Viral by Chance, Famous by Choice: The Rise of Ethiopia’s Unintentional TikTok Superstars
Why focus only on the negatives of social media when it has the power to rewrite lives in the most unexpected ways? Currently, people who have never owned a smartphone or heard of hashtags are becoming unlikely stars after their unplanned moments make it online. Their newfound fame is unlocking doors they never dreamed of, from partnerships with local businesses to financial opportunities that are reshaping their lives.
What’s even more inspiring is how they weave their unique identities into advertisements, seamlessly incorporating products into their storytelling. By creating content that feels personal and entertaining, they keep audiences engaged, ensuring viewers not only enjoy the experience but also remember the brand behind it.
“In marketing, the focus is always on the audience, and today, most audiences spend their time scrolling through social media platforms. TikTok, in particular, has revolutionized business promotion by making it accessible to anyone passionate about their business or content creation. In the past, businesses relied heavily on agencies for promotion, but that’s no longer necessary. Even large corporations are leveraging social media to craft more relatable marketing strategies and effectively reach their target audiences,” said Yordianos Seifu, a Marketing and Sales Expert.
Elbetel Gebreab, a marketing strategist, found that social media not only fosters organic interactions but also provides valuable data to evaluate what’s working. “Unlike traditional media, where measuring reach or understanding audience sentiment can be challenging, social media makes it easy to track results and adjust strategies for better engagement,” she told Addis Insight.
When it comes to TikTok stars, Yordianos explained that they bring a fresh perspective to brand representation by promoting products authentically while staying true to their unique style. Unlike traditional models, whose collaborations with brands can feel forced or overly polished, TikTok influencers maintain a natural connection with their audiences. This authenticity makes their content appear more like entertaining videos than ads, allowing them to keep viewers engaged. She added that research shows people are more likely to avoid scripted ads.
One of the most iconic and pioneering stars of this phenomenon is Bayis (ባኢስ). His rise to fame began with an unplanned, now-viral video that captured his spirited and hilariously unpredictable reactions to the people around him. The video, raw and unscripted, showed him expressing himself with a lively aggression, sometimes even while his mouth was comically stuffed with food. It was this unfiltered authenticity, combined with his larger-than-life personality, that instantly resonated with audiences, turning Bayis into a symbol of how everyday moments can spark extraordinary journeys.
As his videos repeatedly went viral, Bayis not only won the hearts of Ethiopians but became the reason behind countless smiles. His authentic charm and unpredictable humor made him the perfect candidate for brands looking to connect with audiences in a more relatable way. Today, his popularity has opened the door for businesses across Addis Ababa to use his viral appeal to enhance their brand messaging, turning Bayis into a sought-after icon in the advertising world. His account now has 236.8k followers, 4 million likes, and his most popular video has reached a staggering 2.2 million views.
Elbetel said that when influencers like Bayis and Konta promote products, their audiences engage in a more natural way, unlike the often commercialized feel of traditional promotions. However, she noted that too many ads can risk alienating viewers, so being strategic and selective is key to maintaining authenticity.
She also highlighted that unintentional influencers can make videos go viral just with their personalities, even if the content is scripted. Their charm lies in the “so bad it’s good” nature of their ads, adding humor and curiosity, especially when placed in unexpected contexts. While they can boost brand awareness through relatable content, Elbetel emphasized that their audience must align with the target market to drive tangible results.
Gobena Gossaye, better known as Konta, became an unexpected TikTok sensation after a simple act of helping tourists by giving them directions went viral. The video quickly gained traction, with content creators and influencers using it to draw comparisons between good and bad situations. This surge in attention eventually led Konta to leave his hometown and move to Addis Ababa, where he embraced his newfound fame. Today, businesses are eager to collaborate with him, attracted by his authentic and relatable approach to advertising. His TikTok account now boasts 1.6 million likes and 153.1k followers.
Additionally, there are several TikTok stars emerging from the rural parts of the country, who are now making waves in marketing and entertainment. Stars like Shakur and Betty Bimbo have captured the attention of audiences with their unique content and authentic charm, becoming popular figures in the digital world.
“The bottom line is that authenticity always sells. These influencers gained massive popularity because they were caught in their most genuine and unpolished moments, allowing audiences to connect with them on a deeper level. Their content feels raw and unscripted, which resonates with viewers and makes them more relatable and memorable,” said Elbetel.
As businesses increasingly turn to these rising stars for marketing, the question arises: Are they a risk to traditional marketing methods, advertising agencies, and models? This growing shift challenges the conventional marketing landscape, leaving industry professionals wondering about its long-term impact. The rise of these authentic influencers creates uncertainty about the role of traditional models and agencies.
“Advertising agencies are now establishing influencer marketing teams. While the audience reach might be similar, the cost per reach on social media is minimal compared to traditional TV marketing. Additionally, with fewer rules and regulations, businesses have more freedom to promote their products as they wish. Because of these advantages, many businesses are turning to social media. However, there are still regions without access to smartphones, where traditional TV advertisements remain effective. In this case, we can say both will coexist.
They can complement each other, depending on the product and timing,” said Yordianos.
According to Elbetel, the relationship between traditional advertising and TikTok influencers in Ethiopia presents both challenges and opportunities. While traditional ads remain effective for large-scale campaigns that require controlled messaging and high production value, TikTok influencers provide relatability and authenticity, particularly with younger digital audiences. This shift allows advertising agencies to merge polished production with engaging, organic content.
She noticed that companies like Beu Delivery and brands such as Safaricom are already incorporating influencers into their campaigns. Influencers often deliver better engagement at a lower cost, with audiences increasingly gravitating toward raw, unscripted content.
To stay relevant, experts advise that agencies create hybrid campaigns that combine influencer-driven content with traditional media, enhancing online campaign reach. This approach offers a unique opportunity for innovation in Ethiopia’s evolving advertising landscape.
