Chinese owned social media giant Tiktok. Photo | courtesy.
In a move that has left many Kenyan content creators frustrated, Chinese social media giant TikTok has revealed it has no immediate plans to monetize African creators, including those in Kenya.
Despite the platform’s successful rollout of monetization features for creators in the Americas and other regions, TikTok remains tight-lipped about when—or if—it will extend these benefits to African nations.
Carl Jordan, Head of Sales for Global Business Solutions at TikTok Sub-Saharan Africa, confirmed the platform’s stance in a recent statement.
“Our focus now is on creating communities and connecting creatives with brands. We don’t have a plan yet for paying African creatives, not at this stage,” Jordan said.
This revelation has raised eyebrows among Kenyan content creators, many of whom are among the most active and engaged users on TikTok globally.
In fact, Kenya boasts an impressive 10.6 million TikTok users as of early 2024, according to a report by ByteDance, the parent company of TikTok.
The absence of a monetization strategy for such a large and influential user base has left creators questioning why their region continues to be overlooked.
While TikTok has rolled out monetization options for creators in other parts of the world—most notably in the United States, Europe, and parts of Asia—the platform has so far only extended this privilege to South Africa in Africa.
This has led to growing concerns about whether the selection of regions for monetization is arbitrary or based on specific criteria.
The decision to exclude Kenya and other African countries from monetization schemes has sparked a wider conversation about the platform’s priorities and its approach to the African market.
Creators in Kenya, who rely on social media platforms like TikTok for income, have expressed their frustration over the disparity.
One creator, who requested to remain anonymous, said, “We’ve been creating content that resonates globally, attracting millions of views, but it’s disheartening to see that TikTok isn’t recognizing us the same way they do creators in other parts of the world. It feels like we’re being left behind.”
The question many are asking is why TikTok has chosen to prioritize certain regions over others.
While the platform’s monetization features, such as the Creator Fund have transformed the way content creators can earn a living, they are still largely inaccessible in countries like Kenya.
Instead, TikTok’s current focus seems to be on connecting creators with brands for sponsored content, rather than directly compensating them through in-app features.
Industry analysts suggest that the issue could be linked to several factors, including regulatory hurdles, local market conditions, and TikTok’s evolving strategy for the African continent.
Despite the lack of direct payments, TikTok’s growing user base in Kenya is undeniable.
The platform has become a significant outlet for creative expression and a source of income for many who are able to secure brand deals and partnerships.
However, the fact remains that, unlike their counterparts in regions where monetization is available, Kenyan creators continue to work without the financial support that TikTok offers elsewhere.
For now, it seems Kenyan TikTokers will have to wait and hope that the platform’s promise of greater opportunities in the future extends to them sooner rather than later.
As TikTok’s influence continues to grow, the pressure will likely mount for the company to offer fair and equal monetization opportunities for all creators, regardless of their location.
