South Africa pushes for expanded TikTok monetization at Safer Internet Summit

South Africa's Minister of Communications and Digital Technologies, Solly Malatsi, has secured commitments from TikTok to expand monetization opportunities for local creators during high-level discussions at the platform's Safer Internet Summit in Cape Town. The minister's intervention comes as South Africa emerges as TikTok's fastest-growing African market, with over 17 million users driving global digital trends. 

Minister Malatsi noted the economic imperative behind his push during closed-door negotiations with TikTok executives. "South African creators are shaping global digital culture yet face disproportionate barriers in accessing revenue streams available to creators in other regions," stated Malatsi following the summit. His advocacy builds on South Africa's position as the continent's most mature digital content economy, with local creators generating viral trends that regularly achieve billions of views worldwide. 

TikTok leadership acknowledged the strategic importance of the South African market and committed to reviewing monetization policies following the minister's representations. The platform's Vice President for Public Policy confirmed ongoing evaluations of the Creator Fund's expansion to additional African markets, with South Africa positioned as the likely launchpad for these enhanced offerings. 

The discussions form part of South Africa's broader digital economy strategy that recognizes content creation as a formal employment sector. Recent data from the Digital Content Creators Association reveals South African creators generate over R2.8 billion annually through platform monetization, brand partnerships, and derivative economic activities – figures expected to double with improved access to TikTok's revenue programs. 

As follow-up to the summit, the Department of Communications will establish a working group with TikTok Africa to develop localized monetization frameworks that address unique market challenges, including currency conversion limitations and payment infrastructure gaps.

By:  Nana Appiah Acquaye