In addition to giving established celebrities a platform to reach an even wider audience, the app continues to create overnight sensations, turning simple acts into captivating performances that showcase talent and charisma.
From famous Senegalese-Italian influencer Khaby Lame to Uganda's rising star Rango Tenge Tenge, Turkish chef Salt Bae, Kenya's beauty Azziad Nasenya, and Rwanda's content creator Judy, TikTok's influence is truly astonishing.
In recent weeks, Rwanda's taxi moto rider Sadi Bizumuremyi has emerged as a rising star on TikTok. The 26-year-old has leveraged the short video platform to promote his business while captivating his growing audience with engaging content that entertains and highlights life in Rwanda.
In an exclusive interview with IGIHE, Sadi shared that he has been in the taxi moto business for about six months after quitting his job as an Arabic course tutor at Ashakirina Academy in Nyanza to start his own enterprise. He secured his previous position after completing online courses offered by an institution based in Saudi Arabia.
According to Sadi, the decision to quit his teaching job was influenced by his strong desire for self-employment and financial freedom.
'If you are teaching, you don't have to be poor. If you go to work and don't receive your salary, it can be frustrating, and you might not teach effectively. I realized that I needed to have financial stability before pursuing anything else. Even if I decide to return to teaching, I must first secure my finances, as it will allow me to perform my job much better,' Sadi remarked.
However, like many people keen to venture into self-employment, his main obstacle was capital, as he did not have enough money to start his long-harboured dream of a motor vehicle taxi business.
After some soul-searching, he borrowed money from a friend and added it to his savings to purchase a motorcycle and kickstart his business.
Initially, as a newcomer in the taxi moto sector, Sadi found it challenging to attract customers. However, necessity is the mother of invention, and that's when he turned to social media, primarily WhatsApp, to connect with potential clients.
'It was really hard to get customers despite having over 600 friends on WhatsApp who could see my status. I realized many people in my country prefer motorcycles because they're cheap and fast, yet they didn't know I was in this business. So, I started posting on my WhatsApp status to let them know: 'I'm riding motorcycles nowâ€"please give me some work!'' Sadi explained.
"That's how I began posting every day before heading to work. I would stand in front of my door, wearing my jacket and helmet, and shoot a short video saying, 'I'm ready for workâ€"please give me some jobs!'"
Soon after, he started receiving requests from friends for rides or deliveries around Kigali. In the process, he also met two sisters from Nigeria who were running a startup in the city. They advised him to elevate his business by opening a TikTok account in early October.
"The Nigerian sisters gave me a job and encouraged me, saying, 'You're doing well! Why not share what you do on TikTok and other social media platforms? Show others your work and become a professional.' I thought that sounded great!" he added.
Most of his TikTok videos have gone viral, with his growing community of followers praising him for his professionalism, business acumen, and humorous character.
'Since then, they text me, 'Hi Motari, can you pick me up?' I've gained so many customers that I can't even keep track. For example, today, people are already reaching out for tomorrow. I plan my day based on these requests, knowing exactly who I'll pick up until my day ends."
Sadi is also fluent in English, and his mastery of the Queen's language has set him apart from his colleagues in the moto taxi sector, who mainly converse in Kinyarwanda. This has made him a favourite among foreigners, who are increasingly sharing his videos and giving him errands around the city.
Rwanda is among the few countries that have successfully regulated the taxi moto business, attracting admiration from neighbouring countries and beyond. Sadi believes that the measures put in place by the government have helped instil discipline and order in the taxi moto sector, significantly reducing road carnage.
"It's all about our safety. For example, when they tell you to wear your helmet, it's for your protection. Similarly, the rule about not carrying more than one passenger on your motorcycle is also for your safety,' Sadi advises.
The rider hopes that his newfound fame will propel him to even greater heights of financial freedom, enabling him to start a taxi business or driving school.
"If I earn more money, I plan to start a driving school or a taxi business with multiple cars, helping people get to their destinations."
He encourages young people to dream big and embrace any opportunities that come their way with open arms.
'You can start small and grow bigger because you know where you want to be,' he concludes.
Wycliffe Nyamasege
