Meta has opened new avenues for content creators in Nigeria and Ghana to monetize their work on platforms like Instagram and Facebook. This development, which took effect this year, marks a departure from previous policies that barred creators with Nigerian and Ghanaian addresses from monetizing Facebook unless their pages were managed by eligible countries.
The announcement follows a statement made by Nick Clegg, Meta’s President of Global Affairs, in March 2024, promising a June launch of the feature. Clegg emphasized that monetization will extend beyond Instagram, allowing eligible Nigerian creators to monetize on Facebook as well.
As of May 2024, Facebook had over 50 million users in Nigeria and over 10 million in Ghana, according to NapoleonCat. This huge user base offers a substantial opportunity for content creators in these countries to tap into new revenue streams.
The approved feature allows creators to earn through various channels, including in-stream ads and Facebook Live ads. In-stream ads allow ads to be placed on new or existing videos, including live content. Meta’s system automatically detects natural breaks in videos for ad insertion, although creators can also choose their preferred placements.
Ad formats include pre-video ads that play before the video, mid-video ads that interrupt the content, image ads that appear below the video, and post-video ads that play after the main content. Earnings from these ads depend on factors such as advertiser demand and the number of video views.
Beyond in-stream and live ads, creators can also monetize through reel, bonus, and subscription ads, expanding their potential sources of income on Meta platforms.
This development comes in the wake of recent changes in Ghana’s tax landscape. In April 2024, Ghana-based content creators and influencers who earn from platforms like YouTube, X and TikTok were asked to pay taxes on their earnings. This requirement was extended to remote workers using platforms such as Fiverr and Upwork.
With the introduction of monetization on Meta platforms, it is possible that earnings from Facebook and Instagram will also be subject to taxation for creators in Ghana and possibly Nigeria.
The expansion of monetization opportunities is not limited to Nigeria and Ghana. In March, Clegg said Kenyan content creators will also have the chance to earn from Facebook and Instagram from June 2024, provided they meet the eligibility criteria.
This announcement follows a report from December 2023 that revealed that after a year of negotiations with the Kenyan government, Facebook and Instagram content creators in Kenya will soon be able to monetize their content on Meta platforms. Kenyan President William Ruto said this initiative will start with a pilot program involving skilled national creators before expanding to offer wider monetization options.
As Meta continues to expand its monetization capabilities in various African countries, content creators in these regions will benefit from new income opportunities, potentially transforming the digital content landscape in Africa.
