A few years ago, TikTok was synonymous with dance challenges, comedy skits and viral entertainment. Today, for many young Kenyans, especially women, it has evolved into something much bigger: a platform where attention can be converted into income, sometimes within hours.
The possibility of making money through livestreams, brand partnerships and virtual gifts has transformed the app into a digital marketplace, attracting thousands eager to cash in on the creator economy.
The Sheryl Gabriella debate
The latest conversation was sparked by content creator Sheryl Gabriella, who shared screenshots claiming she earns around KSh500,000 every month through brand deals. Reports also indicated that one of her TikTok Live sessions attracted more than 11,000 viewers, earning her over KSh60,000 in virtual gifts.
While many celebrated her apparent success, others questioned the message such displays sent to young people searching for quick financial breakthroughs online.
The debate intensified after an explicit video linked to the influencer surfaced online. Although the circumstances surrounding the video remain the subject of public discussion, the incident has prompted wider conversations about the pressures of maintaining an online persona and the lengths some creators may go in pursuit of popularity and income.
The success stories often overlooked
There is nothing inherently wrong with earning a living through content creation. Kenyan creators such as Crazy Kennar, Flaqo and Dee Mwango have built thriving careers through creativity, consistency and years of hard work.
The challenge is that many aspiring creators only see the flashy payouts, luxury lifestyles and viral moments. They rarely see the countless hours spent creating content, the fierce competition, changing algorithms and the uncertainty that comes with relying on social media for an income.
The rise of ‘chatting for money’
Another fast-growing trend is what many online users describe as “chatting for money.”
Some creators spend hours engaging followers, many of them overseas, through livestreams and private conversations, encouraging viewers to send virtual gifts that can later be converted into cash.
While many of these interactions are harmless entertainment, others can blur personal boundaries, create emotional dependency or expose creators and followers to risky offline relationships.
For students and young adults, marathon livestreams that stretch into the early hours of the morning can also affect sleep, academic performance and overall productivity.
Why so many young people are joining TikTok
With youth unemployment, rising living costs and increasing financial pressure, TikTok appears to offer something traditional employment often cannot—an opportunity to earn money quickly with just a smartphone and internet connection.
But viral success remains unpredictable. For every creator making headlines over six-figure earnings, thousands struggle for months or years without generating meaningful income.
When likes become self-worth
Perhaps the biggest concern is not the money itself, but the growing belief that personal value is measured by views, followers and virtual gifts.
Yet many Kenyan creators continue to prove that TikTok can be used positively, to educate, market businesses, entertain audiences, advocate for social causes and inspire communities without compromising personal values.
A powerful tool, not the problem
TikTok itself is not the problem. Like any digital platform, its impact depends on how people choose to use it.
Fast money can be attractive, but sustainable success is more likely to come from education, marketable skills, disciplined creativity and entrepreneurship that extends beyond the screen.
When the livestream ends, the gifts stop flowing and the algorithm moves on, one question remains: What have you built that still exists offline?
