Business Insider Africa has recently garnered an honorable mention in the prestigious “Best Use of Social Media” (National Brands) category. This recognition places them firmly among the global leaders in platform-native journalism, illuminating their innovative approach to engaging audiences.
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A crucial part of this success has been the award-winning initiative that transformed the way Business Insider Africa disseminates business news. By embracing TikTok, they’ve connected with a fresh, vibrant generation of African audiences. Can you recall a time when a platform changed the way you consume news? It’s fascinating how our preferences shape our understanding of the world.
Through a clever blend of compelling storytelling and captivating visuals, Business Insider Africa has managed to simplify complex topics. They have made them not just understandable but also engaging for a younger, mobile-first demographic. This remarkable strategy has not only increased their reach but also enhanced engagement on the platform significantly.
In 2024 alone, the impact of this campaign was staggering:
- 85.5 million video views, a remarkable leap from just 6 million in 2023
- A 999% surge in TikTok reach, blossoming from 4.3 million to 73 million
- A 62% growth in followers, expanding from 180,000 to 291,000
As Victor Oluwole, the Head and Editor at Business Insider Africa, thoughtfully stated, “When we started out, our goal was to make high-quality business journalism resonate on the world’s fastest-moving video platform: TikTok.” This vision has undoubtedly paid off and speaks volumes about the team’s commitment to innovation.
Reflecting on their achievements, Oluwole remarked, “This award is a testament to the team’s creativity, innovation, and commitment to telling African business stories in formats that meet audiences where they are. We’re proud to be leading the evolution of business journalism for Africa’s next generation of readers.” Such words resonate deeply, highlighting a core commitment to evolving with their audience.
The INMA Global Media Awards celebrate excellence in innovation across news brands worldwide. This commitment to innovation was evident in the 2025 edition, which saw an impressive 839 entries from 286 organizations spanning 49 countries. It’s a remarkable showcase of creativity and an opportunity for brands to learn from each other.
About Business Insider Africa
Business Insider Africa stands out as a premier pan-African business news provider, aiming at aspiring business leaders. They keep their audience in the know with the latest innovations, technology, and business news across the continent. The platform harmonizes global Business Insider content with localized interviews, rich data, and much more.
Launched anew in August 2020 in partnership with Pulse, Africa’s leading innovative media company, Business Insider Africa made its strides as a dynamic business news provider. This strategic alignment with Pulse reflects a shared vision of engaging discerning audiences throughout Africa.
Since its full-fledged kickoff, Business Insider Africa has carved out a niche, resonating across the continent with insightful and timely business coverage. Their focus extends beyond business news; they delve into interviews, listicles, and a diverse range of topics, including entertainment and lifestyle, creating a rich tapestry of content for their audience.
About Pulse
Pulse is well-recognized as Africa’s leading innovative media company. Its mission is to inform and engage the continent’s youthful populace across countries like Nigeria, Ghana, Kenya, Uganda, Senegal, and Côte d’Ivoire. Operating various news platforms and social channels, Pulse caters to both Anglophone and Francophone markets with finesse.
Each month, Pulse reaches over 60 million people through its media offerings, including Pulse Media, Pulse Sports, and Pulse Marketing, as well as Business Insider Africa. Notably, Pulse Marketing extends its services to more than 100 clients across the continent, delivering strategic digital marketing solutions that yield tangible results.
Community engagement is another cornerstone of Pulse’s mission. Through flagship initiatives like the Pulse Influencer Awards and Pulse Fiesta, they celebrate creativity, culture, and community—the lifeblood of their audience.
To stay connected and informed, follow Business Insider Africa’s social channels. In our fast-paced world, where a scroll can lead to knowledge, that engagement can be your gateway to staying ahead.
In conclusion, the synergy between innovative journalism and social media is awakening something profound in the sphere of business news. Who knows what the future will bring?
Edited By Ali Musa
Axadle Times International–Monitoring.
