Kenyans will soon be paid for watching ads on social media, according to Dennis Itumbi, the Head of Presidential Special Projects and Creative Economy.
In a post on social media on Thursday, Itumbi claimed that the government was pursuing a model that would enable viewers to be paid for watching ads, while also benefiting the creators.
He said that this model was already in action in Nigeria and South Africa, with Kenya next in line.
This new initiative is part of Itumbi's department's efforts to establish a creator-led marketing industry in Kenya, in response to the increasing number of content creators in the country.
"The future of advertising is creator-led. ImagineBC & TrulyKe are piloting a model that rewards viewers for watching ads, while having Creators paid. Already working in Nigeria & South Africa," Itumbi stated.
"They will soon share how Kenyan creators and audiences can join in. Our message of channelling adverts through creators is getting attention, and there are people willing to ensure the process is transparent and meets global standards. Connecting dreams to opportunities."
TikTok Monetisation
Itumbi's announcement comes just months after he revealed that the government would be engaging with TikTok Global to introduce monetisation for Kenyans as well.
While speaking at the memorial service for comedian Mr KK Mwenyewe on July 21, Itumbi asserted that if the social media giant failed to heed to concerns of Kenyan creators, the government would look into creating its own paid platform for them.
"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.
Also Read: Govt to Engage TikTok Global on Monetisation for Kenyan Creators
"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."
Just over a week ago, on October 1, Itumbi announced another one of the government's plans to support TikTok content creators by offering funds to those producing content aligned with President William Ruto's national development priorities.
"The government is willing to put in money specifically for a few things it is currently doing, and I want creators to take advantage," he said, adding, "If you do content around housing, health, job creation and agriculture. We are willing to give money for it."
