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Here’s why Kenyan creatives struggle to earn on Facebook, Instagram
Sarah Muyonga, Meta Public Policy Manager speaks during the annual International Creator Day that recognises the impact of content creators in society, at The University of Nairobi on April 23, 2024.
When Meta launched its monetisation programme in Kenya in 2023, expectations were high. Local creatives envisioned new revenue streams and global exposure, a path already travelled by counterparts in Europe and the United States. But nearly a year in, most Kenyan creators are yet to earn meaningful income from the platform.
“It’s not good money, to be honest. Hopefully, it will improve over time,” said tech creator Roy Kanyi.
“The Facebook revenue is not even enough to pay someone’s rent,” added Doreen Moracha, an HIV/AIDS content advocate.
This sharp contrast between African and Western creator earnings prompted Meta to address the issue directly at the US-Kenya Creative Summit held in Nairobi on June 5.
Structural barrier
Speaking on a panel, Sarah Muyonga, Meta’s Public Policy Manager for East and Horn of Africa, pinpointed the core structural barrier limiting monetisation in Kenya: access.
“The smart devices that people are using can’t always support rich content. Or the data is too expensive,” said Muyonga.
“That’s why we launched Facebook Lite and Instagram Lite, to increase access.”
In other words, while monetisation tools may now be available, the local audience size and depth of engagement — the true engines of digital income, remain shallow.
Monetisation on platforms like Meta depends on audience volume and content interaction, which are directly throttled in Kenya by low smartphone penetration, high mobile data costs, and infrastructural gaps.
Youth engage in street photography and content creation in Nakuru City on January 21, 2024.
Photo credit: File | Nation Media Group
Meta’s global strategy relies on growing content consumption and viewership to drive advertising revenue. And while Kenya’s creator economy is dynamic and growing, the bottleneck isn’t talent, it’s who can watch and how often.
Still, Meta insists it's taking steps. Following lobbying by President William Ruto and a high-profile meeting with Meta’s President of Global Affairs, Nick Clegg, in March 2024, monetisation tools have now expanded to at least 10 African countries.
“We’ve moved from pilot to expansion,” said Ms Muyonga.
“The more creators and the more engaging, original content we have, the more revenue we can share.”
The creative economy remains a high-potential sector for Kenya. According to Maxwell Okello, CEO of the American Chamber of Commerce-Kenya, the sector currently contributes about up to five percent to gross domestic product but could reach double digits with the right investments and infrastructure.
“This summit isn’t just about networking,” said Mr Okello. “It’s about unlocking the trillion-shilling opportunities in Kenya’s creative industries.”
To get there, he said, the market needs more than just policy support or monetisation tools — it needs a digital infrastructure overhaul that makes it easier for average Kenyans to access, view, and engage with local content.
