Social media creators may celebrate millions of views, but a new survey on Kenya’s creator economy shows that high engagement does not always translate into income.
The Odipo Dev survey found that TikTok creators Elvis Mushila and Funny Team have accumulated 1.29 billion and 1.27 billion views, respectively, yet neither appears among the platform’s top 10 earners.
Despite this, Kenya’s creator economy is becoming increasingly lucrative. The survey estimates that influencers collectively earned about Sh1.07 billion in 2025, highlighting the growing commercial value of digital content as brands move more advertising budgets online.
Content creator Teddy James, popularly known as TinjeyTJ, says brand partnerships remain one of the major sources of income for many creators, alongside direct platform monetisation.
Kevin Okeyo, CEO of Mediakits.io, says creators need to move beyond chasing views and develop their platforms as businesses capable of delivering measurable value to brands.
According to Odipo, Kenya faces an infrastructure challenge in converting large audiences into tangible commercial value, creating a need to equip creators with skills to package and monetise their influence.
Platform payouts from YouTube, TikTok and Facebook can also generate revenue, but earnings depend on factors including watch time, audience location and advertising demand.
For creators seeking sustainable income, the emerging lesson is clear: views can open the door, but strategy, monetisation and brand partnerships can determine whether attention becomes money.