From creative awards to courtrooms: TikTok under scrutiny in Ethiopia

Ever since the COVID-19 lockdown in 2020, TikTok has become a popular social media platform worldwide and Ethiopia is no exception. As of early 2025, Ethiopia’s digital landscape has seen a significant surge, with over 29 million internet users and approximately 9.8 million active social media users. The platform, initially used for dancing and funny videos, eventually gave rise to more serious content, including politics, religion, and social issues.

The youth, in particular, embraced the platform – unsurprising given that 70% of Ethiopia’s population is under the age of 30. This demographic created vast amounts of content, and some even rose to fame. Over time, the TikTok Creative Awards emerged to celebrate those who gained popularity among the public. However, during the last edition of the awards, an unprecedented incident occurred, quickly becoming a major talking point in Ethiopia’s social media circles.

Following the ceremony, several TikTokers were arrested – some for their clothing and others for content deemed against social norms. This shocked many, not only in Ethiopia but around the world. Among those accused of wearing "indecent attire" were Wongelawit Gebre Endrias (aka Evan) and Yohannes Mekonnen (known as Jahnny). Evan wore a blazer without a bra, while Jahnny carried a man-bag. Another arrested TikToker was Adonay Berhane, who boasts over 4.1 million followers, making him one of the most influential digital figures in the country.

Many critics argue that Ethiopian TikTokers gained fame and money by defying traditional values. With young, impressionable followers – TikTok's largest user base in the region is aged 18 to 24 – their content could have negative societal effects, according to detractors.

Workineh D. Gutama, who is a freelance journalist and lecturer, advocates for “responsible social media use” emphasizing media literacy, ethical content creation, and clear legal frameworks, particularly as Ethiopia’s online population continues to grow.

Through his One-Tokko newsletter, Workineh highlights issues such as bullying and harmful content on platforms like TikTok, calling for clear and enforceable social media policies.

As TikTokers monetize their content, societal pushback has grown. Traditional professions like doctors and lawyers no longer command the same respect. Many on Facebook and LinkedIn have criticized these trends, questioning their long-term impact on the next generation. On the other hand, there are those who believe that the TikTokers have been unfairly portrayed by the majority of social media users.

"The public reaction is alarming," said Hannah Lemma, a feminist researcher and founder of Addis Powerhouse, a feminist media outlet. "In feminist and human rights spaces, we’ve noticed a shift toward conservatism – both cultural and religious. There’s increasing pressure, especially on TikTok, to conform."

"Some opinions are framed as nationalistic or patriotic, emphasizing cultural preservation," she added. She explains that those who portray these messages want people to do things like them. She also explains the unfortunate incidents that have occurred to those that did not agree. "But there are consequences. Some creators have left the country due to harassment, and false accusations often go unpunished," she told Geeska.

Regarding the arrest of the TikTokers, she labeled the news as shocking. “Some concerns may be valid, but the response appears disproportionate,” she said. It looks as though there is a big disagreement between those that support the TikTokers and their freedom to express themselves and those that think the cultural norm should be respected.

A popular Ethiopian proverb goes “Keep joking, and life will pass you.” In recent times, however, TikTokers appear to have overturned this belief.

The Ethiopian society is in general a conservative one. A staggering 98% of Ethiopians say that religion is "very important" in their lives, one of the highest percentages in the world. Because of this, what the TikTokers are doing usually doesn’t go down well with many people.

This society has long believed success is earned through hard work, discipline, and education. A popular Ethiopian proverb captures this worldview: “Keep joking, and life will pass you.” In recent times, however, TikTokers appear to have overturned this belief.

Through short videos, games, and humor, they are reshaping perceptions of work and success, suggesting that visibility, creativity, and entertainment can translate into opportunity. For many, they have demonstrated that fame and financial gain can come quickly, and that years of formal training are no longer the only path to “making it.”

This shift has unsettled and shocked many people. Adonay’s well-known motto of doing whatever it takes to become famous has particularly stirred debate. His approach challenges the traditional idea that seriousness and struggle must precede success. Instead, he embodies a new logic in which play, provocation, and constant online presence are treated as labor in themselves.

Unsurprisingly, this has not sat well with many, and he has become a focal point in discussions about TikTok culture, with professionals and religious leaders cautioning young people against following the same path.

Supporters of Adonay argue that young people like him are redefining work and writing their own history.

One commentator on Facebook, paraphrasing, noted that Ethiopia’s Gen Z is no longer anchoring its identity in ethnic politics that have dominated public discourse for decades. Rather, he argued, this generation is “finding its own story and its own way of shaping the future,” one rooted in digital visibility and cultural expression rather than inherited narratives.

Following the arrest of these TikTokers, other creators were invited to a meeting with the Addis Ababa City Administration, reportedly to discuss how the platform could be kept peaceful and positive. For many creators, the meeting also underscored a growing tension between state regulation and a digital culture that thrives on spontaneity and humor.

TikTok and its content have now captured the attention of nearly everyone with an internet connection in the country. These recent developments may signal where the national conversation is heading. It appears that ordinary citizens are not the only ones paying close attention to how success, labor, and influence are being redefined online; the government is watching as well.