Kenyan content creators are increasingly turning content into cash, thanks to TikTok for Business, the commercial arm of the global short-video platform TikTok that formalises brand-creator partnerships in the local market.
Figures released to mark the platform’s first anniversary in Kenya show that more than **200 local creators collectively earned over Sh45 million (about USD 350,000) through brand collaborations facilitated under TikTok for Business in the year ending January 2026.
A Structured Ecosystem for Monetisation
TikTok entered Kenya’s commercial landscape in early 2025 with a strategy focused on localising its advertising, sales and creator engagement. The company partnered with regional digital agency Aleph Holdings to manage sales and ground operations, while creator-management platform Wowzi was tasked with identifying, onboarding, and supporting creators for branded campaigns.
This structure has helped Kenyan businesses — especially in fintech, retail, e-commerce and consumer goods — tap into TikTok’s mobile-first audience. Brands are now able to run targeted campaigns that combine performance metrics with creative storytelling driven by local voices.
Brands and Creators: A Business-Led Model
The revenue results reflect a broader shift in digital marketing in Kenya, where traditional channels like billboards and long-form TV ads are giving way to short-video formats tailored for smartphones. Kenyan brands such as Branch MFB, a microfinance institution, have deployed TikTok’s optimisation tools to scale customer acquisition efficiently, while e-commerce players like Kilimall recorded strong growth with integrated TikTok campaigns that drove more than 152,000 purchases.
Consumer goods companies have also benefitted: Godrej Aer’s TikTok creator collaborations generated over 10 million views and doubled month-on-month sales, demonstrating how user-generated content can translate into measurable market impact.
Creator Economy Takes Shape
For creators, this marks a new business model beyond follower counts and viral hits. While TikTok’s ad-revenue sharing features (like a direct creator fund) are not yet fully rolled out in Kenya, TikTok for Business has created a meaningful monetisation channel through brand deals and performance campaigns — a model that rewards authenticity and audience engagement.
According to platform executives, the first year’s performance illustrates how local talent has become central to brand growth — helping businesses connect with mobile-first consumers while building sustainable income opportunities for creators.
Looking Ahead
As advertisers deepen their investment in digital formats and refine how they measure impact from short-form video campaigns, the role of creators in Kenya’s broader marketing ecosystem is expanding. With this early commercial validation, TikTok for Business plans to deepen its presence and continue innovating its offerings for brands, agencies and the creator community.
