Kenyan content creators are missing out on millions in potential earnings because of broken systems connecting them to brands. A new platform, ZAUMU, aims to fix this. Since it offers direct access to projects, guaranteed payments, and better deal management tools, ZAUMU wants to bridge a gap that has stifled the country’s growing creator economy. This matters because despite brands spending more on digital marketing, much of that money still flows back to traditional channels.
ZAUMU is an end-to-end marketplace where brands can post influencer campaigns and creators can pitch and deliver work directly.
According to ZAUMU co-founder Cedric Nzomo, 90% of digital projects meant for content creators never reach the market. He blames slow project approvals, poor measurement tools, and a lack of trust between brands and creators.
“Brands are hesitant to commit to digital projects because they cannot easily track results. Traditional marketing still feels safer for them. In 2024 alone, the 200 billboards between Waiyaki Way and Nairobi CBD made more money than all Kenyan content creators combined,” Nzomo said.
The gap is massive. Kenya’s influencer marketing spend stood at $2.5 million (KSh 320 million) in 2024, far below the estimated potential of $25 million (KSh 3.2 billion), according to Statista.
Several problems fuel this mismatch:
- Brands often choose creators based on public trends or referrals, not verified skills.
- Creators face delays, low pay, and poor contract terms.
- Brands lack visibility into creator quality, while creators accept any job for survival.
ZAUMU’s platform is built to address these pain points through:
- Transparent job listings where brands publish budgets upfront. Payments are deposited in advance and released in stages.
- Streamlined contracting giving creators more control over their intellectual property, image rights, and project deliverables.
- Direct communication between brands and creators, improving speed, collaboration, and privacy.
- Automated reporting so brands can track project progress and creators can meet milestones.
- Feedback and review systems to build trust and accountability on both sides.
- AI-powered tools offering brainstorming, moderation, and support.
Cedric Nzomo points to data showing that 76% of Gen Zs in Kenya aspire to be professional content creators. Yet access to steady, transparent work remains a barrier.
ZAUMU is free to join through self-registration at zaumu.com.
