Wait for social media pay continues

Malawi Communications Regulatory Authority (Macra) has said monetization on social media for creators in the country will only take off once platforms such as Meta and TikTok complete arrangements with the government.

Macra Communications Manager Clara Ngwira said that they cannot independently activate monetisation because the programmes are controlled by the platforms.

“Social media monetisation is largely platform driven. Macra does not independently switch on monetisation for platforms such as Facebook, Instagram or TikTok,” Ngwira said.

She said this in an interview following a follow-up on government plans to introduce monetisation by the end of the year.

Ngwira said the government was working towards expanding opportunities before the end of this year but was quick to say that the launch date would depend on the outcome of ongoing talks with the platforms.

“Macra has already engaged Meta and TikTok to understand their requirements identify opportunities for Malawian creators and address regulatory issues,” she said.

She said the next steps include finalising eligibility and payment arrangements, clarifying compliance matters and preparing creators to participate.

In April this year, Meta and TikTok teams visited Lilongwe for a meeting with creators.

Following this meeting, creators said they were looking forward to progress on monetization to help the creative sector generate forex for the country.