TikTok has featured Cherie Kihato, founder of Savannah Space, a prominent Kenyan furniture and home decor brand, in its African All-Stars Series. The interview covers Kihato’s content strategy, her approach to brand storytelling as an African entrepreneur, and her perspective on women in creative industries.

Content Strategy and Business Balance

Kihato describes managing TikTok content alongside running Savannah Space as demanding, relying on advanced planning and a fixed daily schedule to maintain consistency. “I create a content schedule, so I’m always clear on what I need to film and when, which takes away a lot of the daily decision-making,” she said. The creator also dedicates one hour each morning specifically to content creation.

Kihato measures the impact of her content through audience responses rather than platform metrics. “It’s in the messages I receive, especially from young women sharing how much they’re learning or how something I’ve said has resonated with them,” she said.

Narrative and Identity

Kihato frames her public presence as part of a broader responsibility to shape African narratives. “Africa, as a continent, is stepping into its moment, and we, as Black Africans, have a responsibility to own and shape our narratives,” she said. Her content focuses on showcasing African craftsmanship, culture, and innovation.

She also describes a deliberate approach to vulnerability in content. Rather than sharing challenges in real time, she waits until she has processed and understood them before discussing them publicly. “I’d rather take the time to move through it, understand it, and then come back and share what I’ve learned,” she said.

TikTok Recognition and Advice for Creators

TikTok has previously included Kihato on its Global TikTok Discover List. In the interview, she frames the recognition as a platform to encourage more African entrepreneurs to document their journeys publicly.

On brand storytelling, Kihato offers a single directive for creators seeking clarity: “Be unapologetically yourself. There is no one else like you, and there never will be. That’s your edge, lean into it.”

On the topic of women in African business, she calls for greater transparency around risk-taking. “I would really love to see more African women sharing the risks they take, not just the outcomes, but the courage it takes to even try,” she said.