Wild meat trade poses significant threats to biodiversity and human health. Despite these threats, trade and consumption are increasing, driven largely by growing demand in urban centers. Easy access to the internet and social media platforms further facilitates wildlife trade and consumption by connecting traders and consumers. This study examines 80 TikTok videos from public (open) accounts of two wild meat traders in Lomé, Togo, showcasing wild meat sales between November 2022 and April 2024. The videos featured various smoked wild animals, representing approximately 3,526 individuals across 27 inferred species, predominantly birds (40.9%) and mammals (39.6%), but also included reptiles (19.5%). Prices for whole smoked animals varied significantly (from a minimum of 3.4 USD to a maximum of 340 USD), depending on the species and the size of the individual animal. Among the 27 recorded species were the Endangered white-bellied pangolin (Phataginus tricuspis), classified as a CITES Appendix I species with a declining population trend; the Vulnerable Buffon’s kob (Kobus kob ssp. kob); the Near Threatened Defassa waterbuck (Kobus ellipsiprymnus ssp. defassa); and three CITES II-listed species. The 80 videos had each been viewed between 660 and 216,000 times, and all 80 videos had been viewed 1,795,079 times in total. This high level of visibility may fuel demand and unintentionally promote further trade by exposing a broad audience to such content. The findings highlight how social media can have significant negative conservation implications for the long-term survival and sustainable management of these species. Although enforcement mechanisms have been implemented to curb illegal wildlife trade on social media, these platforms still serve as vast, often unregulated marketplaces where traders and customers can easily connect, offering a level of convenience that traditional markets lack. We recommend that social media platforms strengthen their enforcement measures while conservationists leverage these platforms to raise awareness, promote wildlife protection laws, and mobilize public support for conservation efforts. The demand for wild meat in Lomé is driven by the growing population, cultural and economic benefits, as well as a lack of awareness. The study highlights the urgent need for targeted education, stronger enforcement of wildlife protection laws, and better communication about the legal status and conservation importance of the species.
