UNESCO has released a comprehensive research report titled: Behind the Screens in Kenya: Perspectives, Practices, and Challenges of Digital Content Creators,” shedding light on the expanding influence and complex realities of digital creators within the contemporary information ecosystem in Kenya.
Conducted by the Africa Centre for People Institutions and Society (ACEPIS), with the support of UNESCO’s “Social Media 4 Peace” (SM4P) project, the study draws data from 426 stakeholders nationwide including survey of 380 digital content creators, and further engaged 46 stakeholders through key informant interviews and focus group discussions including members of FeCoMo coalition.
The findings paint a picture of a booming but under-supported sector. They highlight that 58% of consumers regularly pay attention to digital creators and influencers in social and video networks, compared to only 34% who regularly focus on traditional news brands and journalists. While creators shape public dialogue and drive social conversations, the report reveals a digital landscape defined by striking structural gaps and vulnerabilities:
87.1% of creators have never received Media and Information Literacy (MIL) training, and 56.3% have no background in journalism.
76.6% of surveyed creators are unaware of the responsibilities and limits to freedom of expression, while 68.9% are unaware of relevant national legislation concerning defamation and copyright.
37.1% do not systematically fact-check their posts. Among those producing sponsored content, 46.1% fail to disclose paid advertising, and 36.8% do not disclose their use of Generative AI (GAI) to audiences.
52.9% of creators reported being targeted by hate speech, discrimination, or harassment based on their identity, and 79.2% experience or witness Technology-Facilitated Gender-Based Violence (TFGBV). Furthermore, 50.5% of creators experience physical violence in the real world connected to online attacks or threats.
Despite these challenges, the study underscores an increased appetite for self-regulation and capacity-building: 91.6% believe that ethical codes build audience trust, and 95.0% express eagerness to participate in training programmes focused on ethics and freedom of expression.
The report concludes with concreate recommendations for coordinated action calling for practical training on key digital literacies and legal standards, accessibility to resource repositories, the co-creation of ethical guidelines through content creator associations, and strengthened protection mechanisms to combat online and offline harms. These, the report emphasizes will lead to a closing of the gap between creators' influence and their capacity to wield it responsibly.
