South Africa, March 26 -- Easter is having a major moment online

For brands, this surge in seasonal content presents an opportunity to connect with audiences through storytelling that feels authentic, inspirational and entertaining.

"Seasonal moments like Easter are becoming increasingly powerful on TikTok, driven by clear shifts in user behaviour and content creation," says Jochen Bischoff, head of global business solutions for Africa at TikTok.

"In South Africa alone, Easter-related content creation grew sixfold year-on-year, with over 40 related hashtags trending across themes such as food traditions, family celebrations and gifting inspiration."

"What this shows is that people aren't just passively consuming content - they're acti...