Kenyan TikTok Users Lead Global Usage, But Monetisation Remains Elusive

Kenya has emerged as a global leader in TikTok usage, with more than half of its population actively engaging with the platform. Despite this impressive growth, Kenyan content creators continue to face challenges in monetizing their content on the platform. While TikTok had previously announced plans to introduce a subscription model in Kenya by June 2024, the company has yet to confirm the rollout of this service, leaving creators in limbo.

According to the Reuters Institute Digital News Report 2023 survey, Kenya leads the world in TikTok usage, with 54 percent of global activity attributed to Kenyan users. Notably, 29 percent of TikTok activity in Kenya revolves around staying informed with news updates, demonstrating the platform’s role as a key source of information for the country’s youth. TikTok’s popularity among Kenyans aged 18 to 24 further underscores its influence, with 44 percent of respondents indicating regular use of the platform.

Despite its widespread use, TikTok has yet to provide direct monetization options for Kenyan creators. This has been a point of contention, as local content creators have been urging multinational social media companies like TikTok to develop ways to compensate them for their content. In response, TikTok has acknowledged these concerns and initiated discussions with Kenyan creators to explore potential monetization strategies.

Fortune Sibanda, TikTok’s Director of Government Relations & Public Policy for Sub-Saharan Africa, acknowledged the concerns raised by Kenyan creators. “We have had this conversation with the Kenyan 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,” Sibanda stated during a recent roundtable discussion.

While TikTok currently offers indirect monetization methods, such as brand partnerships and user gifting, creators are seeking more direct forms of compensation. Sibanda assured the community that TikTok is actively considering their requests and plans to develop new monetization options. “The ones that they have asked for, we are going to look into. Watch this space, and we are going to keep developing on that, and in due course, we are going to make more announcements,” he added.

The delay in rolling out the subscription model, which was initially announced in December 2023, has left creators in a state of uncertainty. TikTok had outlined eligibility criteria for creators to join the subscription service, including having an account that is at least 30 days old, with a minimum of 10,000 followers, and meeting specific video engagement metrics. However, the absence of a confirmation statement for the service’s launch in Kenya has prolonged the wait for creators eager to tap into this new revenue stream.

In addition to monetization challenges, TikTok has also faced scrutiny over safety concerns. To address these issues, the platform has taken significant steps to enhance safety across Sub-Saharan Africa, including the establishment of nine regional Safety Advisory Councils. These councils aim to ensure a secure and positive platform environment by collaborating with key stakeholders, including policymakers, members of academia, NGOs, and community leaders.

Kenya’s Lillian Kariuki has been appointed to TikTok’s Safety Advisory Council for Sub-Saharan Africa, joining seven other members in this critical role. The council’s primary objective is to develop forward-looking policies and address regional safety concerns, reinforcing TikTok’s commitment to user safety.

Sibanda emphasized the importance of safety as a shared responsibility, highlighting the role of the Safety Advisory Council in achieving this goal. “With the additional layer that the Safety Advisory Council presents, we believe that safety can be achieved, collectively,” Sibanda remarked. The council’s input will help TikTok manage current issues and anticipate future challenges, furthering its efforts to foster a positive online environment.

As TikTok continues to navigate the complexities of monetization and safety in Kenya, local creators remain hopeful that the platform will soon introduce more robust and direct monetization options. Until then, they must rely on existing methods while awaiting further developments.