DIGITAL SLAVERY OR DIGITAL OPPORTUNITY?
WHY AFRICANS SHOULD RETHINK TIKTOK
THE EXPLOITATION OF AFRICAN CREATIVITY
For years, the streets of Accra, Kumasi, and Lagos have become the unofficial film sets for the next viral TikTok sensation. From high-energy dance challenges to sharp-witted comedy skits, West African creators are the undisputed engine of global digital culture. But behind the millions of “likes” and “shares” lies a harsh, invisible reality:
THE “CREATOR FUND” DOES NOT SPEAK GHANAIAN.
As of 2026, TikTok’s direct monetization programs—like the Creator Rewards Program—remain locked behind geographical walls, primarily serving users in the US, UK, and select European nations. For the Ghanaian creator, this raises a fundamental question of justice:
IF YOU CANNOT MONETIZE YOUR SWEAT, WHY ARE YOU BUILDING THEIR EMPIRE?
THE VALUE GAP: WHO REALLY PROFITS?
When a creator in Ghana uploads a video that goes viral, TikTok wins. They keep users on the app longer, they collect valuable data, and they show ads to global audiences. However, the creator receives zero dollars in direct revenue.
In any other industry, this would be called exploitation. In the digital world, we call it “content creation.” We are essentially providing free labor to a multi-billion dollar tech giant while our local economy sees none of the dividends.
WHY “INFLUENCE” IS NOT ENOUGH
Many argue that TikTok is good for “exposure” and “brand deals.” While true for the top 1%, the average creator cannot pay rent with “exposure.”
• THE PAYOUT BARRIER: Even when creators receive “Gifts” during Live sessions, converting those virtual diamonds into real Cedis involves jumping through hoops and high third-party fees.
• THE ALGORITHM TRAP: Creators are forced to follow trends that satisfy a global algorithm rather than creating content that solves local problems or builds local businesses.
If TikTok won’t pay, it is time for West African creators to migrate their best content to platforms that recognize African bank accounts.
- YOUTUBE SHORTS & LONG-FORM:
YouTube remains the gold standard. With the YouTube Partner Program available in Ghana, creators can earn real ad revenue in dollars, paid directly to local banks.
- LOCAL MONETIZATION HUBS:
Platforms like SELAR and BLURBAY allow creators to sell digital products, courses, and exclusive content directly to their fans using Mobile Money (MoMo).
- AFRICAN-OWNED APPS:
New players are beginning to build “Africa-first” monetization models that prioritize local engagement over global vanity metrics.
THE VERDICT: TIME TO PIVOT
We must stop being just “users” and start being “owners.” If a platform refuses to open its wallet to our region, we should refuse to give it our best content.
The message to the youth of West Africa should be clear: Use TikTok as a billboard to find your audience, but move that audience to a platform that pays you. Don’t build your house on land you don’t own—especially when the landlord won’t even let you in the front door.
by Brundai cue