The Role of Social Media and Tech in Promoting Youth Entrepreneurship in Kenya | #YInTheMorning

smartphone usage. >> Yeah. >> And this terms on social apps including WhatsApp which is like the default closer uh Tik Tok and then accompanied by Instagram. But again most of the young entrepreneurs who are on this platform they're using Empessa to transact a lot. So from payments the start scrolling into selling former jobs remains cast as platforms now grow. When you look at I think there's a guest who was here was it could have been a couple of months ago or maybe last year if I'm not wrong. She she was she she was telling me the way she's multitasking being a miss she was contesting in one of the beauty beauty pageent franchises. She's she's doing the pageantry >> but again she's schooling and then she was doing entrepreneurship but doing it online. Yes. So I don't know if you're selling beauty products or dresses and that already just tells you that social media can allow you literally to do anything. >> Yes, you can be a journalist here but user >> have you seen your friends as well? You know that's the best the good thing about social media cuz now looking at it uh platforms like uh even Facebook even um platforms like Tik Tok even WhatsApp you know about WhatsApp business where you can post your catalog your what what you services that you offer the type of let's say you are selling um even suits or even clothes or even shoes you can put a whole catalog the whole pictures about the products that you have people can and even the prices can put along the prices there people can actually go to your business now cuz Now it's way easier with them with the usernames and all that cuz now I can you can just go to maybe your main platform is Tik Tok can tell them you can uh you can search me on WhatsApp through this username you can find me then you find my old business catalog that that means social media is making everything easier looking at platforms like um Tik Tok which is more used in Kenya compared to any other country where people now turn those platforms to online shops where now everybody's marketing what they do uh even going on live those type of live streaming selling their products get this for 100 B get this for 500 shillings. So that that means social media has gone to a place where it has made everything easier compared to what what we had in the in the back in the day. That means you know back in the day before you even set up a shop even fill the the shop with any any anything that you're selling that took took took a [clears throat] lot even even not compared with the capital that was needed to start that type of business. Right now I can just go to Gumba then I buy I buy maybe a bail of clothes then I don't need an physical shop to sell all those clothes I can just go online then I post my clothes there I tell them if you need this contact me then I'll deliver it to you then you will pay me after delivery so that that's how social media made everything for even more for the youth cuz now they have seen they they identify the gaps and they going for it. >> Yeah. So meaning that you don't have to pay rent anymore. >> Yeah. You don't have to pay to a place that you can start a business. You can just do it with your phone. Your phone your phone is your shop right now. >> Yeah. Absolutely. Exactly. Your phone is your shop. Cuz also when you look at who who is this guy who went viral during the World Cup? Uh what is his name? I'm a big fan. I'm a big fan. I'm a big fan. Lin. Yeah. >> Remember the the draws he was wearing. And it was just like a little teaser of what he was wearing. even though he's very suggestive and provocative, but the the way it was captured and it went viral on social media and from the report it said that brand was sold out just by that short capture. >> That shows you social media is very powerful. But also in our country right here, I think it's easier to go viral >> for wrong things. [laughter] >> True. >> You've seen it. You >> look at some of the influences who their videos have leaked uh conversations as well. Mhm. >> the behind the scenes that should not make it to broad daylight. I think it's easier for you to be known for negativity online >> than for you to be known for uh selling a business. So I can imagine if we turned that kind of social media um power >> and marketing products and especially there's a debate there's a debate as well I was having with someone about how we package our tourism and they pointing out that South Africa is the most highly uh marketed in terms of advertisements that run on digital and TV of how they promote their tourism sector. So I can imagine if we had viral ads of our very own tourism sector right here, how our institutions work, some of the favorite tourist destinations that you know tourists come and go to. If we had small small viral videos of such places, >> Mhm. >> the whole world would be literally be flocking here. >> True. >> To come and experience you know the amazing serendipity of our country. So I believe social media has greater chances of helping people go viral. But it's just that people go viral for wrong reasons. Does [laughter] wrong things. What do you think we can do to ensure that this wrong? Do you know do you know the crazy thing is when maybe even people outside Kenya when they hear about Kenya more so on X and also on these platforms like most mostly on X when you about Kenyans with on on X what really comes your mind is um how they can banter you on those platforms not really necessarily what they can offer so that's the mentality that we are put then the thing about now even going viral for the wrong reasons we have seen it a lot we are paying