Kenyan content creators are increasingly turning their passion for short-form videos into sustainable income, thanks to TikTok’s growing suite of monetisation features. From live gifting to subscriptions, creators across the country are leveraging the platform to build communities and earn money in the fast-growing digital economy.
TikTok’s Expanding Monetisation Model
TikTok, now one of the most popular apps in Kenya, offers creators several ways to monetise their content. The platform has been rolling out tools that reward creativity while encouraging stronger connections with audiences. These models include LIVE Gifts, Video Gifts, subscriptions, and the Work With Artist feature.
Boniswa Sidwaba, TikTok’s Head of Content Operations for Sub-Saharan Africa, said the tools are reshaping opportunities for African creators.
“African creators on TikTok have been rewarded for their creativity contrary to popular belief. We have a number of tools that our community across the continent can currently benefit from,” she explained.
“As a growing platform, we continuously test new products and features to ensure they bring maximum value and effectiveness for our creators.”
LIVE Gifts – By going live, creators can enable a feature that allows viewers to send virtual gifts during broadcasts. These gifts translate into real-world earnings, providing an incentive to produce engaging and interactive live content.
Video Gifts – For those who focus on pre-recorded videos, Video Gifts make every upload an earning opportunity. Fans can reward creators for their favorite clips, turning consistent posting into steady income.
Subscriptions – TikTok’s subscription feature allows influencers to charge a monthly fee for exclusive content or perks. This has given Kenyan creators a way to build dedicated fan bases while generating recurring revenue.
Work With Artist – A newer program lets creators collaborate with musicians to promote new songs and viral challenges. Rewards are tied to video performance, creating a mutually beneficial relationship between artists and influencers.
TikTok’s monetisation tools are seen as a critical part of building a sustainable creator economy in Kenya, where young people are increasingly looking to digital platforms for both expression and income.
Sidwaba emphasised TikTok’s commitment to creator growth:
“TikTok is committed to equipping creators with the best tools to find their community, grow their careers and transform their passions into sustainable income streams. Our suite of monetisation tools is designed to not only reward talent but also foster a vibrant community where diverse voices can thrive.”
With TikTok’s user base continuing to expand in Kenya, industry watchers say the monetisation opportunities are creating new digital jobs and giving young creators a pathway to financial independence. For many, TikTok has shifted from being just an entertainment platform to a serious business avenue in the digital economy.
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