Meta, the parent company of Facebook, Instagram, Threads, and WhatsApp, is facing scrutiny over the rollout of its monetization program in Kenya. The controversy erupted after Kenyan musician and content creator Michael Bundi raised concerns about the promised launch of monetization tools on Meta’s platforms.
The issue began on August 6, 2024, when Kenyan President William Ruto announced that Kenyan content creators would soon have the opportunity to monetize their content on Meta’s platforms. This announcement was made following a meeting between President Ruto and Meta executives. In his statement, President Ruto highlighted the significance of this development for Kenyan creatives. “Starting today, Kenyan content creators can monetize their videos on Meta platforms. We encourage our creatives to seize this opportunity to boost their incomes and create job opportunities for others. We will continue to pursue more opportunities for our youth to explore their talents,” he declared.
The President’s announcement was bolstered by Moon Baz, Meta’s Global Partnerships Lead for Africa, the Middle East, and Turkey (AMET). Baz confirmed that monetization tools, such as in-stream ads and ads on reels, would be made available to Facebook creators in Kenya. “This expansion will empower eligible creators in Kenya’s dynamic creative industry to earn money, while also raising the global standard for creativity and making Meta’s apps a go-to platform for creators,” Baz stated in a press release.
However, this optimistic scenario took a turn when Michael Bundi expressed his frustration on August 18, 2024. Bundi, who had been eagerly awaiting the monetization tools, received an email from Meta that contradicted the earlier announcement. The email stated, “Hi Michael, thank you for contacting us again. At the moment, you are pre-registered for ad breaks. Your country is not supported at this time but the program is expanding! You will automatically gain access if we expand to your country.”
Bundi’s reaction was one of disappointment. He shared his frustration publicly, stating, “Unfortunately, the in-stream ads monetization announced by William Ruto and Moon Baz has not yet taken effect in Kenya. This is the latest message I’ve received from Facebook. As a creator, I’m very disappointed. No words!” His post highlighted the gap between the promises made and the actual rollout of the monetization tools.
In response to the growing concerns, Moon Baz acknowledged the issue and assured users that Meta was actively working on resolving it. While Baz did not provide a specific timeline for when the monetization tools would become available in Kenya, she emphasized that Meta was committed to expanding its services and addressing the challenges faced by Kenyan content creators.
This situation raises important questions about the communication and execution of Meta’s promises. The disparity between the official announcements and the actual availability of services underscores the challenges companies face in managing expectations and delivering on their commitments, particularly in rapidly evolving digital landscapes.
As Kenyan content creators await the full rollout of the monetization tools, the situation remains fluid. The anticipation and excitement generated by the initial announcements have been tempered by the reality of delayed implementation. Meta’s response will be closely watched as the company works to bridge the gap between its promises and the tangible benefits experienced by its users in Kenya.
The outcome of this situation will likely influence how future announcements and expansions are managed by Meta and similar platforms. For now, Kenyan content creators like Michael Bundi are left navigating the uncertainty, hoping for a swift resolution that will enable them to capitalize on the opportunities promised by the company.
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