Ganjisha Content Program: Empowering Kenya’s Young Content Creators, Boosting Livelihoods

GANJISHA CONTENT PROGRAM: Empowering Kenya’s Young Content Creators, Boosting Livelihoods

The Ganjisha Content Program is a collaborative effort between the Africa Digital Media Foundation (ADMF) and Digital Opportunity Trust (DOT) Kenya, supported by Google.org. The program aims to reduce youth unemployment in Kenya, through training in practical content creation skills, leading to increased skills, confidence, and more sustainable livelihoods over time.

Beyond Likes and Clicks

As the digital technology continues to advance, there is an influx of people on social media platforms. Currently, Kenya has over 13 million social media users, compared to about 10 million users at the beginning of 2023. TikTok, Facebook and Instagram have been ranked as the most used social media platforms in Kenya as of March 2024.

The benefits of using social media have evolved from connecting with people, accessing information, collecting likes to creating entrepreneurship opportunities for creators. The creator economy boasts over 200 million content creators globally, and as of 2023, the global influencer market was valued at $21.1 billion.

Kenya has not been left behind in tapping into the opportunities presented in the digital economy. On August 6th 2024, Meta announced the availability of two new monetization features for eligible creators in Kenya —In-Stream Ads on Facebook and Facebook Ads on Reels. These will enable creators to earn money for crafting original videos and cultivating community. Meta’s recent monetisation roll-out is timely and in alignment with our Ganjisha Content Program, which underscores the importance of mobilising and empowering Kenya’s young content creators, especially in underserved regions.

Objectives and progress of the program

Through the Ganjisha Content Program, we are geared towards achieving a set objectives, including promoting digital literacy. Creators in our programs will acquire essential digital skills for content creation. We also seek to foster entrepreneurial skills, enabling youth to monetise their content and create sustainable livelihoods. Additionally, the program will strengthen community support through peer-to-peer learning and mentorship and enhance inclusion by ensuring participation from all 47 counties; focusing on reaching underserved and disadvantaged youth. 

In a period of 12 months, we aim to reach 7,000 young content creators aged 18-30 across 47 counties in Kenya. We are partnering with local CBOs accessible to youth at community level, where they are able to attend classes. We also host virtual masterclasses, info-sharing sessions, between participants and established content creators to share insights on content creation. It takes 3 weeks to complete our modules, which include vision and goal mapping, self awareness, financial literacy, introduction to content creation, idea generation for a niche market, social media marketing and ethics, business model canvas for content creators, videography, photography and graphic design. The classes are facilitated by community leaders, young and innovative individuals who are training youth in their communities and empowering the next generation of content creators. Between April and July 2024, we trained over 2,000 youth across 26 counties.

What youth are saying about the program

Borrowing the words of Gary Vaynerchuk, ‘Content is King, but Context is God.’ In case you have read up to this point and are probably wondering if this program is beneficial to Kenya’s youth, here is a chance to hear directly from the participants . First we have Fadhila Saidi from Bungoma County, noting what jumped out at her during the program:

What I liked most with Ganjisha Content Program is the topic that talks about the content creator and self marketing. As a content creator, I can develop ideas on social media, share my passion, and effectively monetize my content. 

Margaret Njambi Njoroge from Nairobi County also mentions what stood out to her in the program:

What I liked most about the Ganjisha Content Program is that it has enabled me to know which skills I need to be a good content creator. It has enabled me to learn some skills in graphic design and photography. Financial literacy has also taught me on how to manage my income.

At the start of the program, most young people lack the confidence to explore and monetise content creation. This holds them back from unlocking their potential and taking advantage of the endless opportunities online. After joining the program, Paul Njai Maina from Nyandarua County managed to overcome this challenge. Speaking about his experience of the program, he said,

What I liked most about the Ganjisha Content Program is that it helped most in growing one’s self confidence and how to overcome fear when giving out information to a large congregation.

Join our program to learn and grow

The content creation space is booming and your next opportunity could be right in your phone waiting for you to discover it. You need the right skills, knowledge and community to be able to navigate this space. We, Digital Opportunity Trust Kenya in partnership with Africa Digital Media Foundation, with support from Google.org, are offering you a platform to learn, connect with content creators and thrive. To join our program, click on this link to find a centre near you and contact the community leader in your area for personalised support.