Why we need monetization of content in Botswana

Good morning 😃☀️🌞, let’s get into it

Here’s the updated-deep dive into content monetization in Botswana, why it matters for youth unemployment, the current digital ad landscape, and the legal frameworks needed to get it off the ground:

I believe we still need monetization of content in this country. It’s necessary but the promises are being delayed regarding it, let’s see what has been surrounding this in Botswana

1. Recent Momentum on Local Monetization

• In February 2025, the government officially entered negotiations with Google, TikTok, and Meta to enable monetization for Botswana-based creators—meaning creators can finally start earning ad revenue directly from their content  .

• As Minister Jacob Kelebeng emphasized: “WE WANT THE YOUTH TO MAKE MONEY!”  .

This is important for youth unemployment:

• Botswana’s youth unemployment rate remains high (~38%)  .

• Allowing monetization provides a direct income stream, enabling young professionals, students, and creatives to earn legitimately—from anywhere, at home or online—without needing to emigrate or rely on unstable gigs.

2. The Digital Advertising Market: A Foundation to Build On

While Botswana’s digital advertising ecosystem is still modest, it’s growing steadily:

Total digital ad spending in Botswana is estimated between US$30–40 million annually, with steady 5–7% annual growth. Not massive by international standards, but a meaningful and expandable base for creators.

how the digital ad market size converts into Botswana Pula:

• US$30 million × 13.6 ≈ P 408 million

• US$40 million × 13.6 ≈ P 544 million

So, the total available digital ad spend in Botswana is approximately P 400–550 million per year.

What This Means for the Youth

1. A Healthy Starting Budget
   – With P 400–550 million circulating annually, the digital ad space may be modest globally, but it’s substantial enough to sustain local creators and attract SME advertising partners.

2. Viable Income Potential
   – Creators earning even 1–5% of total ad spend can see annual revenues of P 4–27 million, allowing them to build full-time digital careers—critical for reducing youth unemployment.

3. Scalable Opportunity
   – As more local businesses shift from traditional media to online campaigns, this ad pool could grow—meaning more content demand and rising creator earnings over time.

• Digital ad market ≈ P 400–550 million/year

• Creator revenue pool (1–5%) ≈ P 4–27 million annually—enough for sustainable full-time digital careers.

What if 3,203 Batswana creators were monetized?

Assume the total available creator revenue pool from monetization (1–5% of Botswana’s P400–550 million digital ad market) is:

• Low estimate: P4 million/year

• High estimate: P27 million/year

Now let’s see how that could be distributed among 3,203 monetized creators:

What This Shows

• Even if creators only captured 1–5% of total ad spend, thousands of them could earn side or even main income.

• Creators in the top 10% (320 of 3,203) could earn significantly more through:
  

  • Brand partnerships

  • Sponsored content

  • Direct fan support (e.g. Patreon, TikTok Gifts, etc.)

Why This is Powerful

1. Decentralized opportunity
   – Anyone with internet and a phone can start. It reduces the urban vs rural gap.

2. Creative industry growth
   – Monetization leads to professionalization: production crews, editors, sound engineers, marketers—more jobs beyond the creator.

3. Youth empowerment
   – Young Batswana don’t have to wait for jobs—they can create their own paths, gain global audiences, and influence culture.

4. Local advertising multiplier
   – SMEs will increasingly spend with local creators instead of traditional media, recycling money in the local economy.

3. Boosting Monetization: Key Legal & Policy Reforms Needed

To translate negotiation into reality, Botswana may need to implement:

1. Copyright & IP Recognition:
   

   • Ensure digital content by Batswana is legally recognized overseas so global platforms can link ad revenues safely to local creators.

2. Tax Framework for Digital Income:
   

   • Create fair, transparent tax rules for overseas ad revenue (like YouTube, TikTok), ensuring creators are taxed like freelancers with clear thresholds.

3. Payment Infrastructure:
   

   • Support multi-currency digital payments—via services like Payoneer, Wise, or PayPal—or work with banks to facilitate ad revenue withdrawals.

4. National Creators’ Registry:
   

   • A verified registry (via BDC or Digital Botswana Authority) could streamline platform onboarding and signal Botswana’s policy readiness.

5. Data Privacy & Platform Agreements:
   

   • Negotiate data-sharing protocols that align with GDPR-type standards, allowing Meta, TikTok, and Google to operate ad services legally from Botswana.

6. Local Ad Ecosystem Support:
   

   • Incentivize local ad spend via creators, such as subsidized campaign rates for SMEs working with local influencers and content teams.

4. How This Helps Curb Youth Unemployment

• Economic independence: Monetization allows young creatives to build careers from home without relocation.

• DIY entrepreneurship: Students and professionals can grow side-income streams that can scale into businesses.

• Ecosystem development: More monetizable creators attract advertisers, which builds local digital agencies and jobs.

• Skill multiplier: Monetization encourages quality storytelling, video/audio skills, analytics, and audience-building.

• Retention of talent: As creators can live and earn in Botswana, brain drain slows.

5. You need to do the following:

If you’re a creator or aspiring one, consider these action steps:

• Build a platform-ready portfolio (YouTube, TikTok, Instagram Reels).

• Track development: Monitor negotiations and policy updates—especially around payments, tax, and content rights.

• Connect with peers: Join creator communities or incubators to learn ad strategies and metadata best practices.

• Explore local ad deals: Partner with SMEs offering contextual content over traditional banner ads.

• Push for registry support: Advocate for a national creators’ registry or advocate via youth associations.

References

1. Reddit – r/Botswana
   

   • Minister Jacob Kelebeng’s Statement on Youth Content Monetization
     Source: Reddit Thread - r/Botswana

2. Statista – Botswana: Digital Advertising Market Size
   

   • In-app ads, social media, and banner ad revenue projections.
     Sources:

   • Digital Advertising in Botswana – Statista

   • In-app Advertising Revenue - Botswana - Statista

   • Social Media Advertising - Botswana - Statista

3. Trading Economics – USD to BWP Exchange Rate
   

   • Current exchange rate: 1 USD ≈ 13.6 BWP
     Source: USD to BWP - Trading Economics

4. World Bank – Botswana Youth Unemployment
   

   • Youth unemployment rate: ~38%
     Source: World Bank Data - Botswana