Kenya’s digital economy is rapidly evolving, with social media influencers emerging as major earners in a booming creator industry now valued at over Sh1 billion.
A new report by OdipoDev reveals that the country’s top influencers collectively earned Sh296 million in 2025 through brand-sponsored content, pushing total payouts in the creator economy to approximately Sh1.07 billion.
Leading the earnings chart is comedian Eric Omondi, who made an estimated Sh57 million, followed by socialite Amber Ray at Sh44 million. Other top earners include Dem wa Facebook, Jaymo Decin, and Tom Daktari, all benefiting from lucrative brand partnerships.
The report highlights a major shift in advertising trends, with companies increasingly redirecting budgets from traditional media to influencer marketing. Major brands such as Coca-Cola, Unilever, Safaricom, and East African Breweries are among the biggest spenders in this space.
Entertainment, particularly comedy, dominates Kenya’s digital content landscape, attracting the highest engagement and brand deals. In fact, influencers can earn between Sh200,000 and Sh1 million per sponsored post, depending on their reach and influence.
However, the report also reveals a growing gap between visibility and earnings across platforms. While TikTok generates massive viewership, Instagram remains the most profitable platform for Kenyan creators, with a higher percentage of content being monetised.
Small and medium-sized enterprises (SMEs) account for nearly 80 percent of influencer partnerships, though large corporations still dominate high-value deals.
As Kenya’s youthful, tech-savvy population continues to drive online engagement, content creation is increasingly shifting from a side hustle to a full-time career. The rise of the creator economy signals a broader transformation in how brands connect with audiences—and how young Kenyans earn a living in the digital age.
Source: Business Daily
A new report by OdipoDev reveals that the country’s top influencers collectively earned Sh296 million in 2025 through brand-sponsored content, pushing total payouts in the creator economy to approximately Sh1.07 billion.
Leading the earnings chart is comedian Eric Omondi, who made an estimated Sh57 million, followed by socialite Amber Ray at Sh44 million. Other top earners include Dem wa Facebook, Jaymo Decin, and Tom Daktari, all benefiting from lucrative brand partnerships.
The report highlights a major shift in advertising trends, with companies increasingly redirecting budgets from traditional media to influencer marketing. Major brands such as Coca-Cola, Unilever, Safaricom, and East African Breweries are among the biggest spenders in this space.
Entertainment, particularly comedy, dominates Kenya’s digital content landscape, attracting the highest engagement and brand deals. In fact, influencers can earn between Sh200,000 and Sh1 million per sponsored post, depending on their reach and influence.
However, the report also reveals a growing gap between visibility and earnings across platforms. While TikTok generates massive viewership, Instagram remains the most profitable platform for Kenyan creators, with a higher percentage of content being monetised.
Small and medium-sized enterprises (SMEs) account for nearly 80 percent of influencer partnerships, though large corporations still dominate high-value deals.
As Kenya’s youthful, tech-savvy population continues to drive online engagement, content creation is increasingly shifting from a side hustle to a full-time career. The rise of the creator economy signals a broader transformation in how brands connect with audiences—and how young Kenyans earn a living in the digital age.
Source: Business Daily