General

EZULWINI – Eswatini content creators can now officially earn money through TikTok after government secured access to the platform’s monetisation features available in the country.

Local content creators will be able to earn income through monetisation features that rely on audience support through virtual gifts rather than direct payments for views. It was revealed that three monetisation options are currently available.

Live Gifting is one of the features, while Video Gifting is another. In addition, many creators have been able to secure brand partnerships and collaborations through TikTok.

The development was announced by Minister for Information, Communications and Technology Savannah Maziya during a TikTok Content Monetisation Workshop held at the Eswatini Revenue Service (ERS) auditorium yesterday.

It was said this marks a breakthrough for local content creators who have long complained that they were unable to earn revenue directly from TikTok despite generating significant audiences.

Maziya said government had actively engaged TikTok to ensure Eswatini was not left behind in the rapidly growing creator economy.

“I can safely say that actually, we are able to monetise as of today,” she said.

The minister described content creation as one of the careers of the future and said digital platforms could play a significant role in reducing youth unemployment.

“The careers we had before are no longer the careers we are going to have in the future. We need to prepare our people for those careers and those businesses,” she said.

She said unlocking monetisation opportunities formed part of government’s broader efforts to create employment and income-generating opportunities for young people, especially those living in rural areas.

TikTok clarified that Eswatini creators would not yet have access to the platform’s Creator Rewards Programme, which pays creators directly based on video views and performance.

Instead, creators in Eswatini will initially benefit from gifting-based monetisation tools, including Live Gifting and Video Gifting, as well as brand partnerships.

The minister welcomed the development, saying it represented the beginning of broader monetisation opportunities that could expand in future.

“This is the start. Today, we are going to get a few platforms that you can already get paid for,” she said.

Maziya also reminded creators that earning income from content creation comes with responsibilities.

“You are a business now. You must have responsibility. There is no free lunch. When you are paying tax, it means you are making money,” she said.

Acting Eswatini Communications Commission (ESCCOM) Chief Executive Officer Fikile Gama described the development as a major milestone for the country’s digital economy.

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Register and operate openly - ERS

EZULWINI - One of the most important steps for any creator hoping to build a business is to register with ERS.

Eswatini Revenue Service (ERS) representative Cebolenkhosi Mahlalela said many people fear engaging with tax authorities, yet formalisation is one of the most important steps for any creator hoping to build a business.

“We are interested in anyone who is making money,” she said.

Mahlalela encouraged creators to register their businesses and income-generating activities rather than operating informally. “The more you work in the open, the easier it is for us to understand your business and guide you accordingly,” she said.

She warned that failing to register leaves authorities guessing how much a person earns, which can create unnecessary complications.

“Tax compliance is not only a responsibility. The tax burden should be shared fairly by everyone generating income,” she said.

Mahlalela added that creators can access tax services through the ERS online platforms and the ESWATI mobile application.

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Eswatini gets gifts, not view payments

EZULWINI – While TikTok monetisation is now available in Eswatini, creators will not be paid directly for views like creators in some major international markets.

TikTok Head of Government Relations and Public Policy for Southern Africa Tholoana Ncheke-Mahlaela clarified that the monetisation options currently available in Eswatini are Live Gifting, Video Gifting and brand partnerships.

Under Live Gifting, viewers watching a livestream can send virtual gifts with monetary value to creators.

Video Gifting allows viewers to send gifts on eligible videos. For Video Gifting, creators must be at least 18 years old, have a minimum of 10 000 followers, comply with TikTok’s community guidelines and have an account that has been active for at least 30 days.

Once a video becomes eligible, TikTok displays a monetisation icon on the content. “How much you make depends on how the community engages with your content and whether they gift you,” said Ncheke-Mahlaela.

She explained that likes, comments and views alone do not generate income under the gifting model. “If you are being gifted, then there is a monetary value that you can realise from that particular video or piece of content,” she said.

TikTok also recognises brand partnerships as a form of monetisation, where businesses pay creators to promote products, services or events to their audiences.

*Full article available on Pressreader*  

The Minister for ICT Savannah Maziya, the Principal Secretary in the Ministry Andreas Dlamini, members of the ministry’s portfolio committee, ministry staff and TikTok representative Tholoane Ncheke-Mahlaela with local content creators at the workshop yesterday. (Courtesy pic)

The Minister for ICT, Savannah Maziya, delivering her address at the workshop yesterday.

TikTok Head of Government Relations and Public Policy for Southern Africa Tholoana Ncheke-Mahlaela explained that the monetisation features currently available in Eswatini depend on audience support through virtual gifts rather than direct payments for views.