Just writing this article, I suddenly remembered the period immediately after I cleared high school. Before the KCSE results were even out, I was already working at my uncle’s imaging clinic at the Coast. I was only 16 turning to 17, and I found myself dealing with extremely sick patients, something that really toughened me – and quickly at that. My former schoolmates were envious, and I wore my new job like a badge of honor. I even remember connecting my best friend to a receptionist vacancy at the clinic. Ohh you should have seen me then, so proud of what i was doing, proud of how proud my uncle was of me, always so eager for the day to end so i could call my mom back in the village and pass stories to her of the exciting things i saw and did during the day while at work. My friend and I were so proud to be stepping into adulthood earlier than most.
But those times have changed. Today, very few teenagers dream of rushing into an office or clinic job straight after high school. Now everyone dreams of ring lights, viral dances and brand deals. My own sister and niece, both currently preparing for their Form Four exams, speak more excitedly about growing their TikTok accounts than about joining the job market. And if i am being honest, I doubt they would survive the kind of grind we faced back then, long hours with little pay while having to deal with people at their most vulnerable.
My curiosity landed me here today, and the big question we are going to address in this article is: Why are young Kenyans choosing TikTok hustles over traditional office jobs?
The Rise of TikTok Hustles. Why Are Office Jobs Losing Their Shine?
In the last five years, TikTok has exploded in popularity across Kenya. Actually, I would say Tiktok got their major breakthrough during covid. What some of us dismissed as a kid’s app got our full attention then. Here is an interesting bit of information you probably didn’t know about: Kenya is leading in tiktok users. According to a 2023 Reuters Institute report, Kenya ranks as the world’s number one TikTok user base per capita, with 54% of internet users in the country regularly on the app. That puts Kenyan TikTok usage ahead of much larger markets like the U.S., UK, and Nigeria. To be honest, i do not know what to feel about this stat and before i can even make up my mind, i would need to know the percentage of people making money from it vs those that are there just for entertainment purposes. But whether it is a good thing or not, I’ll leave for you guys to decide. The fact is, this dominance makes Kenya one of the continent’s most vibrant TikTok hubs, where trends often start before spilling into wider Africa.
Now I understand why so many African content creators (and even beyond) love mentioning Kenya in their content to gain views, growth and what not.
For some young Kenyans, TikTok has become a serious hustle. The platform is filled with comedy skits, thrifted fashion try-ons, cooking demos, motivational talks and even grassroots news updates. Most people get their daily dose of news from there. And behind those videos are creators who’ve found ways to turn creativity into income. With some apparently earning more in a single viral month than they would in an entire year at an entry-level office job.
The appeal isn’t hard to understand. Some of the factors are glaring. For example, Youth unemployment in Kenya hovers around 13–15%, while many employed graduates face underpayment and long commutes for salaries that barely cover basics.
Another factor is the creative freedom that seems to come with content creation. Unlike office jobs with strict hours and routines, TikTok offers autonomy; filming from home, dictating one’s schedule and pursuing personal passions. I mean, who wouldn’t want that? (and do not make me start on why genz love such a lifestyle).
Finally, there is the issue of visibility and community: On TikTok, a single clever skit can reach millions overnight, bringing with it money, fame, validation and opportunities offline.
Stories abound of young Kenyans reshaping their futures through the platform. Brian Mutinda, for instance, began posting relatable Nairobi skits and quickly built a following that attracted brand sponsorships. Elsa Majimbo, our own baby girl who started by making satirical videos from the comfort of her bed in Nairobi and now dines with the Rihanna’s and Beyonce’s of the world, shows how far a TikTok hustle can go.
If you look at it from that angle, then the choice becomes clear for many: why chase a crowded job market that undervalues your labor, when a smartphone and a little creativity can offer both income and independence?
The Business of TikTok Hustles. Monetizing Creativity
TikTok hustles in Kenya have become a structured way of earning a living. With Kenya ranked as the top TikTok user base globally per capita, creators here are in a prime position to cash in on one of the most engaged audiences in the world.
1. Creator Funds and Live Gifting
While TikTok’s Creator Fund payouts in Africa are still limited compared to the U.S. or Europe (i have never understood the basis for this decision by the way), Kenyan creators earn through live streams. Viewers can send virtual “gifts” like roses or coins that convert into real money. Some full-time creators make thousands of shillings in a single live session, especially when their followers are deeply engaged (this is where gifts like the universe or lions come in).
2. Brand Partnerships and Sponsored Content
Kenya’s advertising landscape has shifted to embrace TikTok. Brands now see influencer marketing as a key driver of youth engagement. We have telecom companies, fintech apps, fashion boutiques and restaurants, and all sizes of businesses paying creators to showcase products in skits, reviews or challenges. A creator with just 50,000 followers can earn between Ksh 20,000–100,000 per campaign, depending on reach and niche. And by the way, I bought both my laptop and phone from shops that sell on tiktok, so yes, I would say advertising through tiktok really does work.
