Zambian comedian Aaron Dominic has said that comedians in the country are not taken seriously in the entertainment industry and continue to face difficulties earning income from social media platforms.
Despite growing audiences on platforms such as TikTok and Facebook, many local comedians say monetisation remains limited, forcing them to depend on brand partnerships, advertising deals and other income streams.
Mr Dominic said social media in Zambia is currently more centred on entertainment than financial gain, although it holds potential for future income generation.
“I use social media mainly for entertainment, but I expect it to generate income at some point, especially after advertising for people,” he said.
He noted that, unlike in other countries, content creators in Zambia do not benefit from direct platform payments.
“Here in Zambia, it is not monetised; people earn money through brands,” he said.
Mr Dominic added that there are ongoing efforts to improve monetisation systems for creators.
“They are pushing and trying to find ways for creators to start earning directly,” he said.
Another comedian, Mutale Chewe, popularly known as Solontoni Comedy, said income on TikTok is largely tied to promotional content.
“On TikTok, I do not get paid unless I am advertising for someone,” he said.
He explained that while some creators earn through virtual gifts during live sessions, comedy alone is not enough to sustain a livelihood.
“Being a comedian is not the only thing we do; we also have part-time jobs,” he said.
Meanwhile, Lucky Hangwani, also known as Lucky Comedy, said most of his earnings come from activities outside social media.
“Facebook does not pay us,” he said.
“The only way I make money is through advertising, brand ambassador roles, MC work and performances at events,” he added.
Mr Hangwani also observed that comedians in Zambia are often undervalued.
“In Zambia, comedians are not taken seriously; people think it is just for fun compared to other countries like Zimbabwe,” he said.
Despite these challenges, comedians remain optimistic that improvements in digital monetisation systems will eventually allow them to earn directly from their online audiences.