For years, we have watched from the sidelines as content creators in the West and even our neighbours in South Africa turned ‘likes’ into livelihoods. Whether it’s a funny TikTok skit, a deep-dive podcast or an educational YouTube channel, the digital space has evolved from a playground into a multi-billion-Dollar global economy. However, what does this mean for us here in Eswatini? Is there actually a way for a liSwati to make a living behind a screen?
Monetisation isn’t just about fame; it’s about financial inclusion. For a country with high youth unemployment, the creator economy offers a ‘borderless’ career. When you monetise your content, you are essentially exporting Swati culture, talent and intellect to the world.
There are several platforms where emaSwati can actually start earning:
MTN ContentHub: A game-changer for locals. Launched to specifically help Swati creators, this subscription-based platform allows you to earn 33 per cent of every subscription fee directly into your Mobile Money account.
TikTok and YouTube: While traditionally difficult to access from our country, these remain the ‘gold standards’ for ad revenue and brand partnerships.Facebook: A sleeping giant for local creators. By switching to Professional Mode, emaSwati can earn through Facebook stars (digital tips from fans) and, for those with a high following, the Performance Bonus Programme, which pays for engagement on photos and text posts.
Despite our talent, we face a significant hurdle. Minister for ICT, Savannah Maziya, recently highlighted the core issue: “We were told our population is not large enough to attract global tech giants like Google individually.”
Due to Eswatini’s individual market size being small, we often find ourselves locked out of automated features like the YouTube Partner Programme. Furthermore, our reliance on cash and the slow integration of international payment gateways like PayPal makes receiving foreign currency a headache for many. We cannot change our population overnight, but we can change our strategy. The Ministry of ICT is currently pushing for Eswatini to negotiate as part of a SADC regional bloc. By aggregating our digital footprint with our neighbours, we gain the collective leverage needed to command a seat at the table with Big Tech.
For the individual creator, the solution lies in diversification. Don’t wait for YouTube ads. Use local platforms like MTN ContentHub, embrace the new Eswatini Payment Switch (EPS) for easier local transactions, and treat your content like a business from day one.
The digital doors are finally creaking open. It’s time for emaSwati to stop just consuming content and start cashing in on it.
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