Who is the South African admin behind Premier League TikToks?
The TikTok logo is displayed on a mobile phone with TikTok in the background in this photo illustration in Brussels, Belgium. Photo: Jonathan Raa/NurPhoto via AFP
Image: Jonathan Raa/NurPhoto via AFP
Premier League club West Ham United had South Africans in stitches when their content on TikTok had a distinctly Mzansi flavour.
The club shared clips almost daily on TikTok, featuring authentically South African phrases and music. Many couldn’t help but wonder, in jest, if the team’s social media admin was actually from South Africa.
In one of their videos showcasing Dimitri Payet’s stunning goal collection, a voice in the background can be heard reacting to the goals in Setswana, saying “Yoh, oja monate mos” (you’re eating nice).
In another video showing Manchester United’s Diogo Dalot missing a clear-cut chance against them, the hilarious interview of former Baroka FC coach Kgoloko Thobejane saying “Football can kill you, a real death,” is heard.
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These videos drew the attention of many South Africans, with many claiming they had adopted the team as their own.
Other Premier League clubs have now followed suit, embracing South African phrases and music. On Tuesday, Nottingham Forest posted a video of new signing Dilane Bakwa dancing to Khalil Harrison’s Jealousy featuring Leemckrazy & Ceeka RSA.
Not to be outdone, Premier League champions Liverpool showed their love to South Africans by posting a video of Hungarian midfielder Dominik Szoboszlai celebrating a goal while the Amapiano song Hao Khonahale by Dj Maphorisa and Scotts Maphuma plays in the background.
Even Arsenal have jumped on the trend. Last season, their TikTok featured midfielder Declan Rice dancing to Amapiano beats.
So why do they do it?
Premier League clubs are increasingly using South African music, slang, and cultural trends on TikTok to engage a global fanbase.
Amapiano songs and popular local phrases help clubs connect with African audiences while appealing to fans worldwide.
TikTok’s algorithm boosts content that taps into viral trends, meaning even region-specific music can reach international viewers. This approach increases engagement and visibility without relying heavily on paid promotion.
Is admin South African?
It’s not publicly confirmed that Premier League clubs have dedicated South Africans managing their TikTok accounts. Most clubs have global social media teams that monitor trends from around the world and adapt content accordingly.
These teams often collaborate with content creators, and marketing staff to ensure that viral music, dances, and cultural references are used appropriately.
IOL Sport