How Kenyan TikTok content creators earned Ksh.45 million in one year

Kenyan content creators have earned more than Ksh.45.2 million in just one year through TikTok partnerships with brands, underscoring the platform’s growing role in powering the country’s digital creator economy.

TikTok for Business is marking its first anniversary in Kenya with figures showing that over 200 local creators collectively made more than USD 350,000 (about Ksh.45.2 million) through collaborations with businesses, as advertisers increasingly turn to short-form video marketing to reach mobile-first consumers.

The milestone comes a year after TikTok formally launched its commercial operations in the country, setting up local partnerships to strengthen sales, operations and creator support.

Aleph Holdings manages sales and operational expertise on the ground, while creator marketing platform Wowzi oversees creator management, linking brands with influencers and digital storytellers.

The company says the partnerships have helped Kenyan brands access advertising tools, automation features and locally supported campaigns, resulting in stronger performance across fintech, retail, e-commerce and consumer goods.

Among the standout campaigns is Branch MFB, a microfinance bank offering instant digital loans, which used TikTok’s optimisation tools to scale customer acquisition efficiently and outperform its initial targets.

E-commerce platform Kilimall reported more than 152,000 purchases and a six-fold jump in sales after adopting TikTok’s automated ad solutions and full-funnel measurement tools.

Consumer goods brand Godrej Aer also logged over 10 million video views and doubled month-on-month sales through creator-led storytelling, maintaining a 33 per cent market share for three months.

TikTok says the results point to a broader shift in how Kenyan businesses advertise - less billboard, more smartphone; less polished studio, more authentic, creator-driven clips shot between traffic jams and kitchen tables.

Jochen Bischoff, TikTok’s Head of Global Business Solutions for Africa, said Kenyan brands are increasingly embracing the platform’s creative and performance tools to drive growth.

“These early achievements are only the beginning. We anticipate even more innovation, greater adoption, and stronger commercial impact in the year ahead,” he said.

Aleph Holdings and Wowzi echoed the sentiment, noting that creators are becoming central to brand growth and that authentic storytelling is translating into measurable sales for businesses.

"Our partnership with TikTok has accelerated the growth of Kenya's digital advertising ecosystem. Over the past year, we’ve seen brands embrace new levels of creativity, performance, and innovation on the platform. The results speak for themselves, and we are proud to continue to support Kenyan businesses as they tap into TikTok’s full potential," Jesudetan Onasanya, Regional Partner Director, Aleph Holdings, Sub-Saharan Africa.

"Talented creators have become one of the strongest drivers of brand growth on TikTok in Kenya. This impact is made possible by their outstanding creativity, authenticity, and entrepreneurial spirit," said Mike Otieno, Co-founder & President, Wowzi.

With momentum building and advertisers warming up to the scroll-and-shop culture, TikTok for Business says it plans to deepen its footprint in Kenya, betting that the next big billboard isn’t on a highway — it’s in someone’s hand.