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.

At the Nairobi event, he also urged social media platforms that have yet to roll out monetisation tools for Kenyan creators to act quickly, noting Kenya’s massive online user base. While platforms like Facebook already provide monetisation options, most TikTok creators still depend on brand deals, influencer partnerships, affiliate marketing, and live gifting, since the platform lacks an ad revenue-sharing model.

Back in July, Itumbi raised creators’ hopes by revealing government plans to push for monetisation on TikTok, stressing that progress would depend on unity and collective lobbying.

Currently, only South Africa, Egypt, and Morocco have access to TikTok’s Effect Creator Rewards, while no African country is eligible for its other monetisation programs.

The announcement comes as Kenya’s creative economy surges, with thousands of influencers using social media to reach and grow their audiences.

Itumbi added that the partnership will not only provide financial benefits to creators but also amplify the impact of government messaging.

Content creators interested in joining the initiative are required to apply through the Creative Economy Office, submitting their campaign ideas and projected audience engagement. The government says successful applicants will be funded and supported with resources to create quality digital content.

Through this influencer-driven strategy, the Kenya Kwanza administration hopes to modernize public messaging, boost transparency, and expand the reach of government programs to a wider audience.