Kenyans could soon earn money by simply watching advertisements on social media platforms.
This was revealed by Dennis Itumbi, the Head of Presidential Special Projects and the Creative Economy, who announced that the government is working on a new model aimed at benefiting both viewers and content creators.
In a statement shared on his social media page on Thursday, Itumbi explained that the government plans to introduce a digital system that will allow users to get paid for watching ads, while at the same time ensuring creators are rewarded for their work.
He mentioned that this model has already been implemented successfully in countries like Nigeria and South Africa, and Kenya is expected to be the next to adopt it.
According to Itumbi, the initiative is part of the government’s broader effort to promote a creator-driven marketing economy, responding to the rapid rise of digital creators and influencers across Kenya.
His department aims to strengthen opportunities for local talent in the creative industry by linking them to brands and marketing opportunities that generate income.
“The future of advertising is creator-led. ImagineBC and TrulyKe are testing a model that pays viewers for watching ads while ensuring creators also earn from it. This system is already working in Nigeria and South Africa,” Itumbi stated.
He added that details on how Kenyan creators and social media users can join the program will soon be shared.
“Our message about directing advertisements through creators is finally gaining attention. There are individuals and organisations ready to help us make this process transparent and aligned with global standards. We are connecting dreams to real opportunities,” he added.
TikTok Monetisation Talks
Itumbi’s latest announcement follows an earlier one about government plans to introduce TikTok monetisation for Kenyans.
While addressing mourners during the memorial service of comedian Mr KK Mwenyewe on July 21, Itumbi disclosed that discussions were underway between the Kenyan government and TikTok Global to make sure local creators can earn from their content.
He noted that if the social media company failed to listen to Kenyan creators’ concerns, the government was prepared to explore the option of creating its own local video-sharing platform that would pay creators directly.
“If we come together as an organisation, we can engage TikTok Global and present our concerns. But if they refuse to cooperate, we have the option to build our own Kenyan version of TikTok that allows creators to earn income,” he said.
Itumbi also emphasised the importance of unity among content creators, saying that a united front would make it easier to negotiate with global platforms.
“We need to organise ourselves and have one strong voice that can negotiate effectively. I will invite TikTok Global for discussions and ask my friend Butita to use his media company to help bring us together. We will have a one-day engagement with TikTok leadership where we will raise all the key issues. Remember, TikTok is a private company, so the government can only push so far,” he explained.
Funding for Content Creators
Just a week earlier, on October 1, Itumbi announced another plan under the government’s creative economy strategy — a fund to support TikTok content creators whose videos align with President William Ruto’s development priorities.
He said the government is ready to invest in creators who produce content that promotes national projects and key policy areas.
“The government is ready to allocate money to creators who focus on specific areas of development. I encourage creators to make content about housing, health, job creation, and agriculture because these are the areas we are funding,” Itumbi said.
This move reflects the government’s growing recognition of digital media as an important part of Kenya’s economy and a potential source of employment for thousands of young people.
The overall goal, according to Itumbi, is to turn the country’s creative industry into a structured and profitable sector where both creators and audiences benefit financially.
Join Government Official WhatsApp Channel To Stay Updated On time
https://whatsapp.com/channel/0029VaWT5gSGufImU8R0DO30
