Talks with TikTok, GCB, others set to formalise creator earnings

…as social media monetisation takes shape

By Ernest Bako WUBONTO

Government is close to securing formal monetisation agreements with leading social media platforms in a move set to open new income streams for domestic  content creators and plug them into a global digital economy projected to exceed US$480 billion by 2027.

Minister of Communication, Digital Technology and Innovations, Samuel Nartey George, disclosed that discussions are far advanced with TikTok and other platforms to roll out commercialisation frameworks in Ghana. The initiative will grant local creators access to revenue opportunities long enjoyed by peers in Europe and the US, including ad revenue sharing, creator funds, subscription models and brand partnerships.

“The digital creative space is no longer just for entertainment; it is a vibrant economic sector. Our youth are producing world-class content but remain excluded from the financial benefits their peers enjoy elsewhere. These negotiations will ensure Ghanaian creators can finally access global revenue streams,” Mr. George said.

A key hurdle remains payments, with PayPal still absent from the Ghanaian market. To address this, the ministry is engaging GCB Bank to serve as the primary payment channel for creators nationwide.

“GCB’s nationwide coverage makes it the best vehicle to create a secure, Ghanaian-owned payment rail that allows revenue to flow directly into the accounts of our creators, stimulating the local economy in the process,” the minister added.

As part of the plan, TikTok has agreed to host a training programme in Ghana to equip creators with knowledge on monetisation tools, brand collaborations and responsible use of the platform for education and business.

Mr. George made these disclosures during a courtesy call on the management of the Business and Financial Times (B&FT), where he stressed that, once a payment system is established, his ministry will work with the B&FT and other stakeholders to develop a policy framework guided by data and global best practices.

Chairperson of the B&FT, Dr. Edith Dankwa, commended the minister’s efforts, describing the initiative as “forward-thinking and crucial for the country’s creative economy.” She pledged the B&FT’s support in providing platforms for dialogue, policy alignment and continuous engagement to ensure successful implementation.

Globally, top creators on TikTok, YouTube and Instagram earn millions through platform-specific revenue schemes and brand partnerships. While Ghana’s market is smaller, the minister noted that monetisation could provide life-changing earnings for local creators, especially the youth, women and SMEs.

For many, this marks an unprecedented opportunity. TikTok creator Catherine Agyeiwaa, with more than 10,000 followers, told the B&FT she expects to earn at least US$200 monthly under the new framework – a sum she described as potentially transformative.

Government believes that, with proper structures, social media could emerge as a significant pillar of Ghana’s digital economy, creating jobs, expanding financial inclusion and offering young entrepreneurs a pathway to sustainable livelihoods.

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