Millicent Ayuwa, popularly known as Dem wa Facebook has emerged among the top earning content creators in Kenya in 2025.
According to a new report by Nairobi-based research and data analytics firm OdipoDev, Ayuwa raked in approximately Sh35 million in 2025 from influencer marketing deals.
The reports ranks her as the third top paid creator in 2025, behind socialite Amber Ray (Sh44 million) and Comedian Eric Omondi (Sh57 million).
Other top earners include Jaymo Decin (Sh25 million), Tom Daktari(Sh25 million), Crazy Kennar (Sh23 million), Awinja Nyamwalo (Sh22 million), and Bahati (Sh20 million).
Veteran creators Pascal Tokodi and Njugush rounded off the top tier, with Sh20 million and Sh16 million respectively.
In total, the country’s top 10 influencers collectively earned Sh296 million in 2025 through brand-sponsored content, pushing total payouts in the creator economy to approximately Sh1.07 billion.
Top-paying platforms
According to the report, Instagram remains the most profitable platform for Kenyan creators, with a higher percentage of content being monetized, followed by Facebook.
“Instagram is the best monetisation platform for creators, with top creators converting an average of 40.8 percent of their views into paid content. Facebook’s top creators sit in the middle at 21.2 percent,” the report reads in part.
TikTok, despite attracting huge audiences, delivers the lowest returns. Creators on the platform convert only about 12.2 percent of their views into income, highlighting a significant gap between online attention and actual earnings.
“A discovery gap persists among the top 20 creators by views, particularly on TikTok, highlighting a significant opportunity in undercapitalised creators who are not yet fully leveraged or supported. We have multiple cases of Influencers with billions of views, barely attracting any paid partnerships to their content,” the report reads in part.
“TikTok’s top creators average just 12.2 percent despite the fact that they dominate raw attention,” it adds.
The report further notes that high viewership alone does not guarantee income, with earnings largely dependent on creators’ ability to secure paid partnerships, negotiate favourable deals, and build multiple revenue streams beyond platform-driven traffic.
Also Read: Dem Wa Facebook: Struggles for success and how I made my first million in 2024
