TikTok urged to pay African content creators by Minister of Communications
Last month, Minister of Communications and Digital Technologies Solly Malatsi called for TikTok to include African content creators in their Creator Rewards Programme. The platform currently only empowers creators in the US, Europe, and parts of Asia, allowing them to monetize their content directly.
In response to the call, Head of Content Operations for Sub-Saharan Africa, Boniswa Sidwaba, clarified that Africa has not been deliberately excluded from the program. She mentioned that TikTok is continuously testing products and features before launching them globally, and that there are existing tools that African creators can benefit from on the platform.
Malatsi emphasized the talent and creativity of South African and African creators, who often spark global viral trends. With over 17 million active users in South Africa alone, the Minister believes that African creators deserve to be part of the economic opportunities provided by TikTok.
One popular content creator, Leagen Wayans, highlighted the significant audience they attract to the platform, bringing in potential revenue for TikTok. Another creator, Onezwa Mbola, expressed support for Malatsi’s call, especially in light of previous instances of idea duplication by international creators.
TikTok’s Commitment to Rewarding Creativity
While the Creator Rewards Programme has not expanded beyond the current markets, TikTok assures that they are committed to paying creators and providing tools for them to benefit from. Sidwaba stated that TikTok’s suite of monetization tools is designed to reward talent, foster a vibrant community, and help creators turn their passions into sustainable income streams.
Despite the current limitations, TikTok remains dedicated to supporting content creators and their creative endeavors. As the platform continues to evolve, African creators can look forward to more opportunities for recognition and financial rewards in the future.