attention to the wrong the wrong things there's no need to pay attention all those attention to that. Maybe if you now convert all that attention then you start now cuz I think people out there there are people who are making amazing content apart from just the unnecessary things the bad things that you know the sort of things that go viral but there are people who are making actually productive content even educative educative content more so on businesses but you find in a way that when you when you do maybe maybe a short clip about telling people about what can you do in this marketplace what can some of the ideas just sharing ideas generally about entrepreneurship. No one will no one care about that video. People just scroll [clears throat] away. But I saw I saw there's this guy who has gone viral. He normally does street interviews with this big business people asking them just simple questions. But >> like advice on how it can I think you have come across these videos. So he did a video with one of them the relative. >> Yeah. Yeah. So he did that video, but do you know what really made people to to react on that video is because he posted a clip first where the guy actually ignored him. So that's that is called attention grabbing then then the attention grabbed then he posted the other the other clip where they will interview then the the the second clip actually got the views and also the traction that so I don't know I don't know if um is the mentality that we have or we are just wired in that way. We need to be grabbed our attention first. We don't we don't want to be exposed to something serious so that we can we can feed on the information that is there. We just need to to be grabbed our attention first is something that is joking or something something that will make you go to the comment section and the first first instinct. But no, I'm not really unsupporting of that. But if that's the way and I think no the business model should employ that type of um a type of content creation. >> Okay. But also when you look at how the algorithm pushes content, I don't know because I believe with AI and some if you hear some of their >> confessions or even former uh 181 sama >> former employees were meta they're employed by SASUS which was the BO the outsourcing company they're saying >> they had to train some of these AI agents on some of the information that if you are to look up if you to look up something online the information that will crop up or will come up if you're looking it up is what has been trained to be there on that algorithm. >> So the algorithm in Azoa that type of content. >> So each and every time something has to trend it either it's negative dramatic or explicit or just like it's borderline. So I think algorithmia X rarely do you if you see something trending it has drama on it either in politics, entertainment or just something bizarre. Even with the bundian I think early in the morning it was trending at number two. I can imagine if that was somebody's business and even in the franchise that person will be ripping big. >> You know, do you know the moment um the only time that your business can trend is maybe something crazy has happened to your shop or it has been broken into or it has been closed just any sort of drama that's when your shop will trend. But does it really benefit you? when your business is going down that means at the end of the day your business but you're getting the traction but you're not getting you want the customers but I feel like if we're going to to utilize social media I think um you have to know more so where is your marketplace so that you can know you know you can you can say okay I'm selling clothes but you can go on X and post that you selling clothes but that won't get you anywhere that won't get you any clients but you can do it uh do it differently on another platforms then it will get you the customers that you need. So most when you when you interacting social media know the most of your market marketplace and also your target audience. Let's say you know you're selling a a product like agriculture agriculture produce then you want to you want to put it on um on a place like Instagram you know on Instagram people are known to known to see the flash let's say the luxurious type of things that's what they want they want to see the expensive cars they want to see the expensive watches then you're bringing your farm produce there not a lot of pay attention to that so there's different platforms so for different audiences it's just for you to know even to tap and know okay if I post this on Facebook it'll get me this type of customers if I post this on on X or even on Twitter that is on X or even on Instagram or even on Tik Tok it will get me this type of audience so it's more so knowing the platforms and also which type of audience they do offer >> but also I believe when it comes to like creating some sort of like a prominent brand that's known for some certain services or products >> there need to be a certain kind of consistency even with the the format of your videos, uh the color of your videos. I always try I think blue for me has always been my theme color. So I try to maintain that blue even in photos, even in anything, even sometimes music too. >> And it's interesting the way businesses right here are marketed online. >> There's a way especially those that use celebrities as uh you I think you use the word attention culture or attention grabber or just to strike people's attention. It could cost you at some point. It could cost you to go there. So there are so many tactics and you know ways and tricks to like be visible on social media. I remember was it I think it was last two I