Content Creators to Get Paid in New ADs-Based Model

Head of Presidential Special Projects and Creative Economy Dennis Itumbi has announced a groundbreaking advertising model to compensate content creators and reward viewers for watching advertisements.

On Thursday, Itumbi revealed that ImagineBC and TrulyKe are piloting an innovative system designed to revolutionize how advertising works in the digital space. The company described it as "the future of advertising" that is creator-led.

According to Itumbi's statement, the model operates on a dual reward system: creators receive payment for hosting advertisements, while viewers also earn rewards for watching the ads.

"ImagineBC & TrulyKe are piloting a model that rewards viewers for watching ads, while having Creators paid," Itumbi stated.

The initiative is currently operational in Nigeria and South Africa, with plans to extend to Kenya in the near future. Itumbi indicated that details on how Kenyan creators and audiences can participate will be shared soon.

"Already working in Nigeria & South Africa. They will soon share how Kenyan creators and audiences can join in," he announced.

Itumbi emphasized that the message of channeling advertisements through creators is gaining traction, with stakeholders willing to ensure the process maintains transparency and meets global standards.

"Our message of channeling adverts through creators is getting attention and there are people willing to ensure the process is transparent and meets global standards," he stated.

The announcement comes amid increasing government focus on supporting Kenya's digital content creation sector. Recent initiatives have included partnerships with major social media platforms to provide creators with training and resources.

On October 7, TikTok announced plans to train 3,000 creators across Sub-Saharan Africa through an expanded version of its Level Up Africa programme, stylised #LevelUpAfrica.

“The Level Up Africa Creator Education Day is a powerful opportunity for us to connect with our vibrant creator community across Kenya. It’s not just about skills development, it’s about fostering community, inspiring collaboration and opening doors for creators to take their careers to the next level,” Boniswa Sidwaba, Head of Content Operations, Sub-Saharan Africa at TikTok on October 7 stated.

“This year, we hosted over 150 guests, making it our largest creator engagement to date and a clear demonstration of TikTok’s deepening investment in Kenya.”

The government welcomed the initiative, commending the efforts towards growing the country’s digital economy.

“We commend TikTok for investing in Kenyan creatives and recognising the power of the digital economy to drive job creation. Programmes like #LevelUpAfrica align closely with our national agenda to empower creatives through innovation, skills development, and technology,” Stephen Isaboke, Principal Secretary, State Department of Broadcasting and Telecommunications, stated.