Kenyan content creators told to formalise as brands move budgets to influencer marketing

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Kenyan content creators should run their work as formal businesses to win more brand deals, as companies shift advertising budgets to influencer marketing and demand measurable results, industry leaders said at The Media Shift Summit in Nairobi on October 29, The Star reported. The event also saw the launch of Expressions Influencer Agency under EXP Group to connect brands with content creators in Kenya and improve how influencer marketing campaigns are measured.

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What industry leaders said

EXP Group CEO Carole Abade said Kenya’s young population and growing internet use are creating room for creators to build businesses around their audiences. “There’s money shifting to them. And they need to be responsible,” she said. She compared creators who miss deadlines to a shop that is always out of stock: “If you open a store and you say I’m selling the following items but you’re always out of stock you’re not in business.”

David Boone, CEO of Expressions Influencer Agency, said big clients worldwide are moving budget towards digital and the creative economy, though traditional media remains relevant. Brands now look past followers, likes and views to sales and other business results. “What are the business outcomes that the brand can get as opposed to just awareness?” he said. On artificial intelligence, he said it “will not replace trust and credibility. That’s what the creators have.”

Grand View Research data cited at the event put the global influencer marketing market at US$45 billion in 2026, up from US$34 billion in 2025.

What formalising means for a creator

• Register the business: a business name or limited company with the Business Registration Service, so brands can contract with an entity.
• Get a KRA PIN and file returns: brand payments are income. Our explainer on YouTube and creator tax in Kenya covers how platform earnings are taxed.
• Issue proper invoices: many corporate clients need eTIMS invoices before they can pay suppliers.
• Use written contracts: deliverables, posting dates, usage rights, exclusivity, payment terms and what happens if a post is late.
• Report results: share reach, clicks, codes redeemed and sales where possible, not just views.
• Disclose paid posts: label sponsored content clearly to keep audience trust.

What brands are paying

Rates vary widely by platform, audience size and engagement. Our guide to influencer marketing rates in Kenya sets out typical ranges, and our list of influencer marketing agencies covers firms that match brands and creators. Creators starting out can read how to make money on TikTok in Kenya.

A wider creative economy

The sector supports photographers, videographers, editors, talent managers, digital marketers and strategists. As brand budgets grow, so does demand for these services, creating jobs and small businesses around top creators. Organisers also announced a new tool for Kenyan marketers, but did not give details of its features.

FAQ

Why should content creators in Kenya register a business?

Brands prefer to contract with registered entities that can sign contracts, issue tax invoices and be held to deadlines.

How big is the influencer marketing market?

About US$45 billion globally in 2026, according to Grand View Research data cited at the summit.

What do brands want from creators now?

Measurable business results, such as sales, rather than followers and likes alone, plus reliable delivery on contracts.

Updated October 31, 2026.