South African creators shift from brand deals to equity and ownership

Digital creators in South Africa and across Sub-Saharan Africa are undergoing a structural shift in how they monetize their online presence. In South Africa, creators are moving away from a transactional model based on sponsored posts and brand ambassadorships toward a model centered on equity and ownership. This transition is driven by the need for long-term financial security against unpredictable algorithm changes and fluctuating marketing budgets.

To build compounding asset value, creators are adopting corporate media strategies, including in-house production, intellectual property retention, and direct-to-consumer brand building. For example, media personality Bonang Matheba transitioned from luxury endorsements to launching her own beverage venture, House of BNG.

In emerging markets like Sub-Saharan Africa, the growth of the creator economy is supported by increased smartphone accessibility and short-form video platforms. TikTok is actively investing in programs to help creators develop skills and find growth opportunities. In these markets, social proof—such as follower counts, views, and profile completeness—plays a critical role in establishing the initial credibility and trustworthiness required to attract audiences and monetization.