Can African Creators Really Make Money On TikTok? Inside Nigeria’s Monetisation Struggles
TikTok has become a global phenomenon, empowering users to showcase creativity through short, engaging videos. In Nigeria and across the African continent, the platform has opened doors for a new generation of digital creators. With skits, dance challenges, social commentary, and lifestyle content dominating feeds, many young Nigerians now look nike revolution 7 to TikTok as a viable means Cheap Poligo Jordan Outlet , Women's Off - air jordan 1 mid gs black red white - White™ x Air Jordan 4 "Sail" Release of income. But beneath the surface lies a growing frustration over monetisation difficulties and unequal access to revenue opportunities.
Despite boasting millions of active users from Africa, TikTok’s revenue-sharing policies nike monster sb green red light hair color, Украина #142909159, elastico nike air max 90 futura valentines day, кроссовки женские найк аир макс 90 , кроссовки женьше найк эир макс — цена 2400 грн в каталоге Кроссовки ✓ Купить женские вещи по доступной цене на Шафе remain skewed, leaving most Nigerian creators outside the monetisation loop. Unlike their counterparts in the United States, United Kingdom, or parts of Asia, many African content creators are unable to access TikTok’s Creator Fund or benefit from in-app monetisation features due to geographical restrictions. For creators hoping to turn their content into cash, the question remains: is the hustle really worth it?
In this report, OSUN DEFENDER examines the challenges facing Nigerian TikTok creators and explores the complex dynamics preventing them from earning consistent income on the platform. From algorithmic limitations to data costs and brand partnerships, the realities of monetising content in Africa are far more complicated than viral views and follower counts suggest.
1. Limited Access to Creator Fund and Revenue Tools
TikTok’s Creator Fund, launched in 2020 to reward popular creators, remains largely inaccessible to African users. While creators in countries like the US, UK, France, and Germany can earn directly from their content views, Nigerian creators are excluded from this programme, as TikTok has not yet rolled it out in most African countries. This disparity leaves local creators relying heavily on alternative methods like influencer marketing, donations, or off-platform income.
For rising stars in Nigeria, this restriction is a major setback. Many who have amassed hundreds of thousands of followers and generated millions of views are shocked to learn they are not eligible to earn a kobo from their efforts through the platform’s official monetisation channels. “You might be popular, but you’re still broke,” said a Lagos-based creator who preferred anonymity. “Without brand deals or gifts during live sessions, you’re essentially working for exposure.”
While TikTok claims to be “exploring ways to support African creators,” there’s little clarity on when or if the Creator Fund will become available in Nigeria. For now, the platform continues to profit from African content without directly compensating its creators.
2. The Cost of Content Creation in a Data-Heavy Economy
Creating consistent content on TikTok isn’t just about creativity—it’s expensive. Nigerian creators often contend with high data costs, irregular electricity supply, and expensive production equipment. For those outside major cities, poor internet infrastructure further complicates content uploads and livestreams, making it difficult to keep up with trends and audience engagement.
Unlike their Western counterparts who enjoy fast, affordable broadband and subsidised utilities, Nigerian creators operate in a resource-strapped environment. The average content creator in Nigeria spends a considerable portion of their income on mobile data alone. When monetisation is limited or non-existent, many creators struggle to sustain their presence on the app.
Some creators turn to short-term gigs, photography, or freelance work just to fund their content. While passion fuels many of these efforts, it raises a tough question: how long can creators survive without guaranteed returns?
3. Algorithm Bias and Regional Disadvantage
TikTok’s algorithm is designed to promote content based on engagement metrics, but many African creators believe the system favours creators from Europe, Asia, and the Americas. Several Nigerian TikTokers have expressed frustration that their videos—though creative and well-executed—struggle to go viral compared to similar content from other regions.
This perceived algorithmic bias discourages many local creators who feel they must work twice as hard for half the visibility. It also affects brand partnerships, which are often tied to metrics like reach and follower growth. With limited monetisation and diminished visibility, African creators find themselves sidelined both by the algorithm and advertisers.
In response, some creators have started forming community groups and cross-promoting each other’s work in a bid to increase engagement and bypass the platform’s opaque ranking system. However, without structural change, the playing field remains uneven.
4. Brand Deals: A Lifeline, But Not a Guarantee
With TikTok monetisation out of reach, most Nigerian creators turn to brand deals as their main source of income. Influencer marketing is growing in Nigeria, with companies increasingly leveraging TikTok to reach younger audiences. However, brand partnerships are often limited to creators with a large following, excluding newer or niche voices.
Moreover, these deals are typically informal and underpaid. Creators report being offered free products or “exposure” in exchange for content, a practice that undervalues their labour.
Others are misled by intermediaries or lack the legal knowledge to negotiate fair contracts, resulting in exploitation.
Only a small fraction of creators consistently secure high-paying endorsements. For the rest, income is erratic, and the pressure to maintain viral relevance can be overwhelming. While brand deals offer a lifeline, they are no substitute for a formalised, platform-supported monetisation model.
5. The Push for Policy Change and Local Innovation
In the face of these challenges, Nigerian creators and digital advocates are calling for TikTok to expand monetisation features to Africa. Campaigns and petitions are gaining traction, urging the platform to recognise the continent’s vibrant creative community and include it in revenue-sharing schemes.
Meanwhile, some creators are exploring local platforms or leveraging TikTok to drive traffic to monetised YouTube channels, merchandise sales, or affiliate marketing links.
A few have built personal brands strong enough to launch businesses, turning short videos into long-term value.
Still, these successes are the exception, not the norm. Until TikTok creates a level playing field, the question of whether African creators can really make money on the platform remains largely unanswered. As the digital economy grows ir jordan 4 tour yellow 200, so too must the demand for inclusion, fairness, and structural support for Africa’s rising creative talents.
Sodiq Lawal is a passionate and dedicated journalist with a knack for uncovering captivating stories in the bustling metropolis of Osun State and Nigeria at large. He has a versatile reporting style, covering a wide range of topics, from politics , campus, and social issues to arts and culture, seeking impact in all facets of the society.
