Content creators Diana Daisy, Elizabeth Ocampo, Elijah Maina Henry Newton and Isaac Waweru
In the age of digital transformation, social media influencers have emerged as some of the most prominent and impactful personalities. They fill our social media feeds with seemingly perfect lives, stunning aesthetics, and aspirational lifestyles.
To young people, this career path often seems like the ultimate dream—a gateway to fame, free products, and lucrative brand deals, all while doing what you love.
But behind the polished posts and viral videos lies a complex, demanding, and often misunderstood profession that isn’t all glitz and glamour.
For many young people, the allure of becoming a social media influencer is undeniable. Platforms like Instagram, TikTok, and YouTube are rife with individuals who have turned their passions—whether it’s fashion, gaming, fitness, or even comedy—into full-blown careers.
The concept of monetising creativity while connecting with a global audience feels like a win-win. It’s a far cry from traditional 9-to-5 jobs, making it an especially attractive prospect for Gen Z, who value flexibility, autonomy, and self-expression.
Yet, while the success stories of influencers with millions of followers dominate the headlines, the reality is far more nuanced. For starters, content creation is no longer just about posting pretty pictures or funny videos; it’s a highly competitive industry requiring relentless dedication, strategic thinking, and often, a significant financial investment.
From sourcing professional-grade equipment to editing software, building an online presence requires more than a smartphone and a creative idea.
Moreover, influencers face the pressure of maintaining a curated image while consistently engaging their audience.
The constant demand for fresh, relatable, and engaging content can lead to burnout, particularly when combined with the pressure of algorithms that prioritise visibility.
A single dip in engagement or a misstep in content can result in the loss of followers—and with them, potential income.
Additionally, the financial stability of influencing as a career is far from guaranteed. For every influencer who signs a six-figure brand deal, there are countless others hustling to earn a livable income.
Many rely on multiple income streams—sponsorships, merchandise, affiliate marketing, and even crowdfunding—to sustain their careers. This reality is often obscured by the glamorous veneer of success portrayed online.
Then there’s the question of authenticity. As influencers navigate the fine line between personal expression and paid partnerships, many grapple with maintaining their credibility while promoting products or services.
This tightrope walk is further complicated by the scrutiny of an ever-vigilant audience that values transparency.
The mental toll of being constantly online and in the public eye is another facet often overlooked. Influencers deal with trolling, cyberbullying, and the weight of maintaining their relevance in an ever-changing digital landscape.
Unlike traditional jobs, there’s little separation between their personal and professional lives, as every moment can become content.
We dive deeper into the realities of life as a social media influencer—the struggles, sacrifices, and the grit that often goes unnoticed. We shed light on the duality of a career that, while fulfilling for some, comes with its own unique challenges.
For those considering stepping into this world, understanding the full picture is crucial. Behind the glamour lies an industry that demands as much hustle and resilience as any other.
Welcome to the unfiltered truth behind the glossy façade of social media influencing.
Content creator Isaac Waweru a.k.a Githuamani
‘I started by working for free’
Githuamani (Isaac Waweru), Content creator, Lifestyle and humour
“I started my journey fuelled by a passion for storytelling and connecting with people. My goal was to create relatable content that inspires and entertains. I began small, posting videos on TikTok and Facebook. Positive feedback motivated me to take it seriously. My breakthrough came when a simple TikTok video about daily Kenyan struggles went viral, which showed the potential of my content.
The biggest challenge is staying consistent and innovative in a competitive space. Balancing engagement with authenticity is tough, especially when battling burnout. I've sacrificed financial stability at the start, personal time, and privacy. To manage burnout, I take intentional breaks, delegate tasks, and prioritise offline time with loved ones.
Initially, I monetised my work by collaborating with small brands for free to build a portfolio. This led to partnerships with (big) brands. While my income is now sustainable, it requires constant effort. For anyone pursuing this career, I recommend saving, diversifying income streams, and investing in growth through better equipment and training.
I work only with brands I genuinely believe in and ensure the content feels natural. Criticism and trolling come with the territory, but I focus on constructive feedback and ignore negativity.
This career isn’t as easy or glamorous as it seems. It demands strategy, consistency, and resilience. Essential qualities include creativity, authenticity, and adaptability.
If I could start over, I’d prioritise networking and invest in quality content early. Behind every post is dedication, hard work, and a relentless drive to connect with my audience authentically.”
The Ocampos are content creators whose focus is family and faith-driven lifestyle
‘To succeed one requires hard work, discipline, and perseverance’
The Ocampos (@weareocampo), Content creators, family and faith driven lifestyle
-Elizabeth Ocampo
“The pandemic was the turning point for us as a family. In June 2020, we finally started vlogging, something we had long desired but kept postponing. As a family and faith-driven lifestyle duo, our content reflects our lives as young pastors with four children. We share everyday experiences to inspire others and serve as a living example, extending our ministry beyond the pulpit.
Our major breakthrough came when media attention highlighted our unique arranged marriage story. Meeting as strangers on our wedding day sparked curiosity, leading to TV interviews that significantly boosted our subscribers and followers.
Balancing content creation with enjoying life’s simple pleasures has been a challenge. Everything feels like potential content, making it hard to be fully present. The biggest sacrifice is the loss of privacy—our lives, including intimate moments like a birth vlog, are shared online.
In 2023, we vlogged daily for a year, which led to burnout. Slowing down in 2024 taught us the value of breaks and exploring interests outside content creation.
Monetisation came quickly—within two months of launching our channel. Sustainable income followed through YouTube and brand partnerships, allowing us to start a business. The influence of our network has been invaluable—proving that “your network is your net worth.”
