Business Insider Africa also received an honourable mention in the “Best Use of Social Media” (National Brands) category, placing it among the world’s leading innovators in platform-native journalism.
The award-winning initiative transformed how Business Insider Africa shares business news, using TikTok to connect with a new generation of African audiences.
By combining strong storytelling with engaging visuals, the brand made complex topics easier to understand and more appealing to younger, mobile-first viewers—dramatically increasing reach and deepening engagement across the platform.
In 2024, the campaign delivered:
- 85.5 million video views, up from 6 million in 2023
- A 999% increase in TikTok reach, from 4.3 million to 73 million
- A 62% growth in followers, from 180,000 to 291,000
“When we started out, our goal was to make high-quality business journalism resonate on the world’s fastest-moving video platform: TikTok,” said Victor Oluwole, Head and Editor at Business Insider Africa.
“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.”
The INMA Global Media Awards celebrate excellence in innovation across news brands worldwide.
The 2025 edition received 839 entries from 286 organizations across 49 countries.
About Business Insider Africa
Business Insider Africa is the leading pan-African innovative business news provider targeting aspirational business leaders and featuring the latest innovation, technology and business news from Africa. It runs all the global Business Insider content alongside Africa-focused interviews, data and more.
Business Insider Africa re-launched as a pan-African innovative business news provider in August 2020, in partnership with Pulse, Africa’s leading innovative media company.
Since its full launch, Business Insider Africa has attained relevance across the continent through insightful and timely business coverage in the continent’s major markets, with a specific focus on interviews, listicles, entrepreneurship, and a range of general interest topics including entertainment and lifestyle.
About Pulse
Pulse is Africa’s leading innovative media company, informing and engaging the continent’s young audience across Nigeria, Ghana, Kenya, Uganda, Senegal, and Côte d’Ivoire. Pulse operates news platforms, social channels, and production units across both Anglophone and Francophone markets.
Pulse reaches over 60 million people monthly through Pulse Media, Pulse Sports, Pulse Marketing, and Business Insider Africa. Pulse Marketing serves more than 100 clients across the continent and beyond with creative, strategy-driven digital marketing solutions that deliver measurable results. The company is also the licensed publisher of Business Insider Africa, a premier destination for business and economic insights tailored to Africa’s digital audience.
The company has built a vibrant ecosystem through flagship initiatives like the Pulse Influencer Awards and Pulse Fiesta, celebrating creativity, culture, and community.
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