was speaking to a dude by name magatti who's working with I think he works with joy ride podcast he works with madf fun he's working with some of these major celebrities and he's also their social media marketer and he tells me he has to do a lot in terms of the hashtags you know initially when Instagram came and I believe YouTube too when YouTube was becoming even more prominent here in Kenya for your video to go viral and be seen in other content or in other people's feed you had to use uh keyword words. >> You had to use some hashtags. Yes. >> You had to tag some people. You had to even associate yourself with certain headlines. >> But now the algorithm is organic. What you post and if you're consistent and it's information that trains the algorithm >> then that's how you go viral. So I think also social media has made it easier for people to access information, access products. Like right now if you were to Google any hotel that's offering yama if you to go on Instagram and look it up you definitely likely to see even people that are doing home deliveries that don't have like physical shops and I think that's how social media just continues to >> just posting consistently and also uh the way you mentioned something that um is unique to yourself maybe your color even the type of music that you that you use I just I like to to to look at the content that um do you know Shiko Shiko something Shik eye style she normally sell some many things >> she went viral for being auctioned >> yeah yeah that time that was the only time that she went viral and people actually followed up the >> chasing no no it was actually real from her franchise from her place >> but she managed to to get back in the business so right now her business is still booming so she doesn't she she has this catchphrase customer that that's how people know it's her so if you have like a certain unique thing about your business on how you present yourself on social media maybe a certain song when people hear about it that's how people know about your business actually and even you have a certain color that you use you know when you post let's say today you post with a green color >> tomorrow you post post the blue color now that means people will be even confused with the content this is never serious but another thing to to note is I like how KFC right now they are in the marketing even even connecting the Gen Z cuz uh you can you have seen their billboards their current billboards and also what they posting on social media >> even have a speed as your ambassador. >> Yeah. So, so some somehow the thing that um a lot of business have not realized you should right now this is in a new generation that means they need something new not what you are what normally you did in the past but >> do you realize KFC they've maintained the face cuz you know when it comes to branding as well I remember listening to Caroline talk as well she was also one of my radio trainers way back talk on branding and advertising people don't even buy sometimes the product, they buy the person, >> their face. Yeah. >> Behind the product. Literally the face. Exactly. So, if you look at the way KFC have seen now that you brought it in and it's an international brand, they've never changed their logos to something else. It's always that I believe that's the original founder. >> Yes. With the face, a caric catch of his face and the the logo KFC. So for brands that have been consistent even now that previously were not on digital they still maintained that but now they're upping the game in terms in terms of marketing tactics and visibility and partnering with even influences like a speed >> but the thing is did you expect chicken would be from America or from Africa [laughter] >> and here in Kenya specifically >> in Louisand how did KFC manage to steal [laughter] business from Louis It's just all about now you've marketed your brand and also the name of your brand. Cuz when you hear about the brands like KFC, you hear about brands like let's say a car brand like BMW, the Benz and all the Bentley, those are big brands. The Apple phones, they don't advertise, the Samsung like they have already established themselves as a big brand. So they in a way that you don't they don't need you, you need them. That's how they are put it. >> I think they established value for you. They have this >> high-end value that they deliver. Come on. iPhone iOS devices. Have you ever seen any advert here Apple on TV? Buy this series. >> No, no, let's just post a new phone and that's it. >> Yeah. They just launch it and they give it to influencers to review the features >> and they go back to withdraw the money at the back end >> cuz at the end of the day they have they they have already established themselves as the the big brand. So that means you need them. you need to have an iPhone or you need to have a Samsung so that you can be seen as a big person or can be seen as a valuable person in the society. That's how they have established themselves. >> So also about cars, you need to avoid to be driving a Benz, you need to be driving um a Porsche, you need to be driving this sort of big car brands so that you can you can can be seen that you have money. But there are there are other car brands but you you don't find these other brands advertising themselves. Why? Cuz they already they have the market, they have everything. They just need your money. they just want you you to go and purchase the new product they have. That's how that's how I think that's the way that every every organization that you should have in mindset that uh when you when you're starting a business not not only just every time that you want you want you want to please