By Palesa Matlala
• South African TikTok creators can build millions of followers and views, but they cannot earn money directly from TikTok because the platform’s Creator Rewards Programme is not available in Africa.
• Communications Minister Solly Malatsi says excluding African creators is unfair and has called on TikTok to pay South African creators the same way it pays users in countries such as the United States and the United Kingdom.
A South African TikTok creator can have hundreds of thousands, or even millions, of followers.
Their videos can attract millions of views.
They can make people laugh, educate others and help promote South African music and culture around the world.
But despite all that success, they do not earn money directly from TikTok.
That is because TikTok’s Creator Rewards Programme is not available anywhere in Africa.
Communications and Digital Technologies Minister Solly Malatsi says that needs to change.
According to Malatsi, South African creators deserve to be paid just like creators in other parts of the world.
He said the department is talking to TikTok and is also seeking support from other African countries to strengthen the continent’s voice.
“The reality is that the TikTok Creator Rewards Programme exists in only a few countries and does not benefit content creators in Africa, especially South Africa,” Malatsi said.
He said there is no good reason why South African creators should be left out.
South African musicians, comedians, dancers and influencers have helped grow TikTok’s popularity across the continent.
Many have built huge audiences and helped make songs, dance challenges and trends go viral around the world.
Malatsi said these young creators should have the same opportunity to earn a living from their talent as creators in Europe, Asia and the Americas.
He described the issue as one of economic fairness.
The minister said TikTok had given government explanations for why South Africa is excluded, but he was not convinced.
“I refuse to accept this,” he said.
He promised that discussions with the company would continue until South African creators receive equal treatment.
The Creator Rewards Programme allows eligible creators to earn money directly from TikTok based on the performance of their videos.
At the moment, the programme is available only in a small number of countries, including the United States, the United Kingdom, Germany, France, Japan, South Korea and Brazil.
That means African creators must find other ways to make money.
Many depend on sponsorships, advertising and paid partnerships with brands.
South African creator Trisha, who has about 413,000 TikTok followers, said she earns nothing from TikTok itself.
“I don’t earn on the app. I only make money through brand deals and other opportunities, not through my videos,” she said.
Another creator, Nombulelo, said brands pay her between R10,000 and R15,000 for a sponsored post.
She said it is disappointing that South Africans cannot earn directly from the platform, but creators have had to find other ways to make a living.
Social media has become one of the fastest-growing industries for young entrepreneurs.
Thousands of South Africans now earn income by creating online content, promoting businesses and entertaining audiences.
The government believes allowing local creators to join TikTok’s Creator Rewards Programme could create more jobs, help young people build businesses and keep more digital income in South Africa.
For now, however, local creators continue to generate millions of views for TikTok without receiving a share of the platform’s direct creator payments.
Pictured above: Communications Minister Solly Malatsi says South African TikTok creators deserve to earn money directly from the platform just like creators in other countries.
Image source: File
