Earning on TikTok: Alternatives for South African creators without the creator fund
Despite criticism for not offering a creator fund in South Africa, TikTok reveals multiple ways local creators can monetise their content.
Image: Jonathan Raa/NurPhoto via AFP
Popular social media app, TikTok, has been widely critisised by the South African market for not making the creator fund available locally, however, the company told Business Report on Friday that creators in the country have access to make money via the app in other ways.
This comes after TikTok announced this past week that it had removed close to a million (920 000) videos from the app in an effort to enhance user safety.
This sparked an outcry from South Africans on X (formerly known as Twitter), calling out the app for not allowing local creators access to the popular creator fund that is available in some countries overseas.
In a response to Business Report on probes about bringing the creator fund to South Africa, TikTok said while there are no immediate plans to bring the fund to local shores, there are other ways that African creators are able to make money on the app.
Boniswa Sidwaba, Head of Content Operations for Sub-Saharan Africa, said, "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
TikTok said in a statement, "African creators on TikTok have been coining it on the platform, contrary to popular belief. TikTok, the leading short-form video platform, shares a suite of rewarding features designed to empower creators to monetise their creativity and engage with their communities like never before."
Boniswa Sidwaba, Head of Content Operations for Sub-Saharan Africa.
Image: Supplied.
"Social media platforms, including entertainment platforms like TikTok, offer diverse monetisation models tailored to their unique formats, platforms and audiences. These models aim to empower creators to monetise their content in ways that align with their strengths and audience engagement styles, fostering creativity and financial sustainability across the digital landscape. TikTok's suite of monetisation features are designed to unlock real-world opportunities for creators to thrive in the creator economy," the app further stated.
While the Creator Rewards Programme has not rolled out beyond the current 7 markets, creators can still take advantage of TikTok’s available tools.
"With these innovative tools, TikTok continues to foster a vibrant ecosystem where diverse voices can thrive," TikTok said.
Below are the ways TikTok said local creators are able to make money via the app:
- 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 showcases appreciation for content in real-time. The gifts are exchanged into real money. This feature not only enhances viewer engagement but also incentivizes creators to produce captivating and quality LIVE content.
- Video Gifts: Monetising Pre-Recorded Content for those 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 the need to go LIVE, ensuring that every video shared can be a potential source of income.
- Effect Creator Rewards: Innovation meets Rewards. Creators can dive into 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 reaping the benefits of 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 for non-LIVE creators, allowing influencers to cultivate a dedicated community while generating consistent revenue.
- Work With Artists: Work With Artists: Promote your favourite artists' song and earn. An interesting monetisation feature most people may not have been 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 the performance of these videos, creating a mutually beneficial relationship where creators support artists while earning an income. Since testing this new feature across SSA, creators on TikTok have successfully leveraged this feature in the last few months.
Despite criticism for not offering a creator fund in South Africa, TikTok reveals multiple ways local creators can monetise their content.
Image: Supplied.
Despite criticism for not offering a creator fund in South Africa, TikTok reveals multiple ways local creators can monetise their content.
Image: Supplied.
"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 to not only reward your talent but also 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." Sidwaba further told Business Report.
The popular app added that the TikTok community is encouraged to visit the TikTok Studio on their profile, where they will find the Creator Monetisation Centre for more.
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