TikTok has announced two major strategic partnerships in Kenya aimed at strengthening the local creative ecosystem and driving economic growth.
The collaborations with Aleph Holdings and Wowzi will provide hands-on advertising support for Kenyan businesses and greater opportunities for local creators to connect with global audiences.
Through its collaboration with Aleph Holdings, TikTok will transition its sales and support operations to Aleph’s team in Kenya. This partnership will offer Kenyan businesses hands-on support and direct access to TikTok, simplifying the advertising process and optimizing the overall experience.
Stephen Newton, Regional Managing Director for Sub-Saharan Africa at Aleph Holdings, explained the significance of the partnership stating, “In Kenya, media buying on social media platforms is predominantly done via an in-house team, doing deskside research on best practice, and using a company credit card to book advertising campaigns,” “With Aleph partnering with TikTok in the domestic market, not only is there a cost saving thanks to paying with local currency, but it also provides businesses direct access to insights from TikTok themselves,” Newton added.
Alongside the collaboration with Aleph, TikTok has appointed Wowzi as its creator management partner in Kenya. This partnership aims to connect Kenya’s creators with brands and agencies, offering them a platform to expand their reach and monetize their content. Wowzi’s role will be crucial in supporting local talent, helping them grow, and building stronger connections with audiences both within Kenya and globally.
“We’re thrilled to have been appointed as the creator management partner for TikTok in Kenya,” said Mike Otieno, Co-founder & President of Wowzi. “There is so much incredible creative talent emerging from Kenya, and TikTok provides a unique platform for these creators to express themselves, connect with the local community, and reach audiences around the globe. Our partnership will open even more doors and provide valuable opportunities for creators to thrive on the platform.”
The partnerships with Aleph and Wowzi are just the latest steps in TikTok’s ongoing effort to foster Kenya’s vibrant creative ecosystem.
In 2021, TikTok launched the #LevelUpAfrica Program, a groundbreaking initiative designed to help creators refine their skills and build powerful personal brands. Hundreds of Kenyan creators have already benefited from personalized mentorship and opportunities to elevate their presence on TikTok. With Wowzi now taking on a more active role in creator management, TikTok continues to focus on helping Kenya’s creative talent flourish.
Carl Jordan, Head of Sales, Global Business Solutions at TikTok – Sub-Saharan Africa, emphasized the company’s dedication to empowering both businesses and creators.
“We are incredibly proud of our vibrant and rapidly growing community in Kenya. Our partnerships with Aleph and Wowzi reflect our deep commitment to strengthening the local creative ecosystem and driving economic growth. These collaborations not only empower Kenyan but open new doors for the immensely talented local creators to thrive and expand their presence on the platform.”