the people >> even set your standards so that I can know you know we have seen you know I think I'm I'm trying to get a brand which which um Levi yeah Levis is it Levis or Levies >> so the jeans >> they yeah they tried to to rebrand a whole before they they now they establish the Levis. So they try to rebrand so that they can see as they can start in a whole way a different way. So cuz they are trying to fit in the the new market. [snorts] But that's not that's not really the thing that every rather than already if you are a brand your way is to maintain the same standard I started with only adopted the new market the new marketing strategies only that only that should be changed but >> sure big time big time but also I believe establishing a niche specifically cuz like you've said uh you've said iPhone the iOS products they they have a niche >> you've mentioned Mercedes-Benz and BM BMWs, Range Rovers, and Cyber Trucks. They're not like for ordinary citizens who are [laughter] hustling. They're not for hustlers, so you say. They have a specific demographic of people that go buy these cars. So, I believe as well that's required in business. Even in social media too, like if you want to appeal to a certain demographic of people, what you post and share >> really makes them to gravitate towards you. And I bring in a good example of Azad. When Azad started dancing during COVID, even though she had done that previously before, >> she blew up. And look, have you looked at any Ghana building in CBD? >> I think the other day she was doing a video of the places she's she's she's in on a billboard in Nairobi. >> Look, social media versus real life. M >> so I believe also establishing a niche as a person online >> helps either businesses other businesses to gravitate towards you actually people ignore businessto business networking which is a big thing a franchise collaborating with >> we've even seen happen in the celebrity circles where they did a project together I think a good one is a speed and speed record YouTube collaborate FIFA so you can imagine those kind of powerhouse collaborations >> at the end of the day the revenue it's been um but you mentioned something about and I think I saw so a person now um talking about a how she came up on social media then how it has influenced a lot of girls now because um you remember she danced to a song major song then she was dancing all that so we have come to a place we are confusing that um going viral >> and also making good content because let's say mostly to young people they want people to get that type of celebrity position to get those numbers but we doing it in a different way because we getting the attention but for the wrong reasons. So that's the confusion. >> All right J let's fix your mic right. All right. Now, so we're talking about Mart's uh social media and how it can be used as a powerful tool to to influence or rather to also even foster or to create entrepreneurship opportunities. And we giving a good example as well of Azena who went viral in the toana challenge. She literally ended up becoming the biggest mega star and influencer right now. Literally each and every product wants to go to Azit. Also, are you looking forward to be an entrepreneur on digital social media platforms? What are you doing with your life? Your life could also be a business. Have you not seen people do video challenges saying a day in the life of, you know, a day in the life of a footballer, a day in the life of a journalist, a day in the life of a nurse, a day in the life of a pastor, a day in the life of a student, right? Those videos as well, a lot of people gravitate towards them. James Mak is good. But also when you look at how we market our businesses right here in Kenya >> sometimes for me I get stunned or let's say dumbfounded or even lost for words like yes you're advertising a barber shop but why is it starting with somebody >> like very you [laughter] know unconventional things just to pull that attention and I think like you've we've said we've rightly said negativity pulls a lot of numbers online >> is there Maybe a way we can find uh doing positivity in videos, especially online, like doing positive acts instead of doing irrational things. >> Mhm. >> That can still bring attention. Like why do people like negative acts more? And from there they realized a lot of like 10 plus people visited that office, visited that shop, they turned up to that business to just try and see if that influencer who was dancing over there is also in that shop or that dude who was there with sex is also in that shop. It just shows that we like we like nude like nudity is a very nudity and consumer. >> I think it's called nudity and sensuality. Yes. where a model comes, they're oiling themselves, whether male or female, they're shoving, they're showcasing their six month D, they're dressed, you know, not not in a good way, >> so to say, for lack of a better word. And that's what people just want to watch. Even in TV ads, have you seen even the digital ads, especially lotions, oils, soaps, the way they market them? I don't know. [laughter] >> And that's where you see a lot of people go to buy purchase those products. Do you know the way you mentioned you said something about knowing the face of the mostly the influencers we want to buy the face not really the product cuz you have seen maybe giving an example let's say a face product or even a lotion product you have seen um the adverbs mostly they're showcasing you the how the soft the skin is and everything so people actually when you see that now you want you want to you want to be like that person you're seeing on TV so that's what actually attracts you not what the products