Ghana Commercial Bank (GCB) is positioning itself to become a direct payment gateway for TikTok creators in Ghana, potentially eliminating costly third-party processors that currently reduce creator earnings. Bank officials presented the proposal during a meeting with Communications Minister Samuel Nartey George on September 2.

According to a press release, the initiative would leverage GCB’s existing technical infrastructure and connections with Mastercard and Visa networks to facilitate direct payments to creators through local banking channels, including card payments, mobile money transfers, and traditional bank deposits.

“This initiative is designed to offer Ghanaian content creators a secure and efficient way to access their earnings from viral videos and manage gifts received through the platform,” said Abraham Ferguson, Chief of Staff, who led the GCB delegation. “Our primary objective is to create a seamless and trustworthy payment channel that benefits Ghana’s digital creative community.”

The proposal comes amid growing attention to monetization challenges facing African content creators. South African Communications Minister Solly Malatsi recently highlighted that while TikTok’s Creator Fund empowers creators in the United States, Europe, and parts of Asia, “South African and African creators continue to be excluded entirely from this economic opportunity.”

Many African creators currently rely solely on brand deals, influencer opportunities, and live gifts for income, often losing significant portions to intermediary fees.

Integration with Expanding Creator Programs

TikTok has shown increasing interest in the African creator economy, recently launching #LevelUpAfrica to support 3,000 content creators across sub-Saharan Africa through training and mentorship. The platform is “committed to exploring ways to reward creators,” according to previous statements.

The GCB proposal received a positive response from Tokumbo Ibrahim, TikTok’s West Africa representative, who committed to reviewing its feasibility while ensuring compliance with regional regulations.

If approved, technical teams from both organizations would establish direct system integration, subject to oversight from Ghana’s financial regulators. Minister George actively endorsed the proposal, noting it would “ensure greater financial benefit for Ghanaian talent while deepening confidence in the digital economy.”

The collaboration reflects broader trends of financial institutions investing in Africa’s creator economy, following examples such as Sony Innovation Fund’s investment in the Kenyan creator monetization platform Twiva and Mastercard’s 2024 partnership with the influencer marketing platform Wowzi.

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