On June 25 and on July 7, 2025, in some parts of the country, the streets of Kenya buzzed with the fervour of a generation demanding change.

Young individuals, equipped only with determination and smartphones, united not just in protest but as a testament to their perseverance.  

These protests focused on more than governance – they were a plea for opportunities; they spoke of dignity and agency; they envisioned a future where talent and hard work lead to viable livelihoods.  

For far too long, the conventional job market has struggled to absorb the yearly surge of graduates and skilled workers.  

With youth unemployment officially recorded at around 12 per cent in 2024 and unofficial statistics indicating that close to 75 per cent of Kenyans under 35 encounter limited access to significant jobs, the enormity of the issue is staggering.

This institutional failure has aggravated the very despair that continually erupts on the streets. 

However, the youth of Kenya are not a challenge to be solved; they are a vibrant, digitally savvy force waiting to be harnessed.

By embracing the creator economy and utilising platforms like Selar that bridge the gap between expertise, and economic empowerment, Kenya can transform its unemployment issue into a roadmap for sustainable development. 

In the past year, Selar facilitated over Ksh1.3 billion in payments to creators across 15 African countries. This comes from the platform’s over 300,000 creators.

Tapping into the creator economy is more than just an economic plan; it’s a strategy to tackle the fundamental concerns that resound from the streets. 

What is the creator economy? It is a lively ecosystem where individuals utilize their talents, knowledge, and passions to earn income by creating and sharing digital content. 

The creative economy is worth billions, and according to market intelligence company Coherent MI, the market size of Africa’s creative economy was estimated at $3.08 billion in 2023 and is projected to reach $17.84 billion by 2030.  

The possibilities range from producing content on social media platforms to crafting digital products. It represents a fundamental change from being passive information consumers to proactive value creators. 

The advantage of this digital transition is that it doesn’t require permission.

Unlike traditional employment, where opportunities are gatekept by degrees or connections, the creator economy rewards those who can recognize and fulfill a need.  

A photographer in Nairobi can market presets to a worldwide audience. A programmer in Mombasa can develop and sell coding tutorials.

A fitness enthusiast in Nakuru can monetise training plans, while a young Kenyan graduate skilled in graphic design can create and sell design templates. 

There are Kenyans already doing this, like Juliet Odhiambo, who teaches personal finance; Maureen Mung’ara, who teaches social media marketing; and Eric Imalla, who teaches forex trading.

The potential within the creator economy is endless. 

Nevertheless, a misconception lingers among Kenyan youth. Many perceive social media merely as a connection tool, and a significant number still associate monetisation strictly with brand partnerships, waiting for sponsors instead of establishing independent revenue streams.

This perspective overlooks a fundamental truth about the creator economy: value is more important than follower count.

The digital marketplace values specialised expertise just as much, if not more than, popularity.

The resources are available not only for influencers but for anyone willing to convert their knowledge into a marketable product. 

Throughout Africa, we can observe that targeted support can unlock the full potential of the creator economy.

Nigeria’s digital creator landscape is valued at Ksh4 billion, according to Dataleum, with platforms such as Selar enabling thousands to monetise their skills beyond conventional influencer agreements.   

The Government of South Africa has collaborated with TikTok’s Level Up Africa Programme, which seeks to upskill 3,000 content creators in South Africa and beyond.

As a result of these and other initiatives, the creator economy in South Africa is on a strong growth trajectory and could contribute up to 10 per cent of global gross domestic product (GDP) by 2030.  

These examples demonstrate what can be achieved when stakeholders invest in awareness and infrastructure.

The opportunity is present; what is missing is a collective acknowledgement that this digital revolution is meant for all creators, not just influencers, but every skilled youth in Kenya eager to turn their knowledge into an enterprise. 

The writer is the founder of PassionBiz Academy and the author of several books on entrepreneurship and personal development