A sense of panic seems to be rising in some quarters about TikTok.
Governments in the West are beginning to take action especially when it comes to data security, but there has been little official comment in Africa so far.
The app's hypnotic format has taken the world by storm - and this continent is no different.
The endless scrolling, the quickfire nuggets of information, the algorithm that seems to know what you want to see better than you do, serve to draw the user in. Before long, seconds turn to minutes, which can then turn to hours.
A TikTok-induced headache might then follow, in which things are only understandable as long as they are presented in meme form.
But resisting this onslaught might be fruitless and we, on the continent, should be paying attention.
The 2022 Reuters Institute Digital News Report showed Africa to be a priority market for TikTok, with ever more young people using it to get the latest news.
The social media app, owned by Chinese company ByteDance, is now offering support and a platform for creators across Africa who are beginning to find a voice that has been excluded elsewhere.
They are challenging the more mainstream narratives about the continent and presenting the world with a different view.