The just-concluded tour of Kenya by IShowSpeed caught me thinking. How can Kenyan content creators package their content for export the same way we do our tea and coffee?
Kenya’s digital content creative industry has grown at a breathtaking pace. What began as casual online expression has matured into a multi-billion-shilling creator economy, valued at approximately Ksh 1.27 trillion. Platforms such as TikTok, Instagram, YouTube, and X (formerly Twitter) have become the new public square, shaping conversations, culture, commerce and even politics. With Kenya’s social media user base growing by over 21 percent in 2025 alone, one question demands attention: as content expands in quantity and variety, is it also growing in quality?
On the surface, the breadth of Kenyan digital content is impressive. Entertainment dominates the landscape, particularly comedy skits, dance challenges and lifestyle vlogs that mirror everyday Kenyan life. Creators use Sheng, satire and exaggerated social scenarios to capture mass appeal, especially among young audiences. Lifestyle influencers showcase fashion, fitness, beauty and urban aspiration, while music and celebrity culture continue to command loyal followings. In this sense, Kenyan social media is vibrant, relatable and culturally grounded.
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Beyond entertainment, creators have ventured into more serious terrain. Political commentary and civic engagement surged during moments such as the 2024 Gen-Z protests, when social media became a key tool for mobilisation and public discourse. Religious content, motivational speaking, and gospel music attract large and devoted audiences. Educational creators discuss personal finance, real estate, technology, and entrepreneurship, responding to a growing demand for practical knowledge. Cultural creators use digital platforms to preserve heritage, challenge stereotypes and tell Kenyan stories in contemporary ways. From gaming and crypto to health and wellness, nearly every niche has found a digital home.
Yet while the range of content is broad, depth remains uneven – and this is where the concern lies.
Too much Kenyan content is driven by the pursuit of virality rather than value. Shock, drama and trivial spectacle often outperform thoughtful storytelling, encouraging creators to prioritise speed over substance. Social media timelines are crowded with low-effort, sensational material that mistakes noise for influence and visibility for impact. The result is a digital environment where meaningful conversations struggle to compete with juvenile antics and manufactured controversy.
Economic pressures worsen the problem. Monetisation remains difficult for many Kenyan creators due to low-value digital traffic, algorithmic bias and unreliable brand partnerships. Faced with the need to earn quickly, creators often lean into content that delivers instant engagement, comedy, outrage, or scandal rather than work that requires research, nuance or long-form commitment. Fake engagement further distorts the ecosystem, undermining trust between creators, audiences and brands.
Still, depth is not absent – it is simply under-rewarded. Creators who invest in substance demonstrate the power of meaningful content. Long-form interviews, social storytelling, and educational videos build credibility, trust and long-term audience loyalty. Platforms that centre real stories, social issues and lived experiences prove that Kenyan audiences are capable of engaging deeply when given the opportunity. Increasingly, creators are moving away from purely sexualised or sensational themes toward conversations about governance, mental health, the cost of living and identity – signalling a quiet but important shift.
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Technology is also part of the solution. Affordable high-quality devices, improved editing tools and creator-financing platforms are lowering production barriers. Engagement-driven monetisation models reward authenticity rather than inflated metrics. The rise of micro- and nano-influencers has further reinforced the value of trust over polish, depth over spectacle.
The Kenyan content creation space is at a crossroads. Its diversity is undeniable, but diversity alone is not enough. As digital media becomes the primary source of information and influence, creators must decide whether they are merely chasing attention or shaping conversations that matter. The call for “content with content” – purposeful, informed and responsible creation – is growing louder.
If Kenyan creators can balance breadth with depth, substance with creativity and innovation with integrity, social media can become more than a source of entertainment. It can be a tool for education, empowerment and national reflection. The audience is ready. The platforms are available. What remains is the choice to create not just what trends – but what endures. Quality outlives quantity.
By Ashford Kimani
Ashford teaches English and Literature in Gatundu North Sub-county and serves as Dean of Studies.
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