their social media content, with the police alleging that two creators were involved in an “inappropriate act” during a TikTok livestream.
The detentions have ignited widespread debate across Ethiopian social media.
Among those arrested for their clothing at the Ethiopia Creative Awards was Adonay Berhane, a 25-year-old lifestyle and motivational creator with almost four million followers.
The creator, who was named “TikToker of the Year” at the awards, was pictured wearing an open-necked shirt.
Supporters argue the arrests violate freedom of expression and stifle creativity, while conservative voices have defended the police, insisting that public figures must respect cultural norms.
Wongelawit Gebre Endrias, aka Evan, was also arrested.
The creator, who posts lifestyle and fashion videos to TikTok, went braless under an oversized blazer jacket.
Sporting a man-bag was Yohannes Mekonnen, known as Jahnny, a dancer and content reviewer who won an award for video production at the ceremony.
None of the six influencers have spoken about their treatment.
On Thursday, the police announced that Bereket Tsegaye, Mekdim Dereje and Girum Gezahegn had been arrested over TikTok content deemed contrary to “good behaviour and ethics”.
The statement also accused two of the TikTokers of being involved in an “inappropriate act” during a livestream. The mother of Adonay Berhane—Abeba Gebru —was shocked by his arrest.
Adonay is her “backbone” and an “example to Ethiopian youth”, she told BBC Tigrinya.
Having spent his teenage years in Canada, Adonay returned to Ethiopia and much of his TikTok content warns of the negative sides of becoming an immigrant. He urges his followers to live and work in their homeland instead.
Ethiopia’s government has not commented on the matter, but police said the detainees were suspected of promoting behaviour that undermines public morality — citing concerns about the growing influence of online trends on Ethiopian youth.
With more than eight million social media users nationwide, the incident highlights the growing strain between Ethiopia’s rapidly expanding digital culture and longstanding traditional expectations.
Federal police warn that further action will be taken against anyone “violating the country’s cultural values” or promoting what they described as “shallow culture”.
It’s a reality check for an industry which has empowered people: the shy rural teenager who became a comedy sensation, the group of friends from a small town who now earn sponsorships for doing dance challenges, the professional who turned educational mini-lectures into a paying side gig.
The annual TikTok Creative Awards, where police claim the crimes were committed, are big here — this is the night Ethiopia’s online stars step into the real world spotlight.
TikTok Takes the Stage in Ethiopia
What started as an app for lip-syncing teens during the COVID-19 lockdowns has evolved into a mainstage for Ethiopian pop culture and business.
Major companies have taken notice.
The event’s headline sponsors include Ethio Telecom’s Zemen Gebeya, a burgeoning e-commerce platform, and other big players eager to associate with TikTok’s massive youth audience.
It’s a clear sign that an entire attention economy has formed around TikTok creators.
Brands now scramble to get product placements and shout-outs, and even traditional media outlets feel the pinch of losing urban eyeballs to the endless scroll of TikTok feeds.
Competition is intense and stressful. Creators spent weeks rallying their followers for votes, obsessively refreshing the online results page.
“It felt like mental torture,” one finalist admitted, describing how the dream of victory turned into a constant cycle of hope and dread.
When the winners are finally announced and trophies handed out, there are tears of joy on stage— but also sighs of relief in the audience from those who endured the pressure cooker of TikTok fame.
From Fame to Fortune: Clout and Cash
Beyond the glitz of award night, TikTok’s real allure is the promise of monetisation — the idea that anyone with enough followers and creativity can turn clout into cash.
In Ethiopia, this promise is drawing in thousands of young people.
TikTok’s user base here has exploded to around three million monthly active users, rapidly catching up to Facebook’s roughly seven million, according to The Reporter.
The platform’s rise, fuelled by a large youth population and ever cheaper smartphones, has outpaced older networks and created a new breed of celebrity: the TikTok influencer.
For many, the first step is fame for fame’s sake— chasing viral videos in hopes of getting noticed by advertisers. As one content creator candidly put it, the ultimate goal was never just the likes; it was to land paying gigs. And indeed, success stories are emerging.
A year’s income in six figures – from skits shot on a phone — was unimaginable before TikTok unlocked this creator economy.
Such examples have lit a fire under young Ethiopians. The logic goes: if someone can do it, why not me?
We’ve seen lives changed virtually overnight. One former TikTok Award winner managed to parlay her online fame into a partnership with big company, a gig that traditionally went to established media personalities.
TikTok has become a talent pipeline to advertising agencies and brands looking for the next relatable face.And unlike the old days of TV ads or radio jingles, these creators often work on their own terms, filming guerrilla-style in their living rooms or on the street and hitting upload for millions to see.
However, not all that trends turns to gold.A crucial insight emerging in the TikTok economy is the difference between going viral and actually making money.
High view counts and follower numbers look impressive, but do they convert to real business?
An Ethiopian phone shop owner who promotes products on social media shared a telling experience.
One flashy TikTok video of his — full of trendy edits and music —racked up over 300,000 views in a couple of days.
By all appearances, it was a hit. Yet, not a single person who watched that video ended up calling or visiting his store. — stockmarket.etBC