offers so you want to be like that. So that's why that's why they like to use influencers in those type of commercials and sort of type of promos cuz they know these are these influencers that have numbers. So that means they bring the numbers to the shop and then when you see let's say let's say um if you follow let's say cuz I follow sports. Yeah. Then I see Messi going to a shop where they sell jerseys. I won't care where the shop let's say it's in Kenya. So I won't care what what the price is for the the for the jersey. that as long as this certain person was there. As long as Messi said this thing is good, I'll just go and and even visit the shop even not even if I'm not buying. So that's that's how they that's how they manage to capture the whole those type of customers and also those type of traction cuz they using a person who is popular and who can bring numbers to their shop. So that's how they manage to but the thing the sad thing about Kenya is and not only Kenya but across the globe is we like to consume content that is not really that good. I'm talking about nudity will people like to see that type of content because now you'll be you'll be now let's say you'd be on your phone and maybe you're scrolling then you come across such content of course it will grab your attention and you'll be like okay which which shop am I you be like okay who who is who is doing this thing cuz then you go to the their website cuz now normally they post their their their link on them that type of videos so you automatically go to their website so that's how they manage need to capture a lot of um a lot of customers. >> But I think maybe there should be like an objective way of using cloud cuz cloud is a very powerful tool. True. True. >> But C been auctioned another one. They're announcing a tour. They're announcing an event. >> Yeah. So >> the fans or the people that gravitate towards them are a little bit heartbroken >> but now they are announcing they have an event and then later on they're breaking up you you're like I don't even believe you guys cuz now you're going through real crisis and you need help >> but you lie to us. So I think cloud chasing is a double-edged sword pier when it comes to being it being used as a tool for marketing. Yeah. But let's let's look at let's look at at type types of content as well that's likely to boost a person's visibility. >> Um I personally do believe if you align yourself with very influential people especially as a young entrepreneur >> uh a good example is this dude who yes who's doing this vauport videos >> going around asking these big entrepreneurs how they made it the advice. I think he's trying to do what the guy the guy from this school of hard knocks >> the the white the American guy who interviews this big >> Silicon Valley Silicon Valley CEOs something of hard knocks school of hard knocks of something of hard knocks here. So I believe if you align yourself with some of these networks, it can actually help you to like get or pivot to your next market or get into untapped places or get introduced into learn something in the way. >> Yes. Even collaborate even with the same person. I also believe it takes a certain of branding, a certain type of branding for you to position yourself as that kind of a figure >> that can be trusted first of all cuz I can imagine if Safariccom CEO is trusting your content and now he's including you on board as one of his influencers, it means you are trusted >> and you have values from honesty to integrity and transpar. So when it comes to creating vis visible content that can boost and market your business, I believe you need to invest a lot in the social engine of what goes into you being visible. >> Yeah, you have seen we've seen a lot of content creators mostly those who do the the the road type of interviews. But do you know the guy is actually smart cuz now he's doing it differently compared to what we have been we have been seeing on social media. Normally you we just see people just coming to you then ask you a silly question so that it can make a silly silly answer then of course it will go viral because people laugh at it but at the end of the day is it building your brand cuz let's say you're going all around asking silly questions. Yeah. That's how people will know you. They won't know you as a serious brand. Yeah. But now this guy going to interview this um prominent people. That means even the big like if he can market he can market himself in such a way with these big people that means every big brand will like to collaborate with them. So that's that's how just just ident when it comes to social media just identify where the gap is. Everybody's doing their street interview but how can I do it differently? So >> that's why maybe you're also seeing the extremes of cloud chasing and nudity and sexuality >> and the rest >> cuz they want to go viral but they don't know the best way even to even to grab attention. You're grabbing it. Okay. Maybe >> you're getting the attention though. >> But I think the issue the question is or the debate is can it be sustained or retained? Will you keep on showing nudity >> or sensuality from January to December sustainability [clears throat] >> and let's say you you have done maybe um maybe maybe your nude video or your nude photo has gone viral I think that week people will talk about you just a week or so but after that what will it do to you cuz now it will affect you mentally they'll be wondering what can what else can I do so that I can go viral if I start now preaching on social media nobody will take me serious cuz they already seen my my my videos. They already seen my photos. No one will take me serious. If I I start