Tuesday, 2 April , 2024
McCreadie Andias
In recent years, there has been a noticeable shift in the employment landscape, particularly among the youth demographic, towards self-employment through digital content creation.
One of the primary drivers behind the rise of youth entrepreneurship in digital content creation is the accessibility of technology.
With the proliferation of smartphones, affordable cameras, and high-speed internet, the barriers to entry into the digital content space have significantly lowered. As a result, young individuals are empowered to express their creativity and monetize their content across various online platforms.Take, for instance, the case of Emma Chamberlain, a prominent YouTuber and social media influencer.
Starting her journey on YouTube in 2017, Chamberlain quickly gained traction with her relatable and authentic content, resonating with millions of young viewers worldwide. Through her vlogs, fashion hauls, and lifestyle videos, Chamberlain built a loyal following and leveraged her online presence to collaborate with brands, launch her merchandise line, and even venture into podcasting.
Her success exemplifies how youths harness digital platforms to carve out their entrepreneurial path, leveraging their creativity to build a sustainable career.
Moreover, the democratization of information and knowledge through online resources has empowered youths to acquire skills in digital content creation independently.
Platforms like YouTube, Skillshare, and Udemy offer tutorials and courses on various aspects of content creation, from video editing to graphic design, enabling individuals to upskill and refine their craft at their own pace.
This self-directed learning approach fosters a culture of entrepreneurship, as young creators take ownership of their education and apply newfound skills to develop innovative content that resonates with their audience.
Similarly, there has been a rise of TikTok creators who have transformed short-form video content into a lucrative career. With its algorithmic-driven platform and virality potential, TikTok has provided an unprecedented opportunity for young creators to gain visibility and monetize their content.
Creators like Charli D’Amelio and Addison Rae have amassed millions of followers, capitalizing on brand partnerships, sponsored content, and merchandise sales. Their meteoric rise to fame underscores the transformative power of digital platforms in shaping the landscape of youth entrepreneurship.Furthermore, the gig economy and freelancing opportunities facilitated by digital platforms have empowered youths to diversify their income streams and pursue their passion projects.
Platforms like Fiverr, Upwork, and Patreon enable creators to offer their services directly to clients or patrons, bypassing traditional gatekeepers and establishing direct relationships with their audience.
This decentralized approach to monetization provides greater autonomy and flexibility, allowing youths to pursue their creative endeavors while maintaining financial independence.
Here in Kenya, Youths have learnt of the scarcity of opportunities in the employment market despite graduating from top universities with top degrees.
Many youths have embraced digital content creation skill.From Instagram, YouTube to Tiktok and Twitter . Kenyan youths are no longer tarmacking in search of elusive jobs. Creators like Crazy Kennar have embraced digital comedy in platforms like Instagram amd YouTube to de-colonize unemployment. The duo have ammased millions of followers across these platforms with their Hilarious skits and have created admirable wealth.
Kennar For example staged a high level concert “A laughing country” event in December last year which was attended by thousands of youths despite the expensive ticket charges which could not Mach his funny skits. The creator explained how he has been consistent in content creation to grow up to his level despite encountering challanges on the way.
Other YouTube comedians Like Njugush, Terence Creatives, Eunice Mammito, Erick Omondi, Cartoon comedian, Eddie Butita and YY comedian started the trend way before and have managed to create their own digital empires through creative content creation.
Through content creation, Youths have become famous attracting huge social media growth which has earned them brand endorsement deals with major local and international companies. This doesn’t go without Mentioning House hold names in Tik tok like and media Personality Azziad Nasenya, Dancer David Moya, Comedian Tom Daktari and Nyako.
While looking at their social media pages, you cannot dispute the flashy lifestyles they lead an achievement attributed to their hardwork, determination and consistency. Brands are running after them with sweet deals owing to their booming influence in Socio media.
Various Youths have embraced content creation in the most uniquely creative and intriguing ways either through unique dance moves, Comedy, Healthy living lessons, Digital educators, Online cooking lessons or Gymnastics.
Monetization Process
The two most popular platforms in Kenya for content creators, YouTube and TikTok, primarily pay content creators in Kenya through their respective monetization programs: YouTube Partner Program and TikTok Creator Fund.
To participate in the YouTube Partner Program, creators need to meet certain eligibility criteria, including reaching 1,000 subscribers and 4,000 watch hours in the past 12 months.Through (YPP), eligible creators can monetise their videos through various means such as ads, channel memberships, merchandise, and YouTube Premium revenue. While having many subscribers can contribute to a creator’s overall revenue potential, the actual earnings are determined by various factors, including views, engagement, and ad performance.
YouTube payments are typically made through Google AdSense but Creators need to set up an AdSense account and link it to their YouTube channel to receive payments.
It is not accurately estimated how much YouTubers earn, However, many Kenyan YouTubers have hinted that the platform pays between KES 100 and KES 200 for 1,000 views. Also, YouTubers in Kenya receive KES 100,000 for 1 million views.
In Kenya, YouTube does not offer direct payments through M-PESA. The primary payment methods on Adsense are cheque, electronic funds transfer (EFT), and wire transfer. Therefore, YouTube creators in Kenya can withdraw their earnings to their local bank or digital wallet.
Alternatively, Kenyan YouTubers can open a bank account in a country that YouTube does support, such as the United States. Once they have a bank account, they can link it to their YouTube account and start receiving payments directly to their bank account.
