Social Media in Kano: A Multi-Million Naira Industry Without Regulation 

The rise of social media has transformed content creation in Nigeria, with young digital creators in Kano building a thriving entertainment industry, Daily Trust reports.

A community of TikTok influencers is now driving a multimillion-naira sector, drawing comparisons to the early days of Kannywood.

Much like the pioneers of the film industry, these creators—mostly in their 20s and 30s—have turned locations around Zoo Road, Ado Bayero Mall, and Al-Hamsad Towers into production hubs.

Every evening, groups of influencers gather to film comedy sketches, fashion content, and other material for their growing online audiences.

TikTok has emerged as a dominant platform, offering young talents not just visibility but also a source of income. For many, content creation has become a full-time profession, providing financial stability and national recognition.

Among these influencers is Ali Nuruddeen, known as ‘Badoo,’ a 32-year-old comedian and fashion content creator with 7.6 million TikTok followers.

“On average, I receive at least 30,000 likes and over 300,000 views per post. Through TikTok, I earn around $1,200 weekly, totaling an average of $5,000 per month from ad placements, ambassadorship deals, and my fashion business,” he said.

Similarly, Ibrahim Abdullahi, a 23-year-old influencer known as ‘Ngulde,’ has one million TikTok followers.

“Depending on what I post, I receive a minimum of 50,000 likes per video. TikTok has become a reliable source of income for me. I earn at least N200,000 monthly, excluding advertisements,” he disclosed.

For Mubarak Muhammad, also known as ‘Mubarak Uniquepikin,’ social media has provided new opportunities. With 1.3 million followers on TikTok, 400,000 on Facebook, and 100,000 on Instagram, he uses his platforms for comedy and motivational content.

“We are in an era where media is life. Content creation has positively impacted me, and I know creators who make up to N10 million per month. In January 2025, someone I know earned around N13 million in just one month,” he said.

Despite the industry’s growth, content creation in Kano remains largely unstructured, lacking the framework of Nollywood or Kannywood.

At the 50 Million Plus Followers Connect seminar in Kano, the Social Media Awareness and Promotion Development Association (SMAPDA) raised concerns about the absence of industry regulation.

SMAPDA convener, Sharfaddeen Bature, noted that over 300 influencers from Northern Nigeria operate without proper structure or institutional backing.

“Digital influencers play a crucial role in shaping public opinion and brand promotion, yet many work in isolation. We aim to professionalize content creation, attract corporate investments, and unlock its full economic potential,” he said.

Bature also suggested that government institutions and security agencies collaborate with influencers for effective communication.

“The police, military, and other agencies can leverage this network to reach the public efficiently,” he added.

Nastura Ashir Shariff, Chairman of the Board of Trustees for the Coalition of Northern Groups (CNG), highlighted TikTok’s influence in governance and public engagement.

“Social media is a powerful tool for mobilization. If properly utilized, it can guide governance, reshape narratives, and amplify voices,” he said, noting that Northern TikTok influencers collectively command over 50 million followers—a figure surpassing the number of votes received by Nigeria’s president in the last election.

Shariff urged the government to engage influencers in promoting social awareness and combating misinformation.

“Structurally, the film industry is ahead, but TikTokers hold greater influence due to their direct audience engagement,” he said.

Amid the industry’s rise, Islamic scholar Sheikh Ibrahim Khalil advised TikTok creators to use their platforms responsibly.

“You are handling a powerful tool for mass communication. It is your duty to lead your audience in the right direction,” he said.

Khalil encouraged influencers to promote meaningful content instead of narratives that contribute to societal decay.

“TikTok is often associated with reckless behavior, but you have the power to change this perception through meaningful content,” he added.

Former DSS Director, Ibrahim Katsina, also spoke on the need for ethical social media use, particularly in light of emerging artificial intelligence technologies.

“Social media influences the mind. We must use it judiciously to promote peace, unity, and positive change,” he said.

He urged influencers to use their platforms to shape public perception and national discourse.

“With such a vast following, you have the capacity to reshape public perception and influence national discourse,” he added.

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