now telling the telling people that um maybe let's let's do this, let's do this, people won't say take you serious cuz they know this is the type of content that that you gave us in the first try. But let's say let's say you did something differently cuz now I I I do believe that when you start doing the the serious type of content, yeah, it will take time before people now get to know you. But at the end of the day, it will it will build your brand in some way that that will keep you. Now, I given an example of the I like to to listen to the the news guy. You know, the news guy, he started his he started his content way back, >> but people did not actually were not familiar with his content, but there's this time that people actually now started. Okay, there's this guy who's doing news in a good way. So, they they managed to even now his brand is way bigger than compared to where he started. everybody knows that he does this type of content which is good which is um which everybody can relate with. Everybody can go in his page and can be updated on what's really going on. So that's that's the that's um that's what I'm trying to say. There's the type of positive content and the other content that won't won't make you even yeah people will get to know you but what at what cost? >> Sustainability and returnability. All right. Uh I think I'd like to also think once again that storytelling >> is [clears throat] a very powerful tool as well for marketing >> and in the era of podcast literally everyone right now has a podcast >> maybe it's you jams who doesn't have a podcast I think I have mine >> I started mine a while ago >> launch but I know when I launch it will be it will be a big podcast storytelling people that go to these platforms >> are not only just uh talking about their brands but they're sharing their stories their cultural experience experiences, what happened to them, the different life experiences and encounters and that really opens a platform for entrepreneurship. >> I think Obina is a very prime example of how he has managed to actually cover niche in that space of storytelling. I think from one interview to another interviews in a day and people go there just to sit and tell him their stories while he listens and when he shares them it goes viral. So for advertisers and maybe products and I want to challenge you to can ask you the same question maybe how do you think they can employ storytelling as a tool of marketing their business? >> Mhm. Picture somebody who's running a tumba. You remember this guy? What was his name? >> Oh yeah, but I've seen it. I've seen people now actually doing that type of storytelling actually still advertising a product cuz now most you made an example of a spend a day with me or um get ready with me those type of um dayto-day type of content where now I can tell you let's say spend a day with me. Let's say you're doing a spend a day with me content. You have shown people that you have woken up. I've used this product from my face. I've used this product from for for my body. That means you're advertising a certain product. So as as much as I'm telling you a story, I'm still advertising. Then let's say you know that means you you tell people that I'm going to get converted getting this type of I'm going at this time I'm getting this type of clothes n the shoes and all that. Then you display them there. At the end of the at the end of the day, you're telling people that you're getting this product. You want you're selling this product and the same price at the same price as at at a certain price. That means you're still selling. So, there's a way to manipulate the people minds really. just knowing on the which exact uh which the best words to use when you when you're marketing a certain thing cuz right now people don't want to don't want to to sit down listen to a product like an ad that come to a to a shop just the the old type of arts just want to something that they can relate with maybe a youth out there you know to make even sh is actually the best way even to capture the the attention of the people okay That means people will be engaging and actually people will be commenting on your on your on your on your video on on every every platform for this for your skin or buy that means you you'll tag the the shop that you got these products from and at the end of the day you'll be marketing the the shop maybe you get a collaboration from the marketing that you have done there. >> A good one. I'm I'm thinking of people like you know hea movers >> su like I'm yet to understand what these guys are doing but they have a very good prominent brand though what are they doing are they moving people or goods or access to what are they doing >> same same >> that type of business and corporation >> I saw I saw [clears throat] their boniz what I saying if you want to move we can get you to a safe place like they at the same time they >> or if a spouse has wronged another one relationship fail we are just there to make everything easy for you toxic relationship it's all about moving >> so that's what they do >> not not mean I don't know I don't know what they do but that's that's basically their content just moving >> it's movers it means they're moving something >> something I don't know I don't know but that's how >> people what what I saw from one house. What what I saw them do and actually making sense is they went to collaborate with a mattress um mattress company where they showcasing that uh they they I think the video was based on they come to the shop then they they moving stuff away from the shop. So at the end of the day it was it was more like um you know uh you're going there moving them by force and all