Minister of Communications and Digital Technologies, Solly Malatsi, has urged Chinese-owned social media giant TikTok to also implement its monetiation programs for South African content creators.
Currently, features such as the Creator Fund and TikTok Shop remain largely unavailable across Africa, even though they have been rolled out in regions like the US, Europe, and parts of Asia.
This exclusion has led to frustration among content creators across the continent, who have expressed dissatisfaction over the lack of direct monetisation opportunities.
Constructive engagements with TikTok leadership at their Safer Internet Summit.
— SollyMalatsi (@SollyMalatsi) March 26, 2025
South Africa has over 17 million TikTok users and trendsetters shaping global culture, making it the ideal place to expand TikTok’s Creator Fund in Africa.
I made my position clear: South African… pic.twitter.com/OaOvs8ZrC1
Speaking at the TikTok Safer Internet Summit 2025 at the Cape Town Convention Centre this week, Malatsi acknowledged TikTok’s significant influence in South Africa but stressed that the issue of monetisation remains a major challenge.
“Yet, despite these incredible successes, a troubling inequity remains. TikTok’s Creator Fund empowers creators in the US, Europe and parts of Asia, allowing them to monetise their content directly," Malatsi said, according to IT Web.
"However, South African and African creators continue to be excluded entirely from this economic opportunity. Let's bring the Creator Fund to South Africa. Let's ensure our exceptional creators receive the recognition and fair compensation they have earned.”
The minister pointed out that South Africa hosts one of Africa's largest and most active TikTok communities, with over 17 million users. However, the lack of monetisation opportunities for local creators sends a negative message.
"South Africa proudly hosts one of Africa’s largest and most dynamic TikTok communities, with over 17 million active users. Our talented creators regularly spark global viral trends, showcasing creativity and cultural influence admired worldwide. Yet, they see no direct financial reward from TikTok itself. This not only limits economic opportunities, but it also sends the wrong message: that African creativity has reach, but not value,” Malatsi stated.
Following the summit, Malatsi took to X (formerly Twitter) to share that TikTok had committed to taking this feedback into account, adding that further engagement on the matter will continue.
"I made my position clear: South African creators deserve full access to monetisation offerings on the platform. TikTok has committed to taking this feedback on board and our engagements will continue," he said.