I have been seeing a lot of posts about social media monetization

By Thomas Obote

Many people are wondering why creators in South Sudan still do not have access to monetization. The frustration is understandable. While the Creator Economy in South Sudan needs content improvement, some young South Sudanese have put in the effort and are producing impressive content, building loyal audiences, yet they remain excluded from opportunities that creators in other countries enjoy. To understand this issue, it is important to look beyond assumptions and examine how these platforms make decisions.

Monetization on major platforms is not simply a switch that can be turned on at any moment. It is tied to a country’s digital infrastructure, financial systems and regulatory environment. Companies like Meta, YouTube and TikTok need stable systems for payments, advertising verification and tax compliance. They must be able to confirm the identity of creators, send earnings securely and meet legal requirements in each country. South Sudan is still developing many of these structures, and the absence of reliable electronic payment channels creates a significant barrier. Without a strong foundation for digital transactions, global platforms hesitate to activate monetization because they cannot guarantee a smooth or secure process.

Another challenge is the limited presence of local advertising markets. Monetization is not only about paying creators; it is about connecting advertisers with audiences. Countries that enjoy these features often have competitive advertising industries that spend heavily on digital platforms. In South Sudan, the advertising ecosystem is still growing, and the volume of ad spend is relatively small. Platforms tend to prioritize regions where advertiser demand is strong, because that is where monetization becomes sustainable. Until the local digital economy matures, monetization remains difficult to justify from a business perspective.

Policy considerations also play a major role. Global platforms rely on national regulatory clarity around data protection, consumer rights, financial reporting and content governance. These frameworks help them assess risks and responsibilities in each market. South Sudan is still building its digital policy environment, and the absence of comprehensive regulations can make companies cautious. Monetization involves financial flows, user data and accountability structures, all of which require stable policies that define what is allowed and what must be monitored.

Even though these challenges are real, they do not mean the situation will remain this way forever. The rise of mobile internet use in South Sudan is expanding the audience for digital content. More businesses are exploring online advertising, and government institutions are slowly shaping policies around ICT growth, the clear indicator for this is the recent passing of the Cybercrime and Computer Misuse Bill 2025 and ongoing discussions about the Data Protection Bill. Creators themselves are becoming more skilled, more consistent and more visible beyond national borders. All these shifts contribute to the long-term case for enabling monetization in the country.

The path forward lies in strengthening the digital ecosystem. As financial institutions adopt modern payment systems, as the regulatory space becomes clearer and as the market builds more confidence in digital advertising, global platforms will have the conditions they need to activate monetization. South Sudan is still in the early stages of this journey, but progress is underway. For creators, this is a moment to keep building, keep refining their craft and keep expanding their influence. When the infrastructure finally catches up, those who have remained consistent will be the first to benefit.

Disclaimer: Aweil News Agency has no opinion on issues discussed in this article and no bias intended against any

person or institution. The opinion solely belongs to the author to whom the article is credited.