3. Affiliate Marketing and E-Commerce
TikTok has become an entry point for small-scale e-commerce in Kenya. Creators often link thrift fashion finds, hair products or local snacks to online stores. Every purchase made through their affiliate links earns them a commission. Some have even launched their own businesses, using TikTok as the primary marketing engine. (I personally have gone live several times to sell my products).
4. Cross-Platform Opportunities
A viral TikTok doesn’t just bring attention to the app. It opens doors beyond it. Thin, Azziad after the utawezana challenge. Several Kenyan creators have landed television spots, brand ambassadorships and YouTube partnerships after building TikTok credibility. The platform has become a springboard to bigger opportunities, making it more appealing than being stuck in a low-paying office job with little growth.
5. Local Support and Infrastructure
TikTok itself has noticed Kenya’s dominance. Partnerships with local firms like Aleph Holdings and Wowzi now allow Kenyan businesses and influencers to run TikTok ads in shillings, track performance and professionalize their campaigns, making monetization more accessible for both small creators and big brands.
TikTok, in short, has created an alternative economy for Kenyan youth that is built on creativity, influence and digital community. In a country where unemployment is glaring, this is becoming more of a main hustle as opposed to a side hustle.
The Challenges of TikTok Hustles
For every Kenyan creator making steady income on TikTok, there are dozens struggling behind the scenes. The real question is, how many young people have made tangible money from tiktok – or any at all for that matter? While the platform may promise freedom and financial opportunity, it comes with its own unique set of challenges:
1. Income Instability
Unlike an office job with a predictable monthly salary, TikTok earnings can fluctuate wildly. A viral video might bring in tens of thousands of shillings one month, but the next month could be dry if content doesn’t perform. We all know of content creators who went really viral and made trending content for a while and then suddenly disappeared into thin air. It is a mean field that would lift you to the clouds and drop you unexpectedly. Algorithms do their thing for starters, and then there is that little factor we do not like to talk about – how very quickly Kenyans move on to other things. How today they will praise you and call you names the next day.
This unpredictability makes long-term planning like paying rent, saving or investing difficult for creators who rely solely on TikTok.
2. Algorithm Dependence
TikTok’s algorithm is both a blessing and a curse. It can catapult a random video to millions of views overnight, and then just as quickly, bury subsequent content with no explanation. Creators often describe feeling like they’re “at the mercy of the algorithm,” constantly tweaking content to stay relevant.
3. Burnout and Mental Pressure
The demand to stay visible means creators must churn out content almost daily. The pressure to remain entertaining, on-trend and engaging can lead to burnout, anxiety and loss of creativity. For younger creators like those still in high school, this constant pressure can be especially overwhelming. Add Kenyan viewers to that (always criticizing, loving you one day and hating you the next.)
4. Online Criticism and Cyberbullying
Going viral also means facing public scrutiny. Kenyan TikTokers have to deal with trolls, harsh comments and cyberbullying. I can only imagine having to deal with all these without strong support systems. Kaligraph Jones even sang about it on his song “hao”, a timely piece that was released during the covid period when cyberbullying in Kenya was at an all time high. This negativity can impact mental health and self-esteem.
5. High Costs of Staying Online
Content creation isn’t as cheap as it looks. Data bundles in Kenya remain expensive and creating high-quality videos often requires investment in ring lights, smartphones and editing apps. So what happens is, many creators will reinvest most of their earnings back into production to keep up appearances…and then after they do that, algorithm comes in and does its thing.
6. Lack of Formal Protections
Unlike formal employment, TikTok hustles don’t come with benefits like health insurance, pensions or job security. You are literally at the mercy of the app. If TikTok changes its policies or if an account gets banned, down goes your entire income stream overnight.
For young Kenyans, these challenges don’t erase the appeal of TikTok, but they highlight the risks of putting all eggs in one basket. If you are one of these creators, it would be best to diversify by branching into YouTube, Instagram or starting your own businesses so that you are not fully dependent on one platform.
What This Means for the Future of Work in Kenya
What we initially thought was a passing trend is now here to stay. Tiktok hustles are redefining what “work” means for a new generation of Kenyans. Where once success was measured by securing a stable office job with a steady salary, today’s youth are chasing a dream that prizes flexibility, creativity and visibility over rigid routines.
This shift doesn’t necessarily mean the end of office jobs. Many young people are choosing a hybrid path. They are using TikTok as a launchpad while pursuing studies, freelancing or running small businesses. Others are transitioning from side hustles into full-time digital careers, building personal brands that may eventually outlast even the most secure 9-to-5.
What does this then mean for Kenya’s economy? The rise of TikTok hustles raises both opportunities and questions. On one hand, it creates a new digital economy that empowers youth, democratizes access to income and exports Kenyan culture to the world. On the other hand, it exposes gaps in policy and financial literacy. These are the areas that will need attention if this creative workforce is to thrive sustainably.
Ultimately, TikTok has given young Kenyans something that traditional office jobs rarely promise at entry level: a sense of agency. All you need is just a smartphone and an idea after which you can carve out your own space, tell your story and if you are lucky enough, earn from it. Whether this path is sustainable long-term remains to be seen, but what’s clear is that the definition of “a good job” in Kenya has already changed.
