In Kenya, TikTok is delivering serious sales results for brands, but questions persist over how the platform shares its commercial success with the local creators essential to its growth.
TikTok for Business, the platforms advertising arm, is marking its first year in Kenya with data showing over 200 local creators collectively earned more than KES 47 M over USD 360 K through brand collaborations . The revenue came from Kenyan companies hiring creators to make promotional videos, using TikToks new local support teams to connect them.
The platforms debut commercial year has seen strong adoption by Kenyan brands, resulting in measurable growth for several major companies. TikTok campaigns, findings revealed, helped e-commerce platform Kilimall generate over 152,000 purchases and a six-fold increase in sales. Others, such as consumer goods player Godrej Aer, doubled month-on-month sales, while fintech company Branch topped customer acquisition targets.