TikTok platform allows popular video creators to monetize their content in various ways, including, Sharing advertising revenue through the TikTok Creator Fund, Charging monthly subscription fees to fans in exchange for exclusive content and perks, Receiving monetary “tips” or “gifts” from fans during LIVE videos, Getting sponsored by brands to produce promotional content and campaigns,Partnering on merchandise, events, or other money-making collaborations with other creators and enterprises. This provides talented creators the opportunity to turn their passion, creativity, and influence into a financially-viable income stream.
TikTok currently offers Kenyan creators main three ways to monetize their loyal fanbases and quality content.These include the TikTok Creator Fund, LIVE Subscription payments, and monetary “Gifts” sent from fans.
TikTok Creator Fund
TikTok launched its Creator Fund program in late 2021 as a way to share advertising revenue directly with top video creators on the platform.
To qualify for payouts from the fund, Kenyan creators must:Produce original and high-quality videos and Maintain an account in good standing without violations ; Garner at least 10,000 authentic views in the last 30 days.
Those meeting these standards get a cut of the ad money that TikTok earns from placing advertisements amid videos in the Kenyan market and beyond.
The actual payment amount depends on factors like the number of views, how well the creator engages audiences, adherence content guidelines, and the current funds available in that month. But for top Kenyan talents like David Moya, this can become a sizable income stream directly from TikTok.
However, as of now, TikTok Creator Fund is not available in Kenya. According to their official website, the Creator Fund is currently available to creators in the U.S., UK, Germany, Italy, France, and Spain.
Kenyan creators must earn a minimum of around $37 USD to request a payout from the creator fund which takes up to 30 business days to receive payment. TikTok also allows popular Kenyan creators to charge a monthly subscription fee in exchange for offering fans exclusive content and perks where fans pay either $2.99 USD or KES 319 per month for this access. Of that the creator receives an undisclosed cut on a monthly basis.
Kenyan creators generating income from TikTok can also accumulate monetary “Gifts” from devoted supporters. Fans purchase these virtual gifts to show appreciation for their favorite creator’s LIVE video performances.
Just like an in-person concert or show, Various digital gifts are available at different real money price points. Creators can cash out the share they receive from TikTok without any minimum thresholds.Currently, 1 TikTok coin is worth about KES 0.0161. To withdraw from TikTok, a minimum of 10,000 coins is required, which is approximately $100 or around Kshs. 11,000. Therefore, the value of 1 coin on TikTok in Kenya shillings is approximately Kshs. 1.1.
Kenyan creators on TikTok now have tremendous money-making possibilities directly within the high-growth social media app.But competition is rising with more talents jumping to capitalize on TikTok’s booming local userbase.
So how can Kenyan creators stand out from the pack and maximize their earnings potential?They must Create Highly Engaging Content with the most foundational tactic is concentrating your efforts on crafting content optimized for TikTok’s unique format and audience.
Creators must aim to produce videos that get strong organic engagement through things likes, comments, reshares, etc from current viewers – while also appealing widely enough to be discovered by new fans.
Creators are encouraged to embrace best practices including concepts tailored to TikTok’s short video style;Leveraging popular music, effects, stickers, templates ;Encouraging comments and reactions with questions, calls to action; Posting consistently 1-2X per day to remain top of mind;Test out a variety of trending topics and niche interests to determine which types of content resonate best with your personal strengths as a creator.Then refine your strategy over time based on performance data and audience responses.
Once you zero in on effective content formats – the next step is expanding your follower base.More followers equals more potential viewers, reactions, and shares to each piece of content you publish which all contributes to better discoverability on TikTok.
To gain more followed, Creators can strategically use relevant tags to appear in topic-based feeds, Drive followers from other social profiles through cross – promoting engage in fan Interactions by Replying to comments and do collab videos.
Creators must also keep Consistency by Posting 1-2X daily to keep engaging current audience. Landing a truly viral hit video that gains astounding popularity beyond one’s normal viewer base can transform a creator’s profile.Viral hits significantly accelerate account authority and followers.But precisely engineering a viral moment is often elusive.
Finally, established creators can convert by collaborating with brands.Also Prioritize partnerships which feel like a natural fit for your personal brand – rather than pure money grabs.
The most lucrative deals often come after you’ve built substantial proof of audience relevance and a strong creative track record.The amount of money creators can earn for 10,000 followers on TikTok in Kenya varies depending on several factors, including the number of views and engagement rate.
If you have at least 10,000 followers and 100,000 views in a month, you can earn between 2 to 4 cents for every 1,000 views from the TikTok Creator Fund.
Users who have more than 100,000 followers on the platform earn between $200 to $5,000 a month. For instance, Azziad Nasenya, the highest paid Tiktoker in Kenya reportedly makes over Ksh 500,000 from promoting brands and through paid sponsorships on her social media accounts.
The surge in youth entrepreneurship through digital content creation reflects a broader cultural shift towards self-employment and creative autonomy. Enabled by technological advancements, accessible resources, and evolving online platforms, young individuals are seizing the opportunity to turn their passions into profitable ventures.
Success stories of TikTok creators, and freelance content creators proves that the digital landscape has become a fertile ground for entrepreneurial endeavors, empowering youths to redefine the future of work on their terms.
By McCreadie Andias