Layne Lemma, a 31-year-old woodworker, initially crafted the Kirar, the traditional string instrument, for a private company. His career took an unexpected turn when he discovered TikTok two years ago, a platform where he could showcase his creative wood art to a global audience with a single click. Despite facing initial obstacles and backlash for posting videos that were not the typical memes that users were used to seeing, Layne persisted. He recalls receiving hate speech.

"People have not been very welcoming," he said.

Starting with a modest following of 1,000, Layne gradually gained attention and viewership. Eventually, he began receiving orders for his unique products.

Having inherited woodworking talent from his father, Layne now supports his wife and daughter. His TikTok account now has over 302,000 followers, and he fulfils more than 300 orders annually. Layne’s creations include various home appliances, such as wood-made plates, musical instruments, cultural coffee ceremony tables, and other sculpted wood pieces. He receives orders from hotels and individual customers.

"Business has been booming," he said. His prices range from 500 Br for small plates to 10,000 Br for coffee tables, often used in hotels.

TikTok, originally launched in China in 2016 under the name Douyin by ByteDance, gained immense popularity after entering the US market the following year. The app's success is largely attributed to its short-form vertical video format, typically under a minute, coupled with simple editing tools that allow users to create quick, attention-grabbing videos. While initially known for lip-syncing and dance videos, TikTok has since evolved to include diverse content.

According to data from the Ethiopian Media Authority (EMA), there were 24.83 million internet users at the beginning of 2024, equating to an internet penetration rate of 19.04pc. The country has 7.05 million social media users, a surge of six million users in 10 years, with three million TikTok users.

An estimated seven million people in Ethiopia use at least one social media platform.

TikTok’s algorithm focuses more on user frequency and consistency rather than location, making it easier to reach targeted clients even when using a virtual private network (VPN).

Globally, TikTok has been downloaded over three billion times and has 1.5 billion monthly users. Over a third of its users are between the ages of 20 and 29, and a little less than a fifth are over 40. In 2023, the platform generated 16.1 billion dollars in revenue, a 67pc increase year-on-year.

The viral popularity of TikTok also offers a lucrative business opportunity. Its extensive user base makes it an almost unparalleled marketing tool, with many using it to promote their products and earn a living. Brands frequently collaborate with popular TikTokers with large followings, paying them to include products in their videos.

Yeshiwas Eyasu, a lawyer, is another TikToker who has been using the platform for three years to promote his law business. Before using TikTok, he had to spread his business card in offices to gain attention. He provides legal advice in his videos, greatly increasing his customer base.

"I have a lot of people calling me now; it’s my source of livelihood," he said. His business as a legal director has boomed with social media use. With a following of 14,700, Yeshiwas has also developed a digital library and a case management system for lawyers and judges, which he introduces on TikTok.

While TikTok provides opportunities for businesses and creativity, safety is a growing concern. Despite Ethiopia having enacted three proclamations concerning the digital space, a dedicated bill specifically addressing social media regulation has yet to be introduced.

Officials admit that the country has yet to effectively regulate the social media platform, which is becoming increasingly difficult to control. According to Yonathan Tesfaye, deputy director of the EMA, social media remains heavily unregulated in Ethiopia. He says that there is no robust and comprehensive legal framework to ensure effective regulation.

The Authority has observed a rise in safety breaches. He stated that enforcing safety measures would depend on the country's economic status to negotiate safety measures, and even ban the platform.

"It is growing to be out of control," he said.

While some countries have banned TikTok, placing attention on the negative side of social media, especially on young users, Yonathan stressed the need for cooperation to enforce safety measures on the platform, reduce violent content, and launch community guidelines on the African continent.