African creators shine on TikTok: Facts about creator rewards and monetisation

Contrary to what many may think, African creators are truly making a name for themselves on TikTok. The platform — a go-to destination for short-form video content — is packed with features that help creators monetise their creativity and connect with their communities in ways that weren’t possible before.

Social media platforms, including TikTok, have introduced various ways for creators to earn money, tailored to suit different styles, formats and audiences. These monetisation models are all about giving creators the tools to turn their content into income, while boosting creativity and supporting long-term success in the digital space. TikTok’s diverse range of monetisation options is designed to help creators seize real-world opportunities and thrive in the creator economy.

“It is important to correct the notion that Africa has been deliberately excluded from the Creator Rewards Programme. As a growing platform, it is our responsibility to test products and features before launching them globally or on a wider scale. We have a number of tools that our community across the continent can currently benefit from,” commented Boniswa Sidwaba, Head of Content Operations for Sub-Saharan Africa.

While the Creator Rewards Programme has not yet rolled out beyond the current seven markets, creators can still take advantage of the monetisation tools already available on TikTok:

• Live gifts: A real-time engagement tool

Creators can go live on TikTok and enable the live gifts feature, allowing them to collect rewards based on the popularity of their broadcasts. Viewers can send virtual gifts that pop up on screen, creating an interactive experience that shows appreciation for content in real time. These gifts can be exchanged for real money. This feature not only boosts viewer engagement but also incentivises creators to produce captivating and high-quality live content.

• Video gifts: Monetising pre-recorded content

For creators who prefer to share pre-recorded videos, the video gifts feature offers a unique opportunity to earn rewards through viewer contributions. This enables TikTok creators to monetise their video content without needing to go live, ensuring that every video shared has the potential to generate income.

• Effect creator rewards: Innovation meets incentives

Creators can explore TikTok’s Effect House to design high-quality virtual effects and earn cash rewards. From interactive game effects to stunning AI-generated art, creators are encouraged to unleash their creativity while benefiting financially from their innovative designs.

• Subscription model: Building loyal communities

With the subscription feature, creators can offer exclusive perks and unique experiences to their loyal fans for a monthly fee. This feature is also available to non-live creators, allowing influencers to cultivate a dedicated community while generating consistent revenue.

• Work with artists: Promote your favourite songs and earn

An exciting monetisation feature that many may not be aware of is the work with artists feature. African creators can collaborate with music artists to promote songs and participate in viral video campaigns. Rewards are based on video performance, creating a mutually beneficial relationship where creators support artists while earning an income. Since launching this feature across sub-Saharan Africa, TikTok creators have successfully leveraged it over the past few months.

“TikTok is committed to rewarding creativity and equipping creators with the best tools to find their community, grow their careers, and transform their passions into sustainable income streams. Our suite of monetisation tools is designed not only to reward your talent, but also to foster a vibrant community where diverse voices can thrive. We are constantly exploring new ways to empower our creators with innovative tools. We encourage all creators to explore these opportunities available on the platform, connect with their audiences, and unleash their full potential,” adds Sidwaba.