We recently announced a bold new commitment to empower, upskill and train 3000 content creators across Sub-Saharan Africa, through our flagship #LevelUpAfrica programme designed to support the next generation of the creative industry. The announcement was made during a creator roundtable in Johannesburg, the eight-month programme aims to expand opportunities within the creative sector while driving opportunities for youth across South Africa, and the broader region.

The event brought together a dynamic set of audiences from creators, media and industry partners, to government leaders, including the esteemed Deputy Minister Jane Sithole of Small Business Development. The roundtable served as a powerful engagement platform, spotlighting Africa's growing creator economy and TikTok's continued efforts to unlock scalable, real-world opportunities for South Africans. According to G20 Insights, the creative economy is on a strong growth trajectory and could contribute up to 10% of global GDP by 2030. Attendees gained firsthand insight into how digital creativity is driving business growth, job creation, and cultural influence across South Africa.


"When South Africa called for the industry to open up for new creative talent to thrive, TikTok became the platform that did just that. The next generation of entertainers and entrepreneurs are here, and they're on TikTok. We recognise the responsibility that comes with that and today's announcement is proof that we are not just opening doors - we are building pathways for creatives to thrive, ensuring they have access to the professional tools, community connections and revenue opportunities they need to turn their passion into their profession," said Boniswa Sidwaba, Head of Content Operations, Sub-Saharan Africa at TikTok.


Empowering Creators at Scale - A worthwhile investment

As part of our ongoing commitment to fuel the creator economy, the #LevelUpAfrica programme will provide tailored training and strategic mentorship through a series of monthly virtual masterclasses, Q&A panels, and in-person events. Delivered by Special Effects Media South Africa, and fully funded by TikTok, the curriculum will feature a range of key topics including: content strategy, brand partnerships, monetisation, creator search insights, understanding the TikTok algorithm and more. Seasoned TikTok creators and platform staff will also join in as guest speakers and mentors.

"Africa is home to some of the most creative voices on the planet - but those voices often don't see the long term success they deserve, not because of a lack of talent or creativity, but a lack of access, structure, and support. TikTok’s investment into this programme - and their decision to deliver it through partners rooted in the region - signals a powerful shift from short-term reach to long-term relevance. When we get this right, we’re not just unlocking creators - we’re unlocking Africa." adds Danilo Acquisto, Co-Founder and CEO, Special Effects Media South Africa


Voices from the Industry and Community:

Deputy Minister Hon. Jane Sithole of Small Business and Development, said: "Empowering creators and digital entrepreneurs is key to unlocking South Africa's creative economy. TikTok's #LevelUpAfrica programme equips emerging talent with the skills and resources to build sustainable businesses, aligning with our goal to support small and medium enterprises and grow the digital economy."

Yolanda Ncokotwana, Head of Industry Development at NFVF notes, "The creative economy has shifted. Platform creators are not just entertainers, they're entrepreneurs, storytellers and cultural influencers who are reshaping how audiences consume and engage with content. That's why empowering these creatives at scale requires genuine collaboration between traditional industry players, platform providers, public and private institutions, brands and creators themselves."

Banele Ndaba, known as Moghelingz, a Rising Voices grant recipient, said, "Since starting my content creation journey and being part of the Rising Voices programme, my content has reached people locally and globally. The platform has changed my life. What started as content creation has grown into something much bigger. I've built a solid community and turned my creativity into a thriving career."

Tamia Nontsikelelo, Founder of fashion brand Tol'Thema, shared, "TikTok has unlocked doors that I never imagined. My customers tell me they've discovered my business on TikTok. Through the platforms' powerful algorithm, I've managed to expand my business, reach new customers and opened a physical store in Johannesburg to meet the growing online demand, offline too."