YouTube stars are today’s self-made celebrities—people who have earned an audience by creating video content geared toward teaching, entertaining, reviewing, etc. However, YouTube says Kenyans are missing out on income opportunities by failing to fully exploit some of the income opportunities on the platform.

According to the Head of YouTube Music Business and Partnership in Sub-Saharan Africa Addy Awofisayo, Kenya leads in the consumption of content, but creators are not using this to their advantage.

Among the number of factors contributing to this, the biggest is the lack of sufficient knowledge on positioning brands and content for maximum revenue generation, the company states.

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“One of the problems I have noticed is artists not surrounded by the right team. You see a talented artist with a manager who is not experienced and lacks knowledge of the music business and this definitely has an impact on the artiste’s revenues. Some artists also lack YouTube channels. Most have been discovered on YouTube, but a majority don’t have their channels. How are they going to make money?” Awofisayo told the Saturday Nation.

Addy adds that in order to succeed on the platform, content creators also need to be consistent and put in the work.

“We are living at a time when people are consuming all kinds of content; they want to know what you eat, how you live, where you shop, and things like that. All these contribute to the healthy growth of a channel which in return translates to revenues,” she said.

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According to YouTube’s parent company Alphabet, the platform raked in $28.8 billion in advertising revenue in 2021 and paid out more than $15 billion (Sh1.8 trillion) to creators globally. YouTube takes a 45pc cut from advertising revenue, with 55pc going to the creator.

Addy urges all content creators to understand their audience so they can tailor-make their content to suit them. She also says Kenyan artists and content creators should take advantage of funding programs on the platform to grow.

The funds include YouTube Black Voices Fund which is dedicated to spotlighting and growing black creators. Some Kenyans who have benefitted from the $100 million fund include Sauti Sol, Vloggers Mandi Sarro, Justus Nandwa and Make-up artist Cheynne Chelimo.

“This is currently our largest support fund and I would urge creatives to take up the opportunity and apply for the 2023 class while the window is still open.” Addy said

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Nigel Jr.
As a tech enthusiast and expert, Nigel Jr. is dedicated to providing in-depth and insightful content on all things technology. With a background in online journalism, product reviewing, and tech creation, Nigel has become a trusted source for all things tech.

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