Kenyan TikTok creators cash in as platform fuels new revenue stream

More than 200 Kenyan creators earned $350,000 (Sh45.1 million) in brand deals during TikTok’s first year of formal commercial operations, highlighting how short-form video is transforming marketing and youth entrepreneurship.

By Nhlanhla Muthe, Senior Reporter

Kenyan digital creators are turning short-form video into real income as TikTok’s commercial rollout connects brands with a fast-growing ecosystem of influencers driving marketing, culture and youth entrepreneurship.

Kenya’s creator economy is rapidly shifting from viral moments to measurable income, as new figures show TikTok is becoming a serious commercial engine for digital talent and brands alike. In its first full year of formal local operations, Kenyan creators earned $350 000 (Sh45.1 million) from brand partnerships, a signal that short-form video is evolving into a structured revenue channel powering the country’s youth-driven digital economy.

TikTok says more than 200 Kenyan creators monetised their influence through its “TikTok for Business” framework, launched in early 2025 to formalise advertising, creator management and campaign performance for local agencies and brands. The platform’s partnerships with Aleph Holdings for ad sales and Wowzi for creator management have helped bridge global tech infrastructure with Kenya’s fast-growing creative scene.

“In just one year, we have seen Kenyan businesses unlock the true power of creativity and performance on TikTok,” said Jochen Bischoff, TikTok’s Head of Global Business Solutions for Africa. “Many industries in Kenya are now using full-funnel solutions to scale growth and connect authentically with digital audiences.”

The impact is visible across fintech, e-commerce, retail and consumer goods, where creator-led storytelling is increasingly shaping purchase decisions. Wowzi co-founder Mike Otieno says creators are no longer peripheral to marketing strategies.

“Talented Kenyan creators have become one of the strongest drivers of brand growth. Their authenticity and entrepreneurial mindset are translating into real commercial value,” said Otieno.

Kenya’s creator ecosystem is already producing digital celebrities with continental reach. Comedian and satirist Elsa Majimbo commands more than 3 million Instagram followers, while dancer and media personality Azziad Nasenya has built a TikTok audience exceeding 2.5 million. Creator Flaqo Raz, known for character-driven comedy, reaches roughly 1.8 million TikTok followers, illustrating how local storytelling resonates at scale.

Aleph Holdings’ regional director Jesudetan Onasanya said advertiser confidence is rising alongside creator professionalism. “We are seeing Kenyan brands embrace innovation and performance-driven campaigns that deliver measurable outcomes,” he stated.

With TikTok ranked among Kenya’s most-used social platforms and mobile consumption continuing to surge, the $350,000 (Sh45 million) payout reflects a maturing creator economy, one where influence is increasingly bankable.