Content Monetization Dynamics Among TikTok Influencers in Nigeria: Strategies, Challenges, and Adaptive Market Practices

Over the last few years, TikTok has become one of the most notable social networking apps, allowing users to upload videos with the possibility of gaining popularity. This has given rise to the emergence of influencers native to the platform. While Global North–focused TikTok studies have empirically examined the media economics of this platform in various capacities, emerging markets have experienced a research dearth in this regard. To understand the strategies they employ to monetize, as well as the challenges they face in generating revenue, this study interviewed 23 Nigerian TikTok influencers between the ages of 19 and 26. We find that Nigerian TikTok influencers rely on a mixture of brand partnerships, sponsored promotions, referral systems, cross-platform visibility, collaborative growth strategies, and account-region bypass to generate income within a platform environment that offers limited direct monetization opportunities to creators. The findings further show that influencer labour in the Nigerian context is shaped by unstable payment systems, algorithmic dependence, brand distrust, and the constant pressure to remain visible and relevant. Beyond economic concerns, the study reveals that creators experience emotional strain arising from online harassment, body shaming, and the psychological demands of continuous self-presentation.