The government has unveiled a plan to pay digital creators who produce content promoting its development agenda, including affordable housing, healthcare, agriculture, and job creation.
Head of Presidential Special Projects and Creative Economy Coordination Dennis Itumbi made the announcement during a TikTok Level Up meeting.
“The government is willing to put in money specifically for a few things that it is doing. I would want creators to take advantage,” Itumbi said.
“If you do content around housing, health, jobs, and agriculture, we are willing to put money. We will give you the notes for you to turn into creative content and earn money by posting on TikTok.”
The event brought together popular Kenyan creators and industry stakeholders.
The remarks sparked sharp criticism online, with many Kenyans dismissing the initiative as propaganda.
One user, Eli Okinyo, wrote, “Why can't they just create the houses if they have the money? Why pay people to create content for fake and non-existent houses when they can simply build the houses?”
Another added: “TikTokers should cancel anyone pushing the government agenda and instead create content exposing poor infrastructure around the country for free.”
Others argued that the government was prioritising image over citizens’ needs.
“Their fight is with reality and maths,” one wrote, noting that most Kenyans live in rural areas where basic services like food, water, education and healthcare are more urgent than urban housing schemes.
The push to involve creators comes amid wider albeit slow efforts by the government to strengthen Kenya’s digital economy.
In August, President William Ruto directed all ministries and state agencies to advertise on online platforms to boost local content visibility and earnings.
“The more we advertise online, the higher our content is weighted, and the more our creatives will earn. We must support our digital economy,” the President said during the State Concert of the 97th Kenya Music Festival in Nyeri.
Ruto noted that when he assumed office in 2022, Kenyan creators were not eligible for monetisation on Facebook.
Following negotiations with the company’s leadership, Kenya is now among the African countries where creators are paid for original content.
“Today, Kenya is among the select few countries whose creators are paid for their original content on the platform. We fought hard and we won. And we are not stopping,” he said.
He added that Kenyan creators are also benefiting from expanded monetisation opportunities on YouTube and X.
