Influencing has become one of the most visible ways young people try to earn money online. With just a smartphone and internet access, many see it as a modern route out of financial struggle. But behind the viral videos and brand deals, the reality is more complex.

A booming digital space
Kenya’s influencer industry has grown quickly. Brands are increasingly paying creators to market products, shifting advertising budgets from traditional media.
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Recent reports estimate that Kenyan influencers generated about KSh 1.07 billion in 2025, with top creators earning millions through partnerships.
Some individual figures stand out:
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  • Top creators reportedly earned between KSh 20 million and KSh 57 million annually.
  • The top 10 influencers shared around KSh 296 million in brand deals.
“Earnings are largely driven by brand partnerships.”
                           Content creator  disappointed // Instagram

Earnings claims spark debate.

However, these reports have not gone unchallenged. Several Kenyan content creators have publicly disputed claims that they earn millions each year.

Comedian Millicent “Dem Wa Facebook” Ayuwa rejected reports that she made around KSh 35 million, saying the figures do not reflect her reality.

“Had I had that kind of money… the figures are not true.”

Content creator Terence Creative also questioned the numbers, noting that income in the industry is often inconsistent and overstated.

Content creator posing for a photo // AI generated

What people say

Views from young Kenyans reflect this uncertainty.
Brian, 23, a TikTok creator, says influencing can open doors:
“If you get noticed, brands can really change your life.”
But Lydia, 28, who runs a salon, sees it differently:
“We only see the successful ones. Many are struggling behind the scenes.”
Kevin, 25, a university graduate, describes it as unpredictable:
“You can trend for days and still not earn anything.”

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Anne, 31, a teacher, adds:
“It looks easy, but consistency and growth take time.”
David, 27, says it works best as a supplement:
“It’s a side hustle, not something you depend on fully.”
Creating content // AI generated

The reality behind the screen

  • Most creators rely on brand deals rather than platform payments.
  • High views do not always translate into earnings.
  • Income is often irregular and dependent on partnerships.