Key Takeaways:
- South African Communications Minister Solly Malatsi wants TikTok to include African creators in its monetization programs.
- TikTok’s Creator Fund currently excludes South African and African creators.
- African creators rely on brand deals and live gifts for income, while others earn directly from views and likes.
- TikTok says it’s working on new ways to reward creators, but challenges like payment systems remain.
TikTok Urged to Support South African Creators
TikTok is one of the biggest social media apps in the world, with millions of users creating and sharing videos every day. But while creators in places like the U.S., Europe, and Asia can earn money directly from TikTok’s programs, African creators are still left out.
Recently, South African Communications Minister Solly Malatsi spoke at the TikTok Safer Internet Summit in Cape Town. He asked TikTok to extend its monetization programs to South African and African creators. Malatsi explained that while TikTok’s Creator Fund helps creators in other parts of the world, African creators don’t get the same benefits.
How Does TikTok’s Creator Fund Work?
TikTok’s Creator Fund allows creators in some countries to earn money based on their content’s performance. For example, if a video gets a lot of views or likes, the creator gets paid. However, this program is only available in certain regions, and African creators are not part of it.
“Unlike creators in the U.S. or Europe, we don’t get paid for views, likes, or interactions on TikTok,” said Dominic Zaca, a South African creator with over a million followers. “It’s frustrating because we contribute so much to the platform but don’t see any direct benefits.”
Why Are African Creators Excluded?
South Africa has one of the largest TikTok communities in Africa, with over 17 million active users. Despite this, African creators struggle to earn money directly from the platform. Instead, they rely on brand deals, influencer opportunities, and live gifts from fans.
One reason for this gap is the way companies view African markets. Many brands allocate more money for influencer marketing in developed countries because they think African markets are smaller or less valuable. This makes it harder for African creators to attract big sponsorship deals.
Malatsi also mentioned that payment infrastructure and advertising systems in Africa can be complicated. But he believes these challenges shouldn’t stop African creators from being part of the global digital economy.
What’s TikTok’s Response?
TikTok has said it’s committed to finding ways to reward creators in Sub-Saharan Africa. Right now, African creators can earn through live gifts, video gifts, subscriptions, and programs like “Work with Artists.”
However, TikTok admits that more needs to be done. The company says it’s listening to creator feedback and exploring new ways to support them. But for now, many African creators feel left behind while others around the world benefit directly from TikTok’s programs.
What’s Next for African Creators?
Malatsi’s call to TikTok is a big step toward creating a more inclusive platform. African creators are incredibly talented and have inspired viral trends that are loved worldwide. By giving them equal opportunities to earn money, TikTok can help them grow even more.
For now, African creators will continue to rely on indirect ways to make income. But with voices like Malatsi and Zaca speaking out, there’s hope that TikTok will soon open its monetization programs to creators in South Africa and beyond.
Let’s keep supporting African creators and hope TikTok listens to their needs soon!
