Dentsu is supporting a new generation of creators with an opportunity to gain much-needed skills to enter the creator economy and maximise their income.
“Kenya is home to some of the most innovative and talented creators, whose passion and ingenuity inspire the world. At dentsu, we are immensely proud to launch a school dedicated to empowering these extraordinary individuals, providing them with the skills and resources they need to shine even brighter. This initiative not only opens doors to new opportunities but also connects them with the biggest brands in the country, ensuring their creativity reaches its fullest potential. The future is bright, and it’s being shaped by the amazing talent rising from Kenya,” says Samantha Kipury, Co-CEO of Dentsu Kenya.
In the era of the side hustle and remote work, a new generation of workforce trailblazers has emerged in the form of digital content creators, aka influencers. They’re not celebrities (at least not yet), but they are fluent in social media and have eschewed the 9-to-5 for flexible working, attracted to the dazzling opportunities of success and recognition in the world of influencer marketing.
The rise of platforms like TikTok has transformed the digital landscape in Kenya, creating unprecedented opportunities for young content creators. The platform now boasts a staggering 10.60 million users aged 18+ in Kenya, reaching 46.7 per cent of the country’s internet users. This explosive growth highlights the massive potential for Kenyan influencers to build their personal brands and monetise their creativity on a global scale. Interestingly, 55.3 per cent of TikTok’s ad audience in Kenya is male, indicating shifting trends in content consumption and engagement.