that but it it brought a lot of attention on social media cuz now they want to see which shop is this. Um cuz at the end of the day the the owner the owner of the shop was also saying oh you cannot move this mattress this mattress contains this and this and just telling the the basis of the mattress everything in the mattress and also the price of the mattress. this this this mattress is so expensive because for this you know that's a that's a good marketing strategy cuz you're creating the content in a in a funny way but you're still selling the product so I think that's how they their company is based on >> me I thought they were like a moving company that helps people from move from one estate to another so they come if you want to move from from uh Karan to run they help you it's something else >> yeah they it's not more of a serious type of thing just like >> oh it's one of those people that go viral and then after some time they disappear into the clouds. >> I hope they won't disappear from honestly. Me too. What about Byan? I think it's also a good a good trend to jump on it with a product cuz I've seen I've seen t-shirts that have already the sentiment bagini. So definitely Capitani should be ripping off of that intellectual property too because uh the song is not even called Byanini. It's just one of the sentences or a lyric in the song [clears throat] made the song go viral. When you look at trends, do you do you believe as well people should jump onto trends and use them in terms of seeking visibility for if it's a product you're selling? If it's a business or even your personal brands, do you think it can later on come to bite you in the face if you jump onto a trend like? Yeah, it will depend on which type of trend that you are jumping on cuz let's say giving an example of the air movers. I think uh it went viral for about a week and every even even the all the media >> I think for a month a whole entire month literally every media outlet even KBC even why we actually jump on the train the the hair movers we here I think I remember when I did a show about that was when Manchester United was beaten by city then we posted a a picture about hair movers with the LCD jersey saying they're stealing stealing the points from they're moving the points from so that's that's a that's a healthy type of trend cuz now that won't affect your business in any way cuz let's say let's say a trend likein when you utilize that trend well cuz you know maybe for in the next weeks you it will be going viral it'll be trending on um maybe in platforms all platforms that means your business will be you'll be seen so it's good. It's a good thing to jump on trends, but depends on really what type of trend that you're you're you're jumping on. Let's say a bad we have seen a lot of bad trends. People are making um maybe unnecessary jokes. So, there's no need to to to tap on that trend if it going to affect your business negatively. >> Yeah. But I think the danger of maybe possibly jumping onto a trend is if it turns out that this person was a fraudster. >> Yeah. That's another doing unthinkable things or maybe they've been they've involved themselves in dubious you know >> or you did not get really know the point of the trend why or maybe they just corrupt so also the essence of integrity comes into play but if you are a risk taker I think if you want to go that route of jumping into trends it's a double-edged sword but like you said if for the moment it can give you that kind of especially what is the visitations and the attractions and the clicks, the likes and the shares then utilize it. But also >> I want to appreciate the world of streaming right now, content creation and of course the faces of it worldwide and Aishu Speed my favorite and Kais and Mr. Best and the rest. Um right here in Kenya, we are really trying we are really trying to you know ensure that >> being a content creator can be a solid resolute career that can earn you revenue and income and networks and whatnot. >> But I still believe generation the silent generation of the boomers are still hesitant and reluctant in trusting and even supporting. I have I've been on this show for a hot minute. Why is that a short? [laughter] Yes, I've been on this show for a while actually see and I've [clears throat] interviewed uh from influencers, content creators, celebrities, done this up close and personals and you realize most of these people are complaining these social media platforms are not paying enough, right? >> Uh the other day YouTube uh I don't know if it's our government or YouTube uh said you must at least give your K pin for payments to be processed. the 5% uh tax withholding from the finance act of 20 2026 that already tells you that nobody's going to be extremely wealthy >> from making content on social media platform. But you look at these other emerging platforms like kick and and and and Twitch. The other one I think is called Discord. They're actually more Americanized platforms and people that are trying to make even a living off of it is not giving them that kind of weighty um monetary benefit and value. Yeah, >> I remember as well debunking the finance bill 2026/ the finance budget for the financial year 2026 2027 and one of the guests we went through we went through one of the closest that says they'll now have to actually surveil and see how much people are making in some of these platforms and uh there's the the twitch yeah >> twitch that initially was to be monitor monetized right here in Kenya but they can't keep up with the policies because they felt I think in their document they highlighted it felt predatory >> because they have to adhere to what the government tells them so