TikTok has reaffirmed its commitment to supporting content creators across the continent in response to criticism over its monetisation strategies for African creators. The platform maintains that many African users are successfully earning income through various features despite ongoing concerns about limited access to certain monetisation programs.
In a recent statement, TikTok outlined its suite of monetisation tools aimed at helping creators generate revenue and engage with audiences. This statement comes amid renewed scrutiny following remarks from South Africa’s Communications Minister, Solly Malatsi, who urged the platform to provide stronger monetisation opportunities for South African users. While acknowledging TikTok’s transformative role, Malatsi emphasised the need for fairer compensation.
Earlier this year, several African influencers highlighted earnings disparities compared to their US and European counterparts. A key point of frustration is the limited availability of TikTok’s Creator Fund, which offers direct payouts based on content performance. African creators have noted relying on brand deals, live gifts, and influencer partnerships to monetise their content.
Addressing these concerns, TikTok did not intentionally exclude African users from monetisation programs. Boniswa Sidwaba, Head of Content Operations for TikTok Sub-Saharan Africa, explained that the Creator Rewards Programme is available in only seven global markets. “As a growing platform, we must test products before launching them globally,” she said, adding that African creators can still access multiple earning tools.
TikTok offers monetisation features like LIVE and Video Gifts, Effect Creator Rewards, subscriptions for exclusive content, and music promotion via Work With Artists. While the Creator Fund isn’t available in Africa, TikTok still provides creators with earning opportunities.
Despite current limitations, TikTok is building a more inclusive monetisation ecosystem for African content creators.
