Kenyans To Be Paid For Watching Social Media Ads: Govt
Itumbi revealed that the government is developing a system that would reward viewers for watching advertisements
Marvin Chege 
Kenyans could soon start earning money for watching ads on social media, according to Head of Presidential Special Projects and Creative Economy, Dennis Itumbi.
In a social media post on Thursday, October 9, Itumbi revealed that the government is developing a system that would reward viewers for watching advertisements while also supporting content creators.
He noted that similar models are already operational in Nigeria and South Africa, with Kenya expected to follow soon.
The initiative is part of his department’s plan to build a creator-driven marketing industry in Kenya, reflecting the country’s growing pool of digital content creators.
The Head of Presidential Special Projects and Creative Economy Coordination, Dennis Itumbi, at his office in Nairobi on October 9, 2025. /DENNIS ITUMBI
"ImagineBC and TrulyKe share our vision of channeling advertising through creators. They showcased what their platforms are already achieving in Nigeria and South Africa. They also proposed an improved and innovative model where audiences can get paid to watch adverts," he wrote in part.
"They have agreed to pilot this idea before we explore a broader partnership. Soon, they will release details on how creators can collaborate with them and how consumers can also earn by engaging with creative content."
Itumbi’s latest statement comes a few months after he disclosed that the government was in talks with TikTok Global to roll out monetization features for Kenyan users.
Speaking during the memorial service of comedian Mr. KK Mwenyewe on July 21, Itumbi warned that if TikTok failed to address the concerns raised by Kenyan creators, the government would consider developing its own platform that allows them to earn from their content.
"If we are an organisation, we can ask TikTok Global and tell them our concerns. If they do not agree with us, we can even form our own Kenyan TikTok and create our own monetisation from there," he said.
"We need to come together and have a strong movement that can negotiate. Having said that, I will invite TikTok Global and will ask my friend Butita to offer his media company to organise us, and we have a one-day thing. I will bring the top leadership of TikTok, and we will raise the issues. TikTok is a private company, so the government can only do so much."
A little over a week ago, on October 1, Itumbi unveiled yet another government initiative aimed at supporting TikTok creators — this time by providing financial support to those whose content promotes President William Ruto’s national development agenda.
“The government is willing to put money specifically for a few things that the government is doing, and you can benefit directly.
“One by putting proposals…I would like creators to take advantage of this because if you do content around housing, health, job creation, and agriculture, we are willing to put money into it for you,” Itumbi said.
Itumbi noted that the government has overhauled its advertising approach, shifting from traditional manual methods to digital platforms where most audiences now engage with content. In fact, he pointed out that one of President Ruto’s earliest directives in 2022 was to allocate at least 30 percent of government advertising to digital platforms.
“We will give you money and notes to create content and earn money by just putting it on TikTok. As the government, we have improved our advertisement from manual to digital ads where many audiences want to be informed,” he continued.
A phone logged on to TikTok. /NEW YORK TIMES