We remain true to our values, only collaborating with brands aligned with our faith and morals. Criticism is part of the territory, but we stay focused on our principles, knowing it’s impossible to please everyone.
Content creation is not a one-size-fits-all formula. The digital space is vast and the possibilities are endless.
Success in this field requires hard work, discipline, and perseverance. Finding your niche is key—once you do, execution and consistency will follow.
Our journey, with its challenges and triumphs, has been a testament to growth and grace.”
‘Burnout is an occasional hurdle’
Diana Daisy, Content creator, travel and lifestyle
“My journey as a content creator began in 2019 after attending the Churchill Show, where I realised my passion for the stage and storytelling.
Initially, I focused on comedy, portraying a tough woman character, but I have since transitioned to travel content. My current niche involves exploring global cultures and traditions, having visited 15 countries so far.
This has allowed me to showcase unique practices like labia elongation and cultural norms in places like Malawi and Malaysia. A breakthrough moment came when I collaborated with Cartoon Comedian, which introduced me to a wider audience.
Diana Daisy aka Gau is an online shorts videos comedian.
My subsequent travels expanded my reach to international audiences. However, the journey hasn’t been without challenges. The competitive nature of Kenyan content creation demands constant innovation and skill refinement.
To stay relevant, I embrace change and trends while remaining authentic. Sacrifices, like postponing investments or time with family, have been necessary to pursue my dreams.
Burnout is an occasional hurdle, but I manage it by resting adequately without overindulging.
Monetising content has been another challenge. At the moment YouTube is my primary income source. For aspiring influencers, I advise combining content creation with other ventures for stability.
Remaining authentic while collaborating with brands is essential. One should align with those that match their values to ensure genuine partnerships.
Criticism, including personal attacks and misconceptions about influencers, has taught me resilience.
My advice: Always stay grounded, be a constant learner, and surround yourself with people who have overcome failures. If I could start over, I’d prioritise learning and investing in the right tools.
Content creation is an evolving field, and success requires passion, humility, and adaptability. For those pursuing it, remember: remain authentic, embrace change, and never stop learning.”
‘I’ve learned to avoid the pressure of pleasing audiences’
Henry Newton, Content creator, Comedy
“I never imagined I would be pursuing comedy professionally. It started after spending time with Flaqo (Henry’s comedian brother), who had become a sensation online. Inspired, I decided to give it a try in 2020. Over time, I discovered my knack for it, and the rest is history.
My comedy is unique—it captivates people instantly because it's different. My first viral skit, "Why You Should Never Pick Up a Lady with Kids from a Club," hit in 2022. Although I wished it had gone mega-viral, it marked a memorable milestone.
Fear of poverty is my greatest motivator. Having experienced it, I push myself daily to create. Challenges along the way? I see them as opportunities in disguise. They've shaped me into who I am today.
Sometimes I experience creativity blocks, but I take them in stride. Burnout is more common and when it strikes, I take a break, rest, and recharge.
Henry Newton refers himself as a unique comedy content creator due to his witty character in his videos where he plays different characters at a go just like his elder brother the renowned Flaqo.
I’ve learned to avoid the pressure of pleasing audiences—I focus on creating content that I love, confident my audience will too.
Initially, monetising content was tough. I shifted my focus to quality, and sustainable income followed naturally. To aspiring creators, I say: focus on the craft, not the money.
Authenticity is key. With brand collaborations, I ensure my values align with theirs.
Being constantly online hasn’t negatively affected me, but I recognise the risk of social media addiction. Balance is crucial; I prioritise time in the real world.
The misconceptions about influencers? Many people think we’re walking ATMs. Financial requests can be overwhelming, even when we don’t have much.
Success in this field requires consistency and unique creativity. This journey has been challenging but immensely rewarding. Comedy is my all-in-all, and I have no regrets.”
Content creator Elijah Maina a.k.a Eliking Trendz
‘Relying solely on TikTok for income is tough’
Eliking Trendz (Elijah Maina), Content creator, blogger and news content creator
“I’ve always loved art. Back in high school, I was in the drama club (dance), which fueled my passion for creativity. I started creating content alone in my bedsitter in 2019, uploading videos on YouTube. Later, I ventured into TikTok, which eventually became my breakthrough platform.
My niche is blogging and news content creation. The inspiration came from conversations with friends who often said they don’t watch the news due to lack of time. Recognising the problem, I created a solution, and my first news video hit 100k views in less than 24 hours—it was a significant milestone that confirmed I was on the right path.
The biggest challenge has been monetisation. In Kenya, relying solely on TikTok for income is tough, so I sought alternatives like working with corporate brands and monetising my Telegram channel.
To aspiring influencers, I recommend having a fallback plan to sustain yourself until your content becomes profitable.
Staying relevant is about community. I don’t just see my followers as numbers; they’re like family. This connection keeps me grounded and engaged. However, I’ve made sacrifices, like leaving my life in Eldoret to pursue content creation in Nairobi.
Burnout was a challenge when I used to create content daily. To protect my mental health, I now take weekends off to spend with family and friends.
I also balance authenticity with brand collaborations by thoroughly vetting companies before partnering with them.
Criticism? I’ve faced it, especially in the beginning. My approach is simple: ignore it. For mental health, I take regular breaks to avoid the stress of being constantly online.
Misconceptions about influencers abound—many think we’re all wealthy, but the reality is different. Success requires skills like video editing, lighting and storytelling. If I could start over, I’d prioritise my mental health from the beginning.”
