Dancing in the street: Kenyan capital emerges as content creation hub
4 min read
In Kenya, where traditional white-collar jobs are increasingly difficult to secure, many young people have turned to content creation and photography as viable career alternatives. With the rise of social media platforms like TikTok, Instagram, and YouTube, technology has enabled the youth to carve out opportunities that were previously unavailable, making content creation a thriving industry in Nairobi and beyond.
On any given Sunday, groups of young individuals can be seen in Nairobi’s streets, dancing in coordinated routines, capturing their performances with cameras, and uploading them to social media. These digital platforms have not only given them a creative outlet but also a way to earn a living. As a result, content creation has become a significant economic activity for many, offering a pathway to success amid a challenging job market.
Kenya’s youth population is substantial, with 35% of the population aged between 15 and 34. However, the United Nations estimates that 67% of this demographic is unemployed. This lack of job opportunities in the traditional job market has prompted young Kenyans to seek alternative forms of income. Many have found content creation to be a profitable and accessible option, allowing them to use their talents and creativity to attract followers, build online communities, and even earn money.
Vincent Otieno, a 22-year-old content creator from Nairobi, is one such example. Along with his group of six dancers, who hail from Nairobi’s slums, Otieno uses platforms like TikTok and YouTube to create content and generate income. The group earns money through fan tips on TikTok, advertisements on YouTube, and by performing at events like parties. On average, each member of the group makes around $120 a month, which may not be a fortune, but is still a significant contribution to their livelihoods.
“We post on Instagram, TikTok, and YouTube, where we make around a hundred dollars a month, which is better than nothing,” Otieno says. For him and his friends, the money they make from content creation has become an essential income stream, one that sustains them in the absence of more traditional employment opportunities.
For 25-year-old street fashion model Caycee Achieng Mboya, who is better known by her online persona, Lupita Nyakisumo, social media has become a full-time job. Mboya, who boasts over 200,000 followers on TikTok, uses her platform to advertise products for various clients. With her growing influence, Mboya has been able to monetize her social media presence, turning her passion for fashion into a steady income.
In a bid to support the growing content creation industry, the Nairobi county government took a step to eliminate outdated licensing requirements in 2022. They waived business permits for photographers and filmmakers, removing the need for licenses from the Kenya Film and Classification Board. This move made it easier for young creators to operate without the threat of fines or arrests, fostering a more accessible environment for content creation.
Among the rising stars in Nairobi’s digital landscape is a dynamic trio of 20-year-olds: Angeline Muema, Trisha Pangie, and Cecilia Nyambura. The trio has been creating content on TikTok for a year, sharing their lives and experiences with a growing online audience. For Angeline, a college student, content creation has become an outlet for both creativity and financial support. She admits to having doubts about finding a white-collar job after graduation and believes that continuing to produce videos offers a more promising future.
“Instead of staying idle and getting nothing, I’d rather do these videos and earn something, even if it’s not much,” Angeline says. Together, the three young women earn around $600 a month, mostly through interactions with their followers, who send them monetary gifts.
For 25-year-old Mark Maranga, a dancer with a degree in nursing and public health, social media has provided a way to avoid the negative influences that might otherwise tempt him. Struggling to find a job in his field, Maranga turned to content creation to support himself and his family. “Instead of indulging in activities like stealing and robbery, this has helped many youths engage in something positive, like dancing,” he explains. “With the little money we earn, we can feed our families and stay away from bad influences.”
For many young Kenyans, the rise of content creation has been a lifeline, providing both financial support and hope in a job market that has failed to meet their needs. As technology continues to evolve, social media content creation is expected to remain a powerful tool for the youth in Kenya, offering new opportunities for employment, creativity, and self-expression.
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