This research investigates the effect of TikTok on the academic performance of tertiary institution students in Abia State, Nigeria, focusing on Abia State University, Uturu, and Abia State Polytechnic, Aba. The meteoric rise of TikTok as a social media platform presents unique opportunities for creativity and engagement among students; however, it raises critical concerns regarding its implications on their academic performance. Preliminary findings indicate a significant gap in the existing literature regarding social media's dual role in enhancing and hindering educational outcomes, especially in the context of Nigeria’s higher education sector. Utilizing a qualitative methodology, this study draws insights from interviews and focus group discussions with students, educators, and educational administrators to explore the multifaceted effects of TikTok usage on study habits, time management, and information retention. Analysis reveals that while students utilize TikTok for educational content, its pervasive entertainment elements can lead to distraction and procrastination, thereby adversely affecting their academic performance. Furthermore, the research highlights the need for institutions to formulate strategies that harness the potential benefits of TikTok while mitigating its detrimental impacts. This study contributes to an understanding of social media's role in education, addressing an underexplored area in Nigeria's academic landscape and emphasizing the necessity for further research into its long-term effects on learning outcomes. Recommendations include integrating educational content into social media strategies to enhance student engagement and academic performance