Tiktok confirms no progress on monetisation of Kenyan content

TikTok will not be monetising content for Kenyan creators soon, it announced on Wednesday.

The short video platform revealed that it has no plans for the local market despite revealing last year that monetisation is in the pipeline for Kenya and other key markets.

In Kenya, content creators have over the years expressed concerns over the lack of monetisation options.

Many rely on alternative platforms or external sponsorships to generate income, as some of TikTok’s current financing programs have not been effectively implemented or promoted within the country.

While the platform has introduced various programs to support creators worldwide, these initiatives have yet to make an impact in the Kenyan market, compared to its peer, South Africa, which is already monetised.

“On monetisation, we have no plans at the moment that we can communicate at this time for Kenya,” said TikTok’s Head of Sales for Sub-Saharan Africa, Carl Jordan, to The Star.

TikTok’s Director of Public Policy and Government Relations, Fortune Mgwili-Sibanda, had late last year hinted at a plan to monetise content for Kenyan creators.

“So this is a big focus for us. And we’re hoping sooner rather than later we can share some awesome news with you guys on turning on those features for Kenyan publishers and even individual creators,” Mgwili-Sibanda explained.

A report titled “Africa Creator Economy (2024)” highlighted that lack of support and funding (24.7%) and limited monetisation options (22.8%) are among the top challenges for creators in the region.

According to local experts, the delay in implementing direct monetisation features has significant implications for Kenyan creators.

Many young Kenyans have turned to content creation as a means of livelihood, especially in a job market with limited opportunities.

The ability to monetize content directly on platforms like TikTok, Facebook, and Instagram would provide a more stable and predictable income stream, enabling creators to invest more in their content and grow their audiences.

This is coming at a time that TikTok has announced two major partnerships in Kenya, teaming up with Aleph Holdings and Wowzi to enhance its operations and support local creators.