In brief
Zara, a young woman with Somali heritage, shares her experience with the addictive TikTok battles that have led her to spend over $7,000 meant for university. Through these live contests, influencers represent Somali clans in heated competitions for gifts, often crossing into disturbing territory with threats and harassment. The BBC investigates the impact of such games on individuals and wider Somali society, and the questions they raise about online safety.
Scrolling through Zara's transactions tells a troubling story of addiction to TikTok. Referring to herself under an alias, this twenty-something from the US has Somalian roots and became engrossed in TikTok's live battle feature. These digital brawls typically involve influencers who verbally spar as they press viewers to gift them money to win rounds. However, Zara's passion took a dark turn, which she unveiled in an account shared with BBC World Service.Distinct from other global TikTok games, these Somali clashes form the "Big Tribal Game," where influencers represent different Somalian clans. The battles often dissolve into insults, resulting in an intense atmosphere accompanied by rap music celebrating their clans. One Saturday night in October, around 50,000 users partook in such an event, observing two influencers engage in a multifaceted competition. Victory hinges on the gifts received over five-minute rounds, and the eventual winner claims dominance for their clan. Influencers work hard to build anticipation by hyping audiences in the run-up to battles, sometimes advertising events weeks in advance. Unique gifts, ranging from extravagant virtual expressions like "TikTok universes" to playful filtering effects, add to the surreal appeal of the contest. Zara's original motivation stemmed from a desire to represent her clan’s honor; she confessed to spending over $7,000—funds that should have supported her education. Acknowledging the potential family fallout over her financial escapades, she described feeling addicted to the excitement, despite knowing it was unwise. Yet the thrill turned into fear when she was threatened by a male influencer who manipulated her images, causing severe anxiety over her family's reaction to the potentially harmful exposure.Although Zara reported the influencer, Hussein Kibray, TikTok's initial inaction alarmed her. Following the BBC’s inquiry, TikTok subsequently banned Kibray for violating its policies on harassment and abuse. The platform asserts a commitment to user safety with strict community guidelines, but the reverberations of these battles, including the casual embrace of sensitive historical topics, underline broader societal concerns.Moustafa Ahmad, a security researcher focused on the Horn of Africa, expressed concern over how individuals fleeing conflict can perpetuate cycles of violence in their new environments. Such divisive content has even reached political discussions in Somalia, with influencers joking about clan victories during battles, despite the underlying tensions rooted in a history of civil strife.In a conflicting commentary, Bilaal Bulshawi, a well-known influencer, noted that witnessing vast sums spent on battles is tragic given Somalia's dire need for aid. Experts like Crystal Abidin highlight the obscured financial mechanics underpinning these influencers, cautioning that much of the wealth suggested may not be fully realized.Despite the engagement and anticipation these events garner, Zara understands why some participants may be looking for a way out. As the allure of momentary fame and group affiliation battles against a backdrop of risk and mental distress, the Big Tribal Game stands as a reflection of deeper cultural tensions and individual struggles.
