TikTokMeet James Ndege, transforming sports fandom into a vibrant celebration of African stories and culture, one TikTok at a time.
What inspired you to begin posting on TikTok and how has the journey been so far?
Our love for sports is immense! Sports is widely loved and passionately followed across Africa, where fans are both knowledgeable and enthusiastic. Today, fans not only watch games but also express their passion on digital platforms, connecting with friends and fellow enthusiasts.
Our goal was to unite these fans on a single platform and build a community where they feel a sense of belonging and can instantly connect with others. TikTok presented the perfect opportunity for this. The beauty of TikTok lies in its ability to showcase our authenticity and originality by consistently creating content that reflects our passion for sports. This approach allows BoxtoBox to grow organically, and that means the world to us! Resonating with viewers through our genuine and original content is what truly matters.
Paris was a big moment. How do you feel being part of the creators documenting these events? What was your most memorable moment and behind-the-scenes experience you could share?
The Olympics is a unique occasion that unites sports fans from diverse backgrounds. During this period, we discovered that football fans enjoy volleyball, rugby fans appreciate basketball, and athletics enthusiasts are interested in weightlifting, and so on!
We found ourselves in a position where fans came together to explore and enjoy sports they might not have previously known about or watched. Our TikTok live sessions facilitated connections between fans who met and became friends during the Olympics. This sense of community and the desire to share sports with friends enabled us to introduce audiences to new sports like weightlifting and rugby.
One of our favorite moments was the 100m final, where the entire field was separated by just hundredths of a second. We’ve never seen such a close final in Olympic history, and sharing that experience with fellow Africans on TikTok Live was truly special!
What role do you think TikTok plays in how fans experience major sporting events?
TikTok is uniquely positioned to unite sports fans from across the continent. For example, when Letsile Tebogo from Botswana won the gold in the 200m at the Olympics, not only did fans from Botswana tune in live, but the entire continent came together to celebrate the young athlete from Kanye, Botswana, as he achieved Africa’s first-ever gold in the 200m.
At that moment, TikTok Live played a crucial role in bringing Africans together on our page. We’ve also received invaluable support from TikTok (shoutout to Kiki, Janine, and Kylie), which has been instrumental in our progress. Knowing that there are people who believe in you as much as you believe in yourself is priceless. TikTok’s dedication to helping creators reach the next level by offering amazing interactive features and providing education on best practices is unmatched and greatly appreciated.
Can you share any best practices for engaging your audience with interactive or live content during major events?
Being honest with your audience is the most important trait that any creator can have. It is through this honesty that you build trust and build a community that will support you through days you don’t even feel like creating content, because those days will come.
Second, staying authentic is key! Being true to who you are will keep viewers coming back. As they become your fans, you'll naturally build a community. As mentioned before, we’ve built a strong community that genuinely enjoys watching sports with us by remaining true to ourselves.
How do you handle any pressure to stay on top of trends and be innovative with your content during such a high-profile event?
As sports creators, we have the advantage of planning. With event schedules released months in advance, aligning with these schedules and maintaining a content calendar is crucial. In terms of innovation, we receive valuable feedback from our community through posts and TikTok Lives, which helps us understand what they enjoy.
We make sure to focus on what works while also experimenting with new ideas. Additionally, staying on top of trends involves observing what other TikTokers are doing. TikTok can be a highly inspiring platform, showcasing the creativity of its users and sparking new ideas.
What advice would you give to other creators who want to grow and be part of big events or sporting moments on their platforms?
There’s never too much content on a particular topic, and not everyone is like you. Your personality is unique to you. Sometimes, you might create content similar to someone else’s, but people will prefer yours because you speak more slowly for better understanding or smile more, making them feel more welcomed. Your personality is your superpower—USE IT! It will keep followers and fans coming back because you’re authentic to who you are.
