NAIROBI, Kenya- Kenyan content creators are buzzing with anticipation, but it seems they’ll need to hold their breath a little longer.
Despite their persistent push for direct monetization, TikTok has yet to greenlight this feature in Kenya, leaving creators to rely on existing avenues for income.
However, the short-form video giant is hinting at future developments that could change the game.
In a recent discussion, TikTok’s Director of Government Relations & Public Policy for Sub-Saharan Africa, Fortune Sibanda, addressed the elephant in the room—direct monetization for Kenyan creators.
While there’s no concrete timeline, TikTok has begun talks with the Kenyan creator community to explore possibilities.
Sibanda acknowledged that monetization is a top priority for creators, stating, “We have had this conversation with the Kenya creator community and it’s one question they have been asking us.
We told them that as TikTok we have a variety of ways of monetizing such as gifting or payment by brands.” He hinted at future announcements, urging creators to “watch this space” as TikTok continues to develop new monetization features .
This isn’t the first time TikTok has teased monetization features for Kenya. Back in December 2023, the platform announced plans to launch a subscription model by June 2024.
The model, dubbed “Series,” was to be available to creators who meet certain criteria, including having at least 10,000 followers and 1,000 authentic video views in the last 30 days. However, TikTok has yet to confirm the rollout, leaving creators in limbo .
While monetization may be the hot topic, TikTok isn’t taking its eye off safety. The platform recently launched a Safety Advisory Council for Sub-Saharan Africa, signaling its commitment to enhancing user safety across the region.
This move is part of a broader strategy to make TikTok a safer and more positive space, especially in Kenya, where TikTok usage is soaring.
According to the Reuters Institute Digital News Report 2023, Kenya leads the world in TikTok usage, with 54pc of the global user base tuning in from the country.
A significant portion of this activity—29pc to be exact—is centered around news consumption, showing how integral TikTok has become to staying informed .
To bolster safety efforts, TikTok has appointed Kenyan Lillian Kariuki as one of the eight members of the Safety Advisory Council for Sub-Saharan Africa.
As TikTok continues to expand its footprint in Kenya, both creators and users alike are keenly watching for the next big announcement.
For now, Kenyan creators will need to navigate the existing monetization options, like brand partnerships and in-app gifting.
