The battle over TikTok’s ownership has intensified, with U.S. lawmakers pushing for the app’s sale or an outright ban. Reddit co-founder Alexis Ohanian has voiced his support for TikTok being sold rather than banned, emphasizing the unfairness of allowing a Chinese-owned social media company to operate in the U.S. when American platforms are not allowed in China. But beyond geopolitics, the real question is: Will this finally bring fair pay and recognition to African content creators?
The Current Reality for African Creators
African creators have been at the heart of many viral TikTok trends, yet they struggle to monetize their content compared to Western influencers. While TikTok has opened doors for African voices, cultural movements, and brand partnerships. And monetization tools such as the Creator Fund and TikTok Shop remain largely unavailable in Africa. This leaves many creators relying solely on brand deals and external sponsorships to earn a living.
Several prominent African TikTokers have voiced their frustrations over TikTok’s unfair treatment. Despite creating viral dance challenges, catchy audios, and content that drives engagement worldwide, many African influencers feel overlooked. Their trends are often co-opted by Western creators, who then receive the credit and financial rewards.
The Potential Impact of a New Owner
If a U.S.-based company acquires TikTok, it could reshape policies around monetization, content visibility, and creator earnings. Here’s how this change could benefit African creators:
- Fair Monetization for African Creators – A new owner could extend monetization programs to Africa. Ensuring that creators are paid for their content.
- Better Payment Systems – African creators face difficulties receiving payouts due to restrictions on global payment platforms. A U.S.-led TikTok could integrate more accessible payment solutions.
- Recognition and Fair Credit – If ownership changes, there could be stronger policies to ensure African creators get proper credit for their original content and trends.
- More Brand Deals and Global Exposure – A shift in ownership might encourage more international brands to collaborate with African influencers, boosting their visibility and income opportunities.
The Risk Factor
However, a change in ownership does not guarantee fairness. If a major U.S. tech giant like Meta or Amazon buys TikTok, they may prioritize Western markets. Leaving African creators in the same struggle for monetization and visibility. There is also the risk of content restrictions or new policies that could make it harder for African creators to reach global audiences.
Now is the Time for African Creators to Demand Fair Pay
This moment presents an opportunity for African creators, digital advocates, and policymakers to demand inclusion in TikTok’s future. If TikTok is sold, African voices must be part of the conversation to ensure fair pay, proper credit, and equal opportunities.
Regardless of who owns TikTok, one thing is certain: African creators are shaping global digital culture, and they deserve to be paid fairly for it.
