South Africa’s Communications Minister, Solly Malatsi, has called on TikTok to extend its Creator Fund to include South African content creators.
With over 17 million users in the country, Malatsi emphasized South Africa’s significant contribution to global digital culture and the need for local creators to receive fair compensation.
During discussions with TikTok’s leadership at their Safer Internet Summit, Malatsi highlighted the importance of recognising and rewarding South African creators who play a pivotal role in shaping online trends and narratives. TikTok acknowledged the feedback and committed to ongoing engagements on the matter.
This move aligns with recent developments in other African nations. In June 2024, Meta enabled content creators in Nigeria and Ghana to monetise their content on Instagram and Facebook through in-stream ads and live ads.
Nick Clegg, Meta’s President of Global Affairs, announced this initiative during a visit to Nigeria, underscoring the growing recognition of African creators in the global digital economy.
Despite the enthusiasm, African content creators often face challenges in monetising their work due to lower ad revenues compared to Western counterparts and payment barriers imposed by global platforms.
The African creator industry, valued at £ 2.7 billion ($ 3.08 billion) in 2024, is expected to grow significantly, driven by young creators and increased internet connectivity. However, equitable monetisation remains a critical concern.
Minister Malatsi’s intervention represents a growing awareness within African governments of the need to protect and empower their digital economies.
If successful, South Africa’s case could set a precedent for other African countries to demand fair treatment from global platforms whose growth is powered increasingly by African audiences.
For many, TikTok has become a launchpad for brand partnerships, career opportunities, and cultural influence. Without a clear pathway to earn revenue directly from the platform, however, many creators find themselves struggling to sustain their work.
By advocating for the inclusion of South African creators in TikTok’s Creator Fund, Minister Malatsi aims to address these disparities and ensure that local talent receives fair compensation for their contributions to the platform. This initiative reflects a broader push across the continent to create sustainable opportunities for African content creators in the global digital landscape.
