Kenyan TikTok creators are about to cash in—if they align their content with President William Ruto’s development agenda. On Wednesday, October 1, Dennis Itumbi, Head of Presidential Special Projects and Creative Economy, unveiled a bold new initiative to fund creators producing content around housing, health, jobs, and agriculture.
Govt to Pay TikTok Creators to Promote Ruto’s Housing, Jobs & Health Agenda
“We’re Putting Money on the Table”—Govt Backs Creators With Cash
Speaking at a creator education forum in Nairobi, Itumbi made a direct appeal to digital storytellers.
“The government is willing to put in money specifically for a few things it is currently doing,” he said. “I want creators to take advantage,” he added.
He emphasized that creators who focus on key sectors will receive financial support. The goal is to amplify Ruto’s development pillars through relatable, engaging content.
“If you do content around housing, health, job creation and agriculture—we are willing to give money for it,” Itumbi declared.
“Forget Billboards”—Govt Shifts Advertising to Digital Platforms
Itumbi revealed a major shift in government advertising strategy. Traditional media is no longer the priority.
“One of Ruto’s first directives was to allocate 30% of ad spending to digital platforms,” he explained.
This move reflection.
“Creators Need Monetisation”—Call for TikTok to Support Kenyan Talent
Despite TikTok’s popularity, Kenyan creators still struggle to earn directly from the platform. Most rely on brand deals, affiliate marketing, and live gifting.
“Kenya has one of the largest numbers of social media users globally,” Itumbi noted. “Platforms must unlock monetisation tools for our creators,” he urged.
Currently, only South Africa, Egypt, and Morocco benefit from TikTok’s Effect Creator Rewards. Kenya remains excluded from other monetisation programs.
“We Must Unite”—Govt Pushes for Collective Appeal to TikTok
In July, Itumbi reignited hope by announcing plans to lobby TikTok for monetisation. However, he stressed the need for unity.
“We must present the appeal collectively,” he said. “Together, we can unlock new opportunities,” he added.
The government will also issue official briefs to guide creators in crafting impactful content.
“This Is Our Moment”—Creators React With Excitement
“Finally, our work will be recognized and rewarded,” one creator said. “This is our moment,” another added.
Govt to Pay TikTok Creators to Promote Ruto’s Housing, Jobs & Health Agenda
