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TikTok is where communities and brands meet to have conversations and co-create, to start trends, not just follow them. It's Africa's fastest-growing social platform, filled with passionate individuals sharing what they love. This makes TikTok the perfect community to introduce South African Culture to potential visitors.

South Africa has a rich and diverse cultural landscape, making it the perfect destination for cultural tourism. Culture is deeply ingrained in who we are through language, food, dance and music. South African Tourism launched a TikTok page to showcase this rich culture and connect with potential African tourists.

It is no secret that Africans have a common language centred around song, dance and spirituality - we leveraged this insight to connect with our desired audience.

To make this connection as authentic as possible, we partnered with South Africa’s very own Sho Madjozi as our celebrity influencer. Sho has incredible reach throughout Africa, specifically Southern and East Africa. She is known for embracing her culture on a global scale and has inspired many others to follow suit while taking an interest in the XiTsonga culture, more so the Xibelani – a dance in cultural attire.

The partnership with Sho Madjozi brought to life the #XibelaniMoves Challenge: a TikTok dance competition that saw her encouraging our desired audience to get involved with their own take on the Xibelani dance. The challenge included Sho Madjozi’s new single Kazette, and participants could stand a chance to win a trip to South Africa while also featuring in the music video for the song.

To spread the word to our target markets, we partnered with local micro-influencers to inspire their followers to join the challenge. This helped us reach niche audiences only micro-influencers could offer. ​

The Xibeleni Moves campaign was seen by 84 million users on TikTok, which was 55% higher than the TikTok benchmark. It saw 6 million Engagements throughout the campaign, 65 000 competition entries and 6000 new TikTok followers in 10 days – far exceeding our KPIs.