TikTok goes the clock as creators gun for monetization

by | Apr 18, 2025

TikTok’s Creator Rewards programme has yet to be implemented in African countries, and South African are looking to government for help.

  • Minister Solly Malatsi advocated for the monetization of TikTok at The Safer Internet Summit held in Cape Town 
  • TikTok needs to improve its monetization features for content creators in South Africa and on the continent 
  • TikTok has committed to further engagements with the Minister 

TikTok has faced increasing pressure from its African users for monetization and expand its outreach programmes to African countries. TikTok has 17.6-million users in South Africa (SA), with most of them unable to get monetized through the Creator Rewards programme.  

Despite SA having more users, countries such as South Korea and Chile enjoy access to the Creator Reward Programme, enabling their creators to sustain themselves through their content creation 

At the Safer Internet Summit, Minister of Communications & Digital Technologies, Solly Malatsi, made a call to action for TikTok to implement monetization tools for all African users. The TikTok-sponsored summit gathered political leaders, digital media consultants, & experts to discuss online safety and policies. 

Carmen Ramsay (22), a Political Science graduate from the University of Pretoria, said that she left the app due to feeling demotivated from creating lifestyle content that she wasn’t making enough money from.   

“We are all in the same market but it’s actually harder for us…we spend so much more effort, money & time into actually creating content that can compete with international level content creators,” she said.  

Siphesihle Ntombela (24), a Bachelor of Education graduate at Wits University, stated that content creators should focus more on creating profitable spaces for their content and audiences. Ntombela is weary of government intervention, stating: “If the government is involved, I think content creators would have to register with government organisations and have contracts.”  

Content creator, Brendan Roberts, has been advocating for this programme to be implemented and has been working to ensure that users understand that this would not be the case. The fund would simply make it possible for creators to generate income from videos that go viral and have high engagement numbers.  

Postgraduate Diploma in Management in Business Administration student Lesego Makinita (24), popularly known as @lesegothebrand on TikTok, argued that the app helps people make ends meet. People such as teachers use the app to connect with their students & to make extra income. Sharing his wisdom gained as a content creator, Lesego advises upcoming content creators by saying: “authenticity is where it’s at…your perspective is your currency & these brands are looking for that. Plan, put in the time, & be consistent. ” 

TikTok has informed the minister that they are committed to further engagements with South Africa.  Malatsi enthused that economic justice needs to happen & that TikTok must ensure improved online safety measures and policy protocols. 

FEATURED IMAGE: TikTok app logo on the screen and a finger about to touch it. Photo: Adobe Stock

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