TikTok has revolutionized the way creators across the world share content and gain fame, but for many African creators, there’s a lingering question: Why isn’t TikTok paying us like it does creators from other regions? While the platform has become a hub for viral content in Africa, the disparity in monetization opportunities has caused frustration among creators who feel overlooked and undervalued.
The TikTok Creator Fund: How It Works
TikTok introduced its Creator Fund in 2020 as a way to compensate content creators for their engaging and original videos. The program pays creators based on views, engagement, and content quality. However, this fund is only accessible in select countries, such as the United States, the United Kingdom, France, Germany, Spain, and a few others. Unfortunately, most African countries are excluded from this list.
Why African Creators Are Left Out
1. Limited Creator Fund Access
TikTok has yet to roll out its Creator Fund to African markets. The platform cites reasons such as differences in local regulations, payment infrastructure challenges, and market-specific policies. This exclusion means African creators cannot earn directly from the fund despite producing high-quality, viral content.
2. Ad Revenue Restrictions
Unlike YouTube’s revenue-sharing model, TikTok does not share ad revenue directly with creators. Instead, TikTok relies on initiatives like the Creator Fund and Live Gifts. For African creators, the lack of access to these revenue streams leaves them with limited options to monetize their work.
3. Lower Brand Collaborations
Many African creators rely on brand partnerships for income. However, due to limited access to global advertisers and smaller marketing budgets in the region, these opportunities are not as lucrative as they are for creators in Western markets.
4. Payment Infrastructure Challenges
TikTok’s current payment infrastructure does not support seamless transactions in many African countries. Payment gateways like PayPal, which TikTok uses to pay creators, are either not accessible or widely used in several African nations, making it harder to process payments.
5. Regional Bias in Algorithm Exposure
TikTok’s algorithm tends to favor content based on location and audience preferences. African creators often find themselves at a disadvantage because their content is primarily shown to local audiences, limiting their global reach and opportunities for monetization.
How African Creators Are Monetizing
Despite these challenges, many African creators have found alternative ways to earn through TikTok, including:
- Brand Deals: Collaborating with local and international brands to promote products.
- Live Gifting: Earning virtual gifts from fans during TikTok live streams, which can be converted into money.
- Cross-Platform Monetization: Using TikTok to drive traffic to YouTube, Instagram, or personal websites where they can monetize through ads or subscriptions.
- Merchandise Sales: Leveraging their following to sell branded merchandise.
What Needs to Change
For TikTok to support African creators effectively, the following changes are necessary:
- Expand the Creator Fund to include African countries, allowing creators to earn directly from their content.
- Implement Local Payment Solutions that cater to African markets, such as M-Pesa or Flutterwave.
- Increase Global Exposure by fine-tuning the algorithm to showcase African content to international audiences.
- Support Regional Advertisers by creating affordable ad options for local brands to work with TikTok creators.
Conclusion
While TikTok has opened doors for African creators to showcase their talent, the lack of direct monetization options has left many feeling excluded. For the platform to truly live up to its global appeal, it must address the economic and structural challenges hindering African creators from thriving financially. Until then, African TikTok stars will continue to innovate and find creative ways to turn their passion into profit.
