Zara, a woman in her 20s with Somali roots living in the US, has spent thousands of dollars on TikTok, drawn in by the platform’s live battle feature where influencers verbally spar and solicit money from followers. She shared her story with BBC World Service, revealing the darker side of these games, particularly the Big Tribal Game where influencers representing Somali clans trade insults that can turn vitriolic. The battles attract tens of thousands of viewers who gift virtual items like the “TikTok universe” or the roaring lion to show support. However, Zara, who spent over $7,000 on the games meant for her university fees, realized the addictive nature of these battles and the lack of gratitude from influencers. She also faced a terrifying situation where a male influencer threatened to share manipulated images of her online, causing her immense fear and anxiety. Despite reporting the account to TikTok, no action was taken until the BBC intervened, resulting in the ban of the influencer for violating policies on adult sexual and physical abuse. The games feed on confrontation and aggression, often reviving sensitive topics like clan identity and historical conflicts, leading to concerns about toxic behavior and hateful speech online. Moustafa Ahmad, a security researcher focusing on the Horn of Africa, points out an ironic situation. “People who flee their country and settle in the West due to conflicts and tensions they left behind are now contributing to the cycle of violence and intercommunal tensions in the region,” he explains. The Big Tribal Game is gaining popularity in Somalia, with discussions taking place at tea stalls in the capital, Mogadishu, and among the elite. Influencer Bilaal Bulshawi, known for his entertaining videos and online challenges with nearly two million followers, expresses concern about politicians and elders joking about clan victories in the game. He emphasizes the need to address the serious issues facing Somalia rather than spending large sums on these events. Crystal Abidin, founder of the TikTok Cultures Research network and a professor at Curtin University in Australia, notes that influencers often create the illusion of wealth, with unclear financial details. Despite the high engagement and anticipation surrounding the Big Tribal Game, some “gifters” may be seeking an escape route.
