Gen Z Influencers: TikTok’s Black Creators Who Are Slaying It

 

(FYI - at the time we run this analysis and sent out this report, it was Black History Month)

 

It’s Black History Month.

So, we are going to do things differently with the influencer this time.

Why? Because after calling out the bullshit on Gen Z diversity and TikTok (you can read all about it below in the BS chapter), we thought to answer our own provocation and do something about it.

We are going to expand this spot and list some of the most promising talents in TikTok black culture… In case your algorithm doesn’t show them to you ;)

Before we start, if you haven’t watched them, go and check out the incredible performances of

Stormzy feat. Burna Boy and Dave at The Brits.

Dave’s appearance was so powerful I cried, no kidding. And I wasn’t the only one. 

You can read the full lyrics — proper poetry here — and some reactions to the song in The Tab’s article. This is the original video of the song, which should be inspiring for video professionals who want to decode a Black British visual narrative for their audiences.

 

On with the TikTokers, now.

Drea Knowsbest @dreaknowsbest

“Why fit in? You were born to stand out”. That’s Drea Knowsbest’s motto, and that’s exactly the vibe she brings to TikTok. This Nigerian American graduate in Engineering started off on Vine with videos that mocked her African mother, and then she spread her hilarious, often self-deprecating comedy all over the internet. Proud of her Nigerian heritage, she knows when to make fun of her culture, and when to draw the line between acceptable and unacceptable behaviours towards black people.

With her numerous TikTok click (including @devin.known, @lucki_starr, @jameshenry, @wot.dennis, @tyshonlawrence, @kidrl, to name a few), she was one of the main faces behind the #MakeBlackHistory movement on TikTok, a wave of videos made by creators of colour to generate awareness on black culture. With sketches, gags and choreographies in pure TikTok style, of course.

James Henry @jameshenry

Humorist, slapstick comedian, enthusiast improvised dancer: James Henry had short hilarious videos in his DNA since the Vine era. Now, he mixes tragicomic tips on love and dating with sponsored ads that seamlessly integrate in his gags products that are uberly famous among Gen Z (such as Doritos chips and the Raid: Shadow Legends RPG game).

For Black History Month, he teamed up with other creators (including Drea Knowsbest, a recurring presence on his channel) to joke about the in-group/out-group effect that leads non-black people to think that all black people should be friends/lovers, and to start a dance-off with other creators.

Kelz Washington @kelz

A comedian with a penchant for humour and jokes about not-so-smooth parent-child relationships. Yet, what Kelz does best are imitations of ghetto girls: overly dramatic, with their very own take on the English language, and with signature lingo + hand gestures that can’t be mocked if you aren’t from the ghetto yourself.

Taylor Cassidyj @taylorcassidyj

From her bio to her videos, everything about Taylor’s TikTok says “healthy empowerment, y’all”. She constantly produces funny and heart-warming content to remind users they’re “precious, valuable and beautiful”, never losing her goofy yet powerfully encouraging style. Taylor was also one of the most active creators to support the #MakeBlackHistory movement. Her series Fast Black History is an entertaining and information-packed compilation of prominent figures in Black History, covering names such as W.E.B Du Bois, Oscar Micheaux, Bessie Coleman.
 

𝐻𝒶𝓃𝓃𝒶𝒽 ˢʰᵉʳˡⁱᵉ @hannah.sherlie

Between sweet breakdance moves and videos about thick necks, this Haitian-Canadian states it very clearly: the #NWordPass is NOT for people who aren’t black, even if they’re your white siblings. And if someone Caucasian says you’re racist because you called them out for that, well, that’s laughable to say the least.

Kevonté Hines @vonte.nation

What you mean, you can’t dance like a goddess in your own kitchen? Kevonté dances like everyone is watching, and he doesn’t hold back his sick moves even when he’s not at the dance studio. He even involves his co-workers in his choreographies, and while he’s not afraid of joking about his homosexuality, he reminds us that even people who dance, smile and act fabulous, may feel depressed.

 — -

So these are the promising Gen Zers inspiring us and proving in their fresh and fun storytelling that Black History is your history.

But if you are actually brave and curious enough, you can go and watch something that is going to change your life and perception of history forever: Akala’s speech at Oxford Union.

 

This is part of YAD — Understanding Young Audiences Digest: a free monthly digest on young audiences for VOD and TV professionals. We’ve analysed millions of data points and we don’t mind sharing some of them — if this could help channels and commissioners to reach Gen Z, by understanding their needs, behavioural traits and intrinsic cultural values. 

Make sure you subscribe to it at this link