Nairobi – In a country bursting with digital talent, the question many Kenyan creators are asking is simple: when will we get paid fairly for our work?
It’s not for lack of effort. From TikTok skits to Instagram tutorials, Kenyan influencers, educators, musicians, and comedians are producing content that travels far beyond the country’s borders. But the road to earning a living from this creativity remains bumpy.
“We’re part of the global conversation,” said Victoria Kimani, a Kenyan musician and content creator. “But we’re not getting paid like it.”
Global Platforms, Local Frustrations
Efforts by the Kenyan government to improve digital opportunities are well underway. Mary Kerema, the Secretary for ICT and the Digital Economy, said in May that talks with global tech firms are ongoing. “We want to make sure our young people can earn from what they create,” she said during a panel earlier this year.
President William Ruto also announced last year that Kenya had reached agreements with platforms like YouTube, X (formerly Twitter), and Facebook to support local monetisation.
Following this, Meta rolled out in-stream ads and Facebook Reels monetisation tools in Kenya. But others, especially TikTok, have been slower to move. While Kenyan TikTokers can receive virtual “gifts” during livestreams, they are still barred from joining structured earning programmes like the TikTok Creator Fund, which are available to users in the U.S. and Europe.
This gap has become increasingly difficult to ignore.
“It’s frustrating,” said Juliet Odhiambo, a personal finance coach with over 40,000 followers across platforms. “I spend hours researching and creating content that helps people. But when I look at what creators in other countries earn for similar work, it’s discouraging.”
Building African Solutions, for African Creators
Faced with roadblocks from international platforms, some creators are turning closer to home.
Selar, a Nigerian-founded platform that launched in Kenya in 2024, offers one alternative. It allows users to sell digital products anything from music and online courses to e-books and comedy skits directly to their audiences. There’s no minimum follower count or approval process based on algorithms.
“Monetisation shouldn’t be reserved for the lucky few,” said Selar’s founder and CEO, Douglas Kendyson. “Whether you’ve got 10,000 fans or 100, you deserve to earn from your work.”
The model is catching on. According to Selar, over 11,000 Kenyan creators have signed up since the launch. And for many, it’s the first time they’ve earned consistent income online.
“We’re seeing people from all walks of life authors, stylists, musicians finally turning their creativity into a livelihood,” Kendyson said. “It’s a shift from relying on big platforms to taking control of your own value.”
A Growing Movement, but Still a Long Road
Kenya’s engagement with global platforms continues. TikTok, for its part, has said it’s exploring ways to support African creators, but has not given a timeline for expanding its monetisation schemes.
Digital policy experts say the government has a key role to play in pushing for fairer terms.
“There needs to be more urgency,” said Angela Wamuyu, a digital rights advocate in Nairobi. “African content is global content. But until the systems reflect that, creators will be working at a disadvantage.”
For now, creators like Kimani and Odhiambo are hedging their bets staying active on global platforms, while also exploring homegrown alternatives.
“We want to tell our stories and build our businesses,” said Odhiambo. “If the big players won’t open the door, we’ll go through the window.”
And as platforms like Selar continue to grow, they may just provide that window one that doesn’t wait for permission to open.
About the Author
