From likes to livelihoods: How Kenyan students are cashing in on social media

Social media is no longer just a platform for entertainment and communication, especially among Kenyan students.

It is increasingly becoming a source of income, career growth and entrepreneurial opportunities.

As businesses shift their marketing online, young creators are building audiences, partnering with brands and earning money while still in school.

What was once considered a hobby is now emerging as a viable career path for many young Kenyans.

Tracy Wanjiku, a fashion, beauty and lifestyle creator, started creating content in 2023 after being inspired by others online.

Today, she creates content around fashion, beauty and everyday experiences, earning through brand partnerships, user-generated content and social media management.

Beyond the financial benefits, she says content creation has opened doors to networking and self-discovery.

“I saw people doing it and it was something I had always wanted to do. It has helped me network and get into spaces I never thought I would be in,” she said.

For Faith Chemutai, who studied Finance, content creation has become a way of turning creativity into income.

Since starting in late 2024, she has worked with brands through paid collaborations and promotional campaigns.

“A brand approaches me, or I approach a brand, then we agree on terms and work together,” she explained.

While balancing school and content creation was not always easy, Chemutai says experience helped her manage both.

“With practice, you become sharp and it becomes easier,” she said.

The growth of content creation has also provided young people with opportunities to gain professional experience early in their careers.

Musician and digital creator Christine Keni says social media gave her first employment opportunity at the age of 18.

“It gave me my first job and exposed me to different people, business structures and social media algorithms,” she said.

Keni notes that visibility remains one of the biggest advantages of building an online presence.

“The more exposed you are, the more the right people are able to see you,” she said, adding that social media helped her secure music opportunities and connect with industry professionals.

However, creators say the industry comes with challenges. Wanjiku points to growing competition and the tendency by some brands to undervalue creators.

“There are so many content creators joining and some brands expect a lot of content without fair compensation,” she said.

Chemutai identifies delayed payments as another major concern, saying many creators often wait weeks after completing campaigns before receiving payment.

Experts say succeeding in the creator economy requires more than simply posting content online.

According to Nyawanga Owuor, a law student, digital consultant and public relations practitioner, resilience is one of the most important skills aspiring creators need.

“The number one skill isn’t even a hard skill. It’s endurance and a bit of a thick skin,” she said.

She explains that creators must be prepared for criticism and negative feedback in an environment where people can easily hide behind anonymous accounts.

“You should be the target audience of your own content because not everyone is going to like it,” she added.

Owuor also stresses the importance of developing technical skills such as editing, photography and videography, while continuously learning new tools and trends.

At the same time, she warns that the pressure to monetize content can sometimes make creators lose sight of their passion.

“The biggest risk is falling out of love with your craft because you’re focused on views and engagement,” she said.

Despite these challenges, Owuor believes the creator economy is experiencing significant growth in Kenya, driven by increased internet access, changing attitudes towards creative careers and the search for alternative sources of income.

“I don’t think the creator economy is growing; I know it’s growing,” she said.

She notes that more young people are creating their own opportunities at a time when formal employment remains difficult to access.

For creators like Wanjiku and Chemutai, social media represents more than a side hustle. It offers a platform to showcase talent, build careers and earn an income on their own terms.

As businesses continue to invest in digital marketing and young people embrace online entrepreneurship, Kenya’s creator economy is proving that a smartphone, creativity, and consistency can sometimes be enough to transform likes and views into a livelihood.