Somali TikTok battles: ‘Why I spent my university fees on the Big Tribal Game’

“Sometimes you will see some politicians and elders talking and joking about how their clan won last night’s game. It’s not something we should joke about,” says influencer Bilaal Bulshawi who has almost two million followers and is known for his fun videos and online challenges.

Based in Somalia, unlike many of those who do TikTok battles, he says he took part in a game when they started to become a trend but it was not a clan-based match planned in advance.

He has been watching the spending on these events go up and up and suggests this money could be used to help the country instead.

“It’s really unfortunate, spending that much money, knowing Somalia is suffering and begging the world for help,” he says.

If you do some basic calculations it might look like the influencers are pocketing thousands of dollars during the most high-profile games.

However, the reality is probably less impressive, says Crystal Abidin, the founder of the TikTok Cultures Research network and a professor of internet studies at Curtin University in Australia.

She has not studied the Somali “battles” but says influencers often create the illusion of vast wealth.

“A lot of followers get the impression that all the coins and the glittery graphics flowing through the screen indicate that there’s a lot of cash flow going straight into the pockets of influencers,” says Prof Abidin.

“And really, the exact figure, the volume or the breakdown in percentage is actually quite opaque.”

She says from her research elsewhere there are unseen costs: the platform takes a cut, sometimes there are people who manage the creators, sometimes there is seed money to create the impression the giving is organic.

We know that for many involved in the Big Tribal Game, the sentiment and interest are real.

These events are anticipated for months and they are driving high engagement – but Zara understands why some “gifters” would be desperate for an exit.