South Africa, Sept. 25 -- For brands, TikTok One adds another layer to the creator-marketing ecosystem, making creator discovery more structured and giving brands more ways to turn creator content into advertising.

TikTok reports that globally, the number of creators receiving rewards through TikTok One grew 90% year-on-year between June 2025 and May 2026, and creators took part in more than twice as many TikTok One brand collaborations each month.

Worth noting: those are global figures, not South African ones, so they shouldn't be read as a forecast for local creator earnings.

The real South African opportunity depends on whether brands actually move budget into these creator-led models.

The infrastructure is increasingly in place; t...