Minister of Communications and Digital Technologies Solly Malatsi
South Africa’s Minister of Communications and Digital Technologies, Solly Malatsi, is calling on TikTok to expand its Creator Fund to include South African content creators. The fund, currently available in seven countries, allows creators to monetize their content directly, but South Africans are excluded.
Malatsi emphasized the importance of fair compensation for local creators, stating, “South African creators are shaping global digital culture yet face disproportionate barriers in accessing revenue streams available to creators in other regions.” The disparity is stark. With over 17 million active users, South Africa is one of TikTok’s fastest-growing markets. However, creators like Dominic Zaca, with over a million followers, receive no direct payment from TikTok. “We don’t receive any form of remuneration for anything that we contribute on the platform,” Zaca said.
Currently, South African creators can earn through live gifts, where viewers send virtual gifts during livestreams that can be converted to cash, video gifts, which allow them to earn from pre-recorded content, brand deals, where they partner with brands for sponsored content, and effect creator rewards, where they design virtual effects and earn cash rewards.
Malatsi recognizes the complexities involved, including payment infrastructure and advertising ecosystems, but stresses that these shouldn’t justify exclusion. “Complexity can no longer justify exclusion. If we genuinely believe in an inclusive and equitable global digital economy, we must be deliberate about removing these structural barriers.”
TikTok has acknowledged Malatsi’s feedback, and discussions are ongoing. The move has been welcomed by local creators, who hope it will provide them with a more sustainable income stream. As the situation unfolds, the impact on South Africa’s digital economy remains to be seen.
