Itumbi: Govt will pay influencers who promote State programs
By David Nthua, October 1, 2025The Head of the Creative Economy and Special Projects in the Executive Office of the President, Dennis Itumbi, has announced that the government is willing to pay influencers who promote government services.
Speaking on Wednesday, October 1, 2025, during an engagement with content creators in Nairobi, Itumbi said content creators who focus on programs such as agriculture, health, housing, and job creation can benefit directly from government support.
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Dennis Itumbi woos influencers
“The government is willing to put money specifically for a few things that the government is doing, and you can benefit directly.
“One by putting proposals… I would like creators to take advantage of this because if you do content around housing, health, job creation, and agriculture, we are willing to put money into it for you,” Itumbi said.
Itumbi explained that the government has revamped its advertising strategy, moving from manual to digital platforms where the majority of audiences are consuming content.
“We will give you money and notes to create content and earn money by just putting it on TikTok. As the government, we have improved our advertisement from manual to digital ads where many audiences want to be informed,” he said.
The executive further encouraged young content creators to submit proposals highlighting how they intend to showcase government programs in a way that educates and informs the public.
Analysts say this initiative is part of a broader strategy by the Kenya Kwanza government to modernize communication and ensure citizens are aware of programs designed to improve livelihoods.
Opportunity for the creative economy
The announcement comes at a time when the Kenyan creative economy is rapidly growing, with thousands of influencers leveraging social media to engage audiences.
Itumbi noted that this partnership not only benefits content creators financially but also strengthens the reach and impact of government initiatives.
Content creators who wish to participate are encouraged to apply through the Creative Economy Office, outlining their planned campaigns and expected audience engagement.
The government says successful proposals will receive financial support and resources to produce high-quality digital content.
By integrating influencers into public service campaigns, the Kenya Kwanza administration aims to modernize public communication, increase transparency, and ensure that key government programs reach a wider audience efficiently.