Why is Tiktok Not Paying Content Creators in Africa?

The Growing Frustration Among Creators

Across social media, creators and consumers alike are asking the same burning question: Why isn’t TikTok paying content creators in Africa? Various arguments have surfaced to explain this:

• CPM Argument: CPM (Cost Per Mille, or cost per 1,000 impressions) refers to the amount advertisers pay per 1,000 views on a piece of content. In simpler terms, it’s how much creators make from ad impressions on their videos. Many claim that Africa’s low CPM rates make the region less attractive for TikTok’s monetization plans.
• Algorithm Maturity: Some argue that TikTok’s algorithm is still in its infancy when it comes to recognizing and rewarding African creators.
• Global Reach Debate: Others maintain that because African creators' videos are watched worldwide, they should be compensated regardless of local CPM rates.

Whichever argument you lean towards, the undeniable truth is this: TikTok isn’t paying creators in Africa.

What This Really Means

The fact that TikTok doesn’t currently monetize creators in Africa sends a clear message—they don’t feel a significant commercial impact if African creators were to leave the platform. It’s a harsh reality, but for now, African creators appear to be dispensable in TikTok’s larger business model.

Why? The issue boils down to commercial viability.

Are African Creators Missing Key Ingredients?

Let’s break it down:

1. Do African creators have cult followings?✔️ Check. From musicians to skit makers, African creators have loyal fanbases.
2. Do they go viral?✔️ Check. African creators often dominate trends and memes on TikTok.

The argument that CPM rates in Africa are too low because of the limited online advertising market doesn’t hold water. There is an advertising market in Africa, but TikTok seems to have determined that it’s not commercially viable enough to launch a creator monetization program in the region. It’s all about math, and for now, TikTok doesn’t see the numbers adding up.

It’s Not Just TikTok

As of January 2024, Facebook, TikTok and Instagram—three of the world’s biggest platforms—are not paying creators in Africa. Even YouTube, which does pay creators, focuses heavily on those generating millions of views. This raises a critical question:

Where does that leave micro creators and even those creators generating millions of engagements? Are they really getting their fair share?

What Should African Creators Do?

In our previous article (https://blog.yourbuzzz.com/to-be-a-successful-creator-you-dont-need-millions/), we discussed the importance of African creators seeing social media platforms for what they truly are—content distribution platforms. These platforms are designed to distribute content to a wide audience, not necessarily to reward creators financially, especially in Africa.

For African creators to thrive, they must think beyond TikTok and Instagram as primary sources of income. It’s time to explore alternative ways to monetize influence and build sustainable careers off-platform.

The Role of Merch in Monetizing True Fans

One of the most effective ways to identify and engage true fans is through merch. Offering personalized merchandise not only helps you monetize your fan base but also filters out those who are deeply invested in your work. A fan who buys a hoodie with your signature design, or a mug featuring your catchphrase, is more than just a follower—they’re part of your community.

Here’s how merch works as a tool for creators:

1. It Builds ConnectionsFans don’t just see merch as an item—they see it as a piece of their favorite creator’s world. Owning merch fosters a sense of belonging and strengthens the bond between you and your audience. Platforms like Buzzz, a custom merch platform for creators in Nigeria, make this process seamless.
2. It’s a Sustainable Revenue Stream: Unlike ad revenue or sponsorships, merch is something you can control entirely. It’s a direct way to earn income while giving fans something valuable and meaningful. Platforms like Buzzz allow creators to sell personalized merch as a creator in Africa without the need for upfront costs.
3. It Amplifies Your Brand: Every time someone wears your merch, they’re spreading your brand to a broader audience. It’s like turning your fans into walking billboards for your creativity. Using the right platform, you can create and sell merch in Nigeria without upfront costs, allowing you to focus on what matters most—your creativity.
4. It’s a Fan Filter: The fans willing to invest in your merch are the ones who truly support you. They’re the foundation of your community—the ones who will stick with you through your creative journey.

Beyond Merch: Other Ways to Monetize

While merch is a powerful tool, it’s not the only way to turn your passion into income. Here are a few other ideas to engage your true fans and monetize effectively:

1. Exclusive Content: Offer behind-the-scenes content, tutorials, or early access to your work. Platforms like Patreon or YouTube memberships allow you to provide exclusive perks for fans who truly value your content.
2. Live Events and Meetups: Host events, workshops, or even casual meet-and-greets. True fans will jump at the chance to connect with you in real life.
3. Digital Products: Create e-books, presets, templates, or courses that reflect your expertise. These are low-cost to produce and can bring significant returns.
4. Collaborations and Shoutouts: Partner with other creators or brands that align with your values. Collaborations not only help you reach new audiences but also create opportunities for monetization.

The Takeaway: Quality Over Quantity

Success as a creator isn’t about the number of followers you have—it’s about the depth of your connections. By focusing on true fans, leveraging tools like merch, and exploring diverse monetization methods, you can create a sustainable career that thrives on genuine support.

At Buzzz, we understand that starting your own merch line can feel overwhelming, but it doesn’t have to be. That’s why we’ve built a platform that takes care of the heavy lifting for you—a top platform for creators to monetize fans in Africa. From production to delivery, we handle it all, letting you focus on creating and building meaningful connections.

Whether you’re ready to start small with a single T-shirt or dream of launching an entire merch line, Buzzz is designed for merch creation for African creators looking to monetize fans in the simplest way possible.

Ready to get started? Your fans are waiting, and so are we. 💜