Dennis Ombachi’s TikTok videos (SCREENSHOT)

On a sunny afternoon, Nelly Wahome mounted a smartphone on a tripod to film one of Mombasa’s tourist hotspots - Nyali Resort, a popular northern beach resort in Kenya.  

Wahome, 25, shared the latest video clip via her TikTok handle in a quest to enchant her followers with the day’s tourism scene along Nyali’s coastline. Within a few hours of uploading, her content attracted hundreds of views. 

“What began as a light-hearted experiment - a video on life in a tourist town I posted on TikTok a year ago - has surprisingly grown into something much bigger. My following has since tripled to nearly half a million,” Wahome told ChinAfrica. 

Amid a surge in the number of Internet users in her area, Wahome is upbeat about the onset of a new era in the creative economy, as young tech-savvy users become a key market for social media companies in the East African country. 

Wahome recently became the brand ambassador for a local tour operator, promoting their tourism offerings through her content. Not long ago, she also clinched a deal to upload some of her unique content on another local travel website, which earns her a steady income. 

The emergence of a creative economy in many parts of Kenya highlights the transformative impact of technology and social media on local communities. With favourable demographics, the country’s advertising and consumer markets are poised for strong long-term growth. This has drawn increased investment from major players such as Chinese tech giant ByteDance, the parent company of popular video-sharing platform TikTok, and Meta, the parent company of Facebook and Instagram. 

Tok the talk  

Social media content creators like Wahome are excited about these developments, believing that the collaboration will streamline the advertising process for Kenyan businesses on TikTok’s mobile video platform. Former Kenyan rugby player Dennis Ombachi became the overall winner of the inaugural TikTok Top Creator Awards in 2022. The sportsman and self-taught chef shares cooking videos with his 2.3 million followers on TikTok, where he goes by the name “The Roaming Chef.” 

Kenya is a global leader in TikTok usage, with 54 percent of Kenyans using it for diverse purposes, including content creation and sharing videos from their favourite creators, while 29 percent specifically rely on it for news, according to a news report by Reuters. 

As young, tech-savvy individuals become active participants in this digital landscape, they not only contribute to the growth of social media platforms, but also foster innovation and entrepreneurship within the region. 

For this reason, TikTok recently teamed up with two private Kenyan firms, Aleph Holdings and Wowzi, to expand its presence in the country’s fast-growing creative and business landscape. 

The partnerships are aimed at making it easier for businesses to advertise on the platform while giving local content creators more ways to monetise their work. 

Under the partnerships, Aleph Holdings will manage TikTok’s sales and support operations in Kenya, offering local businesses tailored advertising solutions. Wowzi will serve as the creator management partner, helping content creators to connect with brands and agencies to unlock new commercial opportunities. 

“These collaborations not only give Kenyan advertisers unmatched access to cutting-edge digital ad formats and tailored local support, but also open new doors for the immensely talented local creators to thrive and expand their presence on the platform,” said Carl Jordan, TikTok’s head of sales and global business solutions for Sub-Saharan Africa. 

Jordan noted that the collaboration aims to connect Kenyan content creators with potential advertisers, thereby enhancing their revenue opportunities and strengthening the local creative ecosystem. “Such partnerships reflect our commitment to fostering local talent and businesses, positioning Kenya as a key player in the global digital economy.” 

With Aleph Holdings’ involvement, media buying is expected to become easier for businesses, allowing them to pay in local currency and access direct insights from TikTok. Instead of relying on international payment systems, Aleph Holdings will manage TikTok’s ad operations in Kenya, streamlining the process for local businesses.  

“This partnership makes digital marketing more accessible and effective, helping Kenyan businesses to tap into TikTok’s massive audience,” said Stephen Newton, Aleph Holdings’ regional managing director for Sub-Saharan Africa. 

Bustling space  

The increase in Internet penetration across Kenya has opened up new avenues for economic engagement, enabling young people to leverage social media for various opportunities - from marketing their own creative ventures to influencing trends and reaching broader audiences. Investments from major companies like ByteDance and Meta signify not just the financial opportunities present in this market, but also underline the potential of Africa’s youth as valuable contributors to the global digital economy.  

To maximise the benefits of this creative economy, tech experts argue that a holistic approach can enable the next generation of creators in Kenya - and beyond - to fully harness the power of technology in shaping their economic futures. 

It is imperative that stakeholders, including government agencies, educational institutions and private investors, work collaboratively to provide supportive infrastructure, enhance digital literacy, and foster an environment where innovation can thrive. 

Recently, Kenyan President William Ruto signed a memorandum of understanding with Chinese ICT firm Huawei to promote digital transformation in the country. Gloria Wawira, chief executive officer of the National Youth Council, a state agency that promotes youth-centric policies and legislation, observed that China’s economic and technological progress offers valuable lessons for Kenya in its pursuit of a skills-driven fourth industrial revolution. 

The collaboration between China and Kenya can enable technology transfer and train young people, and also foster innovation and enterprise, making Kenya and Africa the next frontier - whether in business outsourcing or in remote work using technology,” Wawira said.