Malawi is moving to unlock earnings for digital creators through new partnerships with Meta and TikTok, as regulators push to connect local content producers to global monetisation systems and expand the country’s digital economy.
The Malawi Communications Regulatory Authority (MACRA) said it is coordinating with the two platforms to explore how Malawian creators can begin earning directly from their content. The first round of structured engagements is scheduled for April in Lilongwe, where selected creators will meet platform representatives.
The initiative marks a shift from digital participation to economic inclusion. While Malawians have long accessed social media platforms, most creators have been unable to monetise their work. Authorities now see creator earnings as a pathway to jobs, income generation and new tax streams within the digital economy.
For years, Malawian creators have built audiences on platforms such as Facebook and YouTube without access to monetisation features available in larger markets.
These include advertising revenue programmes, creator funds and integrated brand partnership tools that allow influencers elsewhere to earn directly from their content. Local creators argue they generate engagement and value for global platforms but receive no financial return.
The situation reflects broader challenges across emerging African markets, where access to monetisation tools remains uneven despite rapid growth in internet use and social media engagement.
