Social media analysts and African TikTok creators claim the platform unfairly prioritizes creators in the US and Europe by offering direct monetization programs like the Creator Fund, while African creators rely on brand deals, live gifts, and influencer gigs for income. This discrepancy leaves African creators at a disadvantage despite their significant contributions to the platform's success.
Smaller budgets allocated by brand agencies for African content creators and weaker currencies reduce their earning opportunities.
This follows social media claims made by African TikTok content creators, alleging they are underpaid by the Chinese-owned video-sharing platform, compared to those in the rest of the world., a South African content creator who has 1.2 million TikTok followers, says its remuneration model is biased and unfair.
When local creators file a report via TikTok for copyright infringement, there is no response to complaints, while their Western counterparts have proper procedures and channels to follow for copyright infringement claims, Zaca states.Arthur Goldstuck, ICT commentator and CEO of World Wide Worx, tells ITWeb that Africa is brimming with creativity, and TikTok has given local creators a global stage. However, turning that opportunity into a paying gig is often easier said than done.
Those African creators that make it work are not just depending on TikTok; they’re diversifying their income streams, tapping into international audiences and turning their platforms into personal brands, Goldstuck continues. Kanyi reveals he makes $1 547 a month through working with multiple brands on brand partnerships/sponsored content, live gifting and collaborations with artists/businesses.
Social media lawyer Lerato Ntwampe points out that a bias in TikTok’s algorithm is limiting African content creators’ access to global recognition and world markets.
Social Media Tiktok African Content Creators Monetization Creator Fund Digital Economy
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