TikTok has quickly become one of the most influential platforms for digital expression in Kenya. From comedy skits to educational content and political commentary, young Kenyans are building communities and even careers around short video creation. Yet, while the creative energy is undeniable, the sustainability of monetization policies remains under question. For Kenya to truly benefit from TikTok’s economic potential, several key factors must be addressed.
Inclusive Monetization Opportunities
At present, TikTok’s formal monetization programmes are not fully available in Kenya. Creators largely depend on live gifts, video gifts, subscriptions, or brand sponsorships, which offer inconsistent income. Eligibility thresholds such as the requirement for at least 10,000 followers exclude a large number of talented creators who produce valuable content but lack the scale to qualify. The government and creators have urged TikTok to lower this requirement to 5,000 followers to open access to a wider pool. Making monetization tools more inclusive is a first step toward sustainability. However, inclusivity must go hand in hand with measures to maintain content quality, otherwise a flood of low-value videos could reduce viewer satisfaction and advertiser trust.
Local Payment Integration
One of the biggest barriers to creator sustainability is the lack of seamless payout systems. Currently, many creators must rely on third-party services, which come with delays, hidden charges, and foreign exchange complications. Kenya’s mobile money ecosystem, led by M-Pesa, offers a tested and trusted alternative. Integrating such local payment platforms would allow creators to receive earnings quickly and securely. This would not only simplify financial flows but also make monetization viable for creators in rural areas who may not have access to traditional banking.
Strengthening Policy and Legal Infrastructure
Sustainability is also about regulatory clarity. Creators need to know how their income will be taxed, how intellectual property is protected, and how to navigate content moderation. At the moment, there is uncertainty in taxation rules for digital creators, which leaves many vulnerable to penalties or informal arrangements. A supportive legal framework, as envisioned in the proposed Creative Economy Support Bill, could provide certainty and empower creators to treat their content as a legitimate business. At the same time, overregulation or vague censorship could stifle creativity and push creators to riskier or underground platforms. Balancing freedom with accountability is critical.
Building Local Trust and Presence
Kenya is one of the largest TikTok markets in Africa, yet the platform lacks a physical office in the country. Establishing local representation would demonstrate commitment, allow for faster dispute resolution, and build stronger ties with both creators and regulators. A local office could also provide training and capacity building for creators, helping them understand best practices in monetization, financial planning, and digital rights. Without this presence, many creators feel disconnected from TikTok’s decision-making processes.
Encouraging Financial Resilience Among Creators
Content creation can be highly volatile. Viral trends bring sudden spikes in earnings, but income often declines just as quickly. Encouraging creators to form savings and credit cooperatives or specialized financial institutions could help them stabilize their income. With access to financial planning tools, insurance, and credit, creators would be able to invest in better production quality and withstand the unpredictable nature of online platforms. Sustainability cannot depend on virality alone.
Expanding the Advertising Ecosystem
For monetization to have real impact, there must be sufficient advertising demand. In markets with lower purchasing power, advertising rates are usually much lower than in Europe or North America. Kenya will need to stimulate local ad spend, both from private sector brands and from government initiatives. The state has already proposed channeling some advertising budgets through digital creators, especially in areas like housing, health, and employment. While this offers new revenue streams, care must be taken to ensure that such partnerships do not compromise the independence of creators or reduce content diversity.
Transparency and Trust in Platform Policies
Creators often raise concerns about unclear rules, sudden demonetization, or unexplained drops in content reach. Without transparency and consistent enforcement, it is difficult to plan for growth. TikTok needs to provide clearer guidelines, robust appeal systems, and reliable communication channels. This transparency will build trust and encourage more creators to see content production as a long-term career path.
