Tiktok rides on ad-driven monetisation as creator fund remains elusive in Kenya

Tiktok has revealed that Wowzi, as a leading technology marketplace, will take on the role of creator management partner in its latest ad–driven monetisation push for Kenyan businesses.

This is among the two partnerships that the short video platform has entered into to manage operations in the local market.

In the deal Wowzi will empower Kenyan creators by offering mentorship, guidance, and enhanced opportunities to connect with brands and agencies.

While Aleph Holdings will transition TikTok's sales and support operations to Aleph's dedicated Kenyan team to link content creators with advertisers. In Kenya, content creators have over the years expressed concerns over the limited monetisation options compared to global markets.

While the platform has introduced various programmes to support creators worldwide, not all of them have been available in the Kenyan market, compared to its peers.

This has seen many diversify on alternative platforms or external sponsorships to generate income, as some of TikTok’s current financing programs have not been fully implemented within the country.

Other than the ad-driven monetisation, the firm says that initiatives such as the TikTok Creator Fund that pays local creators based on video views and engagement are not in discussion currently.

“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 says that currently, creators in Sub-Saharan Africa can earn through various features, such as LIVE Gifts, Video Gifts, Subscription and Work with Artists.

“But we continue to look for new ways to enhance our global offerings and will continue to do so as we learn from the feedback we get from our creator community,” the firm said.

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 some of the monetisation features has significant impact on creators, as many young Kenyans have turned to content creation as a means of livelihood, especially in a job market with limited opportunities.

The ability to monetise 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.