that if they're able to operate here openly then they have to pay something in terms of licensing >> but we have an absolute of content creators influencers people right here want to be you've said they want to be visible on social media but are you making money off of that visibility >> Tik Tok I think Kenya is like the majority consumers of Tik Tok ch if it was even monetized in Kenya. I'm sure people will be very rich for using Ch. >> Look, such platforms aren't even monetized for us right here. But look, everyone has a podcast. >> Yeah. No, that's something about it. >> There's a gap when it comes to monetization. >> Mhm. >> Cuz you have seen instances where even celebrities themselves or you find celebrity, you have the numbers, but even your your wallet is zero. You don't have the money that comes with the numbers. But I think about about YouTube, even the new regulation about being able to be taxed and even the amount of money people are making out of YouTube is just peanuts cuz compared to what people are making in the US or in the other countries compared to what Kenyan content creators are making on YouTube is way less. You cannot compare then that means now you it means you're deducting what I'm making on social on on my on my YouTube platform. But what can I say is uh platforms like um like a Twitch Twitch you know is a good way to make money if it's going to be monetized on in Africa in general but I think in Western Africa western Africa is already monetized but in Kenya nah it's not really monetized >> is it monetized in West Africa? >> Yeah in in Nigeria I think Nigeria Twitch is monetized. >> Yeah Twitch is working I think so. Yeah cuz I saw this I follow I follow this uh streamer. Okay. >> The likes of Shankafe and also Shank actually follow those those three cuz they were one of the biggest stream streamers in >> then that's great. Then also maybe South Africa. >> So they're making money. They're making money out of um Twitch in Nigeria. I think Nigeria and Ghana cuz I saw South Africa pos made a a billboard. You cannot make billboard about Twitch if you're not making money out of Twitch. Oh, maybe it was an individual collab. >> It was he was collabing with the video then, but that's just an but I saw Nani Shank also made a billboard saying that he you'll be streaming. You cannot make um a streaming billboard if you're not making money out of >> but you know Twitch has has a a finance program called a gifted subs >> where where people follow you >> and they they rever you they can pay they can pay they can pay it's not gifting they can pay monthly subscriptions of up to like 6 months plus where somebody can commit like $5,000 and they'll just be there permanently >> Mhm. >> as a subscriber. M >> so it's called a gifted subs finance program. So I think maybe it could be that. But also like you've said if we had Twitch monetized right here in Kenya people will be making Vind and everybody else I think it's only Vind and the reason why we don't have like most many streamers in Kenya is cuz let's say I I have the passion to be a streamer but do I have the time really to give to to even to go to the streams and stream cuz I'm not I'm not going to make even a single scent out of out of the streams that I'm going to to do uh when I post them on YouTube. Not a lot of people go to to watch my whole stream on YouTube. So that that's the limitation that we have in our own country also in East Africa and also part of Africa. >> But how comes you are the biggest consumers of social media [laughter] especially >> because of Tik Tok. Tik Tok and Instagram. I think because of Tik Tok and Instagram. Do you know they moni they manage to monetize platforms like Facebook. People are making money out of Facebook. They they monetize Instagram I think. So people are making money partially out of Facebook. Instagram and also likes of YouTube. But if they manage to monetize a platform like Tik Tok, Tik Tok is one of the most used platforms in Kenya. So that's why that's why that's why the stats are we are using social media more because we we are more active on this three I think these three three platforms where a lot of Kenyans are more active in Facebook, Tik Tok and Instagram. YouTube, YouTube now I think now the numbers have just gone down but those three platforms >> if you manage we manage to get monetized really fully on these three platforms that means a lot of people now be paying um let's say even creating more time to to be content creators in a way that at the end of the day doesn't matter which content creator content that you're going to create you're going to make money out of out of this type of content that you're going to make >> but there's also the debate of uh some of these platforms are not designed for us right here in Africa. I think it was >> the third party consumers. >> Yeah, it was Rwanda the other day where the president pushed bite dance to monetize uh Tik Tok. I've not yet heard anything about that. I think I'm yet to read on it too as well. All right. I think also people use comedy a lot right here to advertise their content and that's really good. >> And also products. Uh shout out to Kenna. I'm a big fan nowadays. I'm not watching a lot. So our time is up. Gems we are leaving. Uh, say your socials very fast. I'm comments. No, comments. >> Find me on social media, James. Of course, my name is James. Find me on social media, James. >> All right. We want to thank you for watching us from 7:00 a.m. to right now. It's It's 10:00 a.m., right? We'll definitely see you next time right here on Y Morning. The hashtag is Y in the morning at 44 channel at Branson at James. Thank you for watching. See you tomorrow. >> [music] [music]