During the recent engagement, the Malawi Communications Regulatory Authority (Macra) told local content creators that discussions are ongoing with global platforms such as Meta and YouTube. Kenya’s experience since 2023 shows that government-led dialogue can help open monetisation pathways. However, if monetisation opens today, are Malawian content creators ready to benefit fully?
There are flashes of excellence and some local creators already produce content that meets international standards in terms of storytelling, production quality, originality and consistency. Digital platforms use these standards to assess creators and determine a country’s readiness or eligibility for monetisation. Unfortunately, much of Malawi’s digital content culture is about chasing numbers—followers, likes and views—with little regard for standards.
This is typical of smaller markets where digital skills ecosystems are still developing. If monetisation arrives without adequate preparation, many creators will remain excluded and the lamentations may quickly shift from “Malawi is not monetised” to “monetisation is unfair”. While government engagement with platforms must continue, creators themselves must confront these realities.
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The State has a role in setting the necessary digital infrastructure and policies, including a Digital Economy and Creative Industry Framework that recognises content creation as legitimate economic activity. However, creators have an even bigger task: To prepare. Looking at countries that have succeeded, the difference is not talent, but strategy and investment.
Treat the long wait for the day Meta, TikTok or YouTube will formally start paying for original content from Malawi as a preparation window. Creators must shift from chasing numbers to building value. Followers, likes and views create visibility, but platforms monetise trust, consistency and retention.
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