Why Ugandan content creators trail Kenyans in earnings

While Kenya’s content creators rake in impressive earnings, their Ugandan counterparts face a tougher climb to the top. But why is there such a stark difference between the two countries’ content creators?

Dr. Emma Nakitto, a digital marketing expert, points to a mix of factors stalling Ugandan creators’ financial success.

“It’s not just about the content; it’s about the ecosystem supporting that content,” she says. “Kenya has a more developed digital infrastructure, with better internet penetration, a larger audience base, and more opportunities for brand partnerships.”

Indeed, the digital divide between Uganda and Kenya is more than just technical. Kenyan creators benefit from a more vibrant advertising market, where brands are eager to collaborate with influencers.

In contrast, Ugandan brands are still catching up, often hesitant to invest in influencer marketing and content creators at the same scale.

Moreover, payment systems play a crucial role. Kenya’s M-Pesa has revolutionized mobile payments, making it easier for creators to receive earnings from various platforms.

Meanwhile, Ugandan creators often face hurdles in monetizing their content due to limited payment options.

Dr. Nakitto also emphasizes the importance of digital literacy. “Many Ugandan creators are talented but lack the training to optimize their content for revenue.”

“Whether it’s SEO, audience engagement, or understanding platform algorithms, these are crucial skills for monetization.” She added.

Ugandan influencers have mixed reactions about Kenya’s content creators raking in impressive earnings.

Whereas some distanced themselves talking to us, some say they admire the achievements of their Kenyan counterparts, noting that Kenya’s digital ecosystem provides better support and monetization opportunities.

Others express frustration, feeling that Uganda’s content creation landscape lacks the same infrastructure and support, making it difficult for them to achieve similar success.

There’s also a call for more investment in digital platforms and creative spaces in Uganda to level the playing field.

However, there is hope. The Ugandan digital landscape is evolving, with more training programs, better internet infrastructure, and a growing recognition of the value of content creation.

As these elements improve, Ugandan creators could soon bridge the gap and tap into the lucrative opportunities their Kenyan peers enjoy.

Until then, the disparity remains a wake-up call for Ugandan creators and brands alike. The potential is there—the challenge is to unlock it.