BY GCWALISILE MHLABANE
EZULWINI– Content creation is increasingly being recognized as a viable livelihood and a key driver of the digital economy in Eswatini, as government and industry stakeholders intensify efforts to strengthen youth participation in the country’s growing digital sector.
The Ministry of Information, Communication and Technology hosted a TikTok Digital Economy Masterclass at the ERS Auditorium in Ezulwini on June 3, 2026, where content creators, influencers, digital entrepreneurs, and youth innovators gathered to explore emerging opportunities within the rapidly expanding creator economy and its potential to generate sustainable income.
The engagement formed part of broader national efforts to position Eswatini within the global digital economy by equipping young people with practical knowledge on how digital platforms can be used not only for content sharing, but also for entrepreneurship, branding, and income generation.
The masterclass was led by TikTok Head of Government Relations and Public Policy for Southern Africa, Tholoana Ncheke-Mahlaela, who emphasized that the creator economy has evolved into a structured and professional ecosystem that rewards consistency, creativity, and strategic engagement.
“The creator economy is no longer a side activity. It is a structured ecosystem where creativity, when guided by consistency and discipline, can open real economic opportunities for individuals and communities,” she said.
She further noted that digital platforms are increasingly becoming legitimate economic spaces where young people can build personal brands, grow audiences, and develop sustainable careers through content creation.
“What excites me about Eswatini is the energy of young creators who are not waiting for opportunities, but are actively creating them through digital platforms. That is the future we want to support,” she added.
Participants were introduced to a range of monetisation features designed to help creators turn content into income streams and build long-term digital careers.
–LIVE Gifts: Creators were informed that audiences can send virtual gifts during LIVE broadcasts as a form of real-time appreciation and financial support. This feature allows creators to earn directly while engaging with their followers in live sessions, strengthening audience interaction and loyalty.
–Video Gifts: This feature enables viewers to reward eligible videos by sending gifts directly on content that meets platform requirements. When a video qualifies, a gifting stripe appears at the bottom of the content, allowing audiences to support creators based on performance and engagement.
–Campaigns and Partnerships: Creators were also introduced to paid collaboration opportunities with brands and organisations. These partnerships allow creators to participate in marketing campaigns, increase visibility, and generate income through sponsored content and brand collaborations.
–Additional resources: The platform also provides structured support tools such as the Creator Monetization Center, Creator Academy, in-app FAQs, and training programmes designed to guide creators on monetisation strategies, content development, and platform growth.
Eligibility requirements explained
Officials outlined that access to monetisation features is subject to specific eligibility criteria designed to promote safe, responsible, and sustainable platform use.
These include:
-A minimum age requirement of 18 years and above
-An account that is in good standing and compliant with Community Guidelines and Terms of Service
-At least 30 days of active account history
-Meeting follower or engagement thresholds depending on the feature, with some tools such as Video Gifts requiring over 10 000 followers in certain regions
Creators were further encouraged to manage monetisation settings through TikTok Studio, accessible via their profile dashboard, where earnings tools, analytics, and content performance insights can be monitored.
Stakeholders noted that the masterclass represents a growing national push to ensure that Eswatini’s youth are not left behind in the global digital transformation, but are instead actively participating as creators, entrepreneurs, and digital innovators.
The session concluded on a positive note, with participants expressing optimism that continued training, exposure, and access to digital tools will help strengthen Eswatini’s creative economy and open new pathways for youth employment and income generation.
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