Digital Hustle: How Social Media Content Creation is Empowering Kenya’s Youth

In a country where traditional white-collar employment opportunities remain scarce, many young Kenyans are embracing digital platforms to carve out alternative careers. Content creation and photography, once seen as hobbies, are now becoming viable income sources for Kenya’s youth, who are leveraging social media platforms like TikTok, Instagram, and YouTube to build audiences and generate income.

According to the United Nations, 35% of Kenya’s population is aged between 15 and 34, with an alarming 67% of this demographic currently unemployed. Against this backdrop, content creation has emerged as a beacon of hope for many.

Turning Creativity into Livelihood

Every Sunday, groups of young Kenyans gather in parks and public spaces armed with cameras and smartphones. They choreograph dances, film skits, and create engaging content, later uploading their work to various social media platforms. For individuals like 22-year-old Vincent Otieno, this effort provides more than just entertainment—it is a livelihood.

Otieno, along with his six-member dance team from Nairobi’s slums, earns money through tips from TikTok fans, YouTube ads, and live performances at events. Each team member makes an average of $120 per month, which Otieno sees as a significant step toward financial independence. “We post on Instagram, TikTok, and YouTube, where we make around $100 a month, which is better than nothing,” he says.

Rising Stars of Social Media

For 25-year-old street fashion model Caycee Achieng Mboya, known as “Lupita Nyakisumo,” social media is more than a creative outlet—it’s a professional venture. With over 200,000 TikTok followers, she advertises products for clients, showcasing how social media can rival traditional jobs in income generation and exposure.

Similarly, the trio of 20-year-olds—Angeline Muema, Trisha Pangie, and Cecilia Nyambura—have been active content creators on TikTok for a year. Together, they make $600 monthly through fan contributions and partnerships. Angeline, still a college student, views this as a pragmatic choice in the face of Kenya’s unpredictable job market. “It’s better I do these videos and earn something than just staying idle. Even if I graduate, there’s no guarantee I’ll get a job,” she reflects.

Government Support and Policy Changes

In 2022, the Nairobi County Government acknowledged the growing role of creative industries by waiving all business permit requirements for photographers and filmmakers. This policy change eliminated the need for licenses from the Kenya Film and Classification Board, which previously posed barriers with heavy fines and potential arrests for non-compliance.

A Pathway Away from Social Vices

For 25-year-old dancer and nursing graduate Mark Maranga, content creation is about more than financial stability—it’s a means to steer clear of social ills. After failing to secure a job in his field, Maranga turned to dancing and content creation to support his family and provide a positive alternative for youth in his community. “Instead of indulging in activities like stealing, now they engage in dancing and earn something to feed their families,” he explains.

A New Dawn for Kenyan Youth

As traditional employment avenues shrink, social media platforms are becoming lifelines for Kenya’s youth. By combining creativity, technology, and entrepreneurship, they are not only earning incomes but also redefining the concept of work in a digital age. For many, content creation isn’t just a hustle—it’s hope for a brighter future.

Content courtesy of  NFH Digital Team