TikTok’s Content Moderation Faces Cultural Challenges in Africa Amid Rising Video Takedowns In Kenya

In the first quarter of 2024, TikTok removed approximately 166.99 million videos globally, representing a 5% decrease from the previous quarter. Among these, over 360,000 videos came from Kenya alone due to violations of the platform’s guidelines, showing a growing pattern of challenges with content moderation across the African continent.

In Kenya, TikTok’s popularity has surged, leading to increased scrutiny over content. To tackle these issues, TikTok is strengthening its moderation approach by scaling up local staffing and engaging more closely with regional authorities. This effort was reinforced in August 2023 when TikTok CEO Shou Zi Chew met with Kenyan President William Ruto where he committed to establishing a regional office in Nairobi and recruiting more local moderators to improve oversight and align with Kenya’s regulations on digital content.

Yet, the scale of the moderation required is proving to be daunting. As the volume of user-generated content grows, TikTok must rely on a mix of automated detection systems and human oversight. Globally, 80% of video violations are flagged through automated tools, and proactive detection rates reach 98.2%. However, Africa’s diversity poses added hurdles, with challenges like varied languages, cultural sensitivities, and differences in digital literacy among users, which needs TikTok to adapt its moderation techniques for each region.

In September 2024, President Ruto spotlighted the need for regulatory measures to curb the spread of AI-driven disinformation, stressing the need for responsible technology use to preserve democratic integrity. Other African countries, including Egypt, Nigeria, and South Africa, also saw significant video removals, with a combined 11.88 million videos taken down.

Notably, Egypt and Nigeria led the numbers in removals, as TikTok collaborated with regional councils to create more region-specific oversight policies. In comparison, the United States saw roughly 35.15 million videos removed in Q1 2024, showing just how much Kenya’s numbers are proportional to its user base.

Nonetheless, the extent of these challenges in Africa point to a need for continued engagement between social media platforms and governments, who play a key role in ensuring a safe and secure digital environment for all.