Social media commentator Street Hustler has cautioned that allowing monetisation on global platforms alone will not solve the deeper challenges faced by Zimbabwean digital content creators.
His remarks come after Information Communication Technology (ICT) Minister Tatenda Mavetera revealed that government is engaging major technology companies such as Google and Meta to explore ways for local creators to monetise their content.
Speaking to ZBC on Tuesday, Minister Mavetera said discussions with the global platforms were ongoing as part of efforts to grow Zimbabwe’s digital economy.
However, Street Hustler argued that even if monetisation is unlocked, many creators will still struggle to earn meaningful income due to how global advertising algorithms work.
He explained that platforms like Google AdSense pay creators based on CPM (cost per thousand views), which is heavily influenced by the geographic location of viewers.
“Getting monetisation is one thing, making actual money is another,” he said.
According to Street Hustler, audiences in high-income countries such as the United States, United Kingdom, Germany, Australia and Canada attract higher advertising rates because advertisers believe viewers in those regions are more likely to make online purchases.
“In simple terms, a creator with an American audience can earn up to US$7 per 1 000 views, while one with a Zimbabwean audience may get as little as 30 cents for the same number of views,” he said.
He added that Zimbabwe is often classified as a low-value advertising market because online shopping is limited and much of the economy operates informally.
“Zimbabweans don’t buy online on a national scale. The market is cash-based, so global advertisers don’t see value in spending money to show ads here,” he said.
Street Hustler also claimed that Meta’s systems have effectively excluded Zimbabwe from some monetisation programmes, making it even harder for local Facebook creators to earn revenue.
As a workaround, he said some Zimbabwean creators have resorted to temporarily relocating abroad or asking trusted friends or relatives outside the country to manage their accounts until monetisation is approved.
“The aim is to make the algorithm think you’re operating from Europe or another high-value market,” he said.
While welcoming government efforts to engage global tech companies, Street Hustler stressed that broader economic and digital reforms are needed if Zimbabwean creators are to earn sustainable incomes from their work online.
