Hook’d on growth: Safaricom bridges jobs gap with content monetisation

Content creators Tileh Pacbro and Carrie Wahu during the Content Creation Masterclass at Africa Nazarene University/ ALICE WAITHERA

Students at Africa Nazarene University have received practical training on digital literacy, with a focus on monetising content across social media platforms and building sustainable income streams, as more young people turn to the digital space for opportunities.

The session, held under the ‘Hook’d on Fresh’ youth masterclass series, was facilitated by Safaricom through its youth platform 'Safaricom Hook', in partnership with Sprite, a brand under the Coca-Cola Company.

“Content creation has become such a big deal for young people and it is only fair that we support them and become the enablers through our platforms,” Fawzia Ali Kimanthi, Chief Consumer Business Officer at Safaricom said.

The programme is designed to equip young people with the skills, tools and inspiration needed to navigate the fast-growing digital content economy. The initiative comes at a time when youth unemployment remains a major concern in Kenya.

According to data from the Kenya National Bureau of Statistics, young people aged between 18 and 34 account for the largest share of the unemployed population.

According to the United Nations Common Country Analysis for 2025, Kenya has a very young population with about 70 per cent under the age of 24, putting pressure on the job market.

At least 800,000 to 1 million youths enter the job market annually but the economy does not create enough opportunities to absorb them. About 86 per cent of employed youth work in the informal sector, often in unstable, low-income jobs.

As a result, many youths are increasingly turning to content creation on platforms such as TikTok, YouTube and Instagram as an alternative source of income and self-employment. The growth of smartphones, social media and mobile money has made it easier to earn online.

As of 2025, smartphone penetration stood at between 80 and 83 per cent of the population, translating to over 42 million devices on active networks.

The country had between 27 million and 37 million internet users last year with mobile broadband accounting for over 78 per cent of internet connections, which confirms that most people access the internet via phones rather than computers.

“This is why such trainings are important.They help the youth to convert social media usage into a source of livelihood,” Kimanthi said.

Beyond content creation, the students were also introduced to practical financial management skills, including saving and investing their earnings to support long-term financial stability and wealth creation.

The training featured industry players including lifestyle content creator Carrie Wahu and Tileh Pacbro who shared insights on how to grow audiences and generate income through digital platforms.

Alexander Matheka from wealth management at Safaricom encouraged students to embrace a savings culture through the Ziidi Money Market Fund.

The platform, regulated by the Capital Markets Authority and managed by Standard Investment Bank in partnership with Safaricom, allows M-Pesa users to invest from as little as Sh100, offering daily interest earnings and flexible withdrawals tailored for short-term savings.

At the heart of the initiative is a shared effort by Safaricom and Sprite to support Kenya’s creative generation by blending connectivity with culture—two key elements shaping success in today’s digital landscape.

The Hook’d on Fresh Masterclass Series goes beyond content creation by integrating skills development with financial literacy, positioning young people to better tap into opportunities within the digital economy while building more resilient livelihoods.

According to State Globe Research, Kenya’s creative economy is expanding quickly, with an estimated 75,000 active content creators and revenues reaching about Sh19 billion in 2026.

Brands are increasingly investing in influencer marketing, spending roughly Sh5.8 billion annually to reach online audiences.