How 'kienyeji' TikTok content creators are reaping big

Gone are the days when one had to be a singer, actor or an astute comedian to earn fame in the entertainment industry as one would need to prove their worth.

But with the emergence of social media Apps such as TikTok, the trend has changed to the level where content creators are born so frequently, and the internet is the conveyor belt.

Thanks to the app, many talents in comedy, choreography and even modelling are being unleashed with some being utilised in advertisement eating into the space that has been dominated by legendary media.

TikTok users seem to enjoy seeing real, everyday life more than Instagram users do. Interestingly, videos about rural life or traditions tend to do well on TikTok, which is fast becoming a preferred platform for content creators with a grasp of rural life, which they dramatise attracting huge audiences.

A good example is Pauline Wambui going by the name Daddeysgal1 who is currently trending on TikTok with 3.3 million likes and over 140k followers.

She is seen doing her videos in random places such as banana plantations. And when it comes to trolls, the comedian does not shy from standing up for her rights – she confronts her critics head-on.

Sueh Owino is another avid content creator on TikTok where she has won the hearts of many online users due to her unique culinary skills. She commands more than 400,000 followers and 12.8 million likes. Her followers are amused at the way she prepares meals for her husband.

In most of her videos, Sueh is seen going out to the garden armed with a spade and bricks before scooping into the earth to create a fireplace for preparing a meal.

In one of the instances, Sueh covered a marinated goat with banana leaf, and rolled the meat in foil paper before placing it on fire for five hours.

Another pair that has also risen to fame is five-year-old Consolata Chelangat and her uncle Edwin Kipngetich who have captivated many with their day-to-day stories delivered in their local dialect.

Consolata, a PP1 learner hit to fame after a random video they did with the uncle went viral last year. According to Edwin, his niece has always been a bubbly and talkative girl, and the video resonated well with online users who asked for more.

“When I posted the video, I did not expect it would attract viewers. Instantly people started congratulating her and wanting more while demanding to know where the girl hails from,” says Edwin.

According to Edwin, the random videos with his niece have gained them an online family and have also seen them receive support from different people most from the Kalenjin community living abroad impressed by the girl’s knowledge of the dialect and her delivery of the stories. 

The young girl and her uncle who now have close to 100,000 followers and 1.5 million likes look up to another comedian by the name Tenge Tenge whom they admire.

Njambi Gaitho, a social media reporter says TikTok is gaining currency among organic commonly known as ‘vienyeji’ content creators than Instagram and other social media platforms.

‘’TikTok’s way of showing videos to users makes it easier for new and different creators to be seen, even if they don’t have many followers,” says Njambi.

According to Njambi, TikTok gives people with authentic but not aesthetically pleasing videos a better chance to become popular. “TikTok also likes short, fun videos that don’t need to look perfect. This is good for vienyeji creators who might not have fancy cameras or editing skills,” she notes.

Njambi insists such kind of content does well on TikTok since it resonates with the audiences based on its organic nature with many users gravitating towards day-to-day normal content as opposed to the decorated Instagram content.

Lifestyle magazine editor, Ann Veronicah, expresses similar sentiments maintaining that the simplicity and originality of such content makes it appealing to many.

‘’I see these videos pop up on my For You Page. They are raw, unedited, and low quality. You would think they got one like and few views but no, they are viral. I find them funny, honestly. They don’t look scripted and if they are, then the acting is magnificent. I know people say the videos are vienyejis, outdated, but I would say that is life in its reality,’’ states Ann.

According to her, most influencers and social media content creators go through a lot to show the public a false side of them – rich and happy. But in reality, entertainment should be raw, real and relatable.

‘’Through your content, show people it is okay to not have it all instead of making people feel bad about the little they have. As for me, I use my social media for entertainment purposes. I will choose to use my internet on what makes me laugh, not what makes me start wishing I had a different life,” says Ann.

On the flip side, Isaiah Carrier popularly known as Baba Jimmy attracted a following after a video went viral of him speaking in fluent Kiswahili.

Isaiah who was born and raised in the United States came to Kenya in 2012 at the age of 12 with his parents and sibling for missionary duties, captured the hearts of many with his ability to speak in Kiswahili.  

Together with his wife Judith, the couple captivated many online users with their simple way of life in Western Kenya considering Isaiah is from the United States. Isaiah, his wife and their two children had been gaining popularity until their departure recently to the US.

On the issue of sustainability of the type of content, Raymond Muthee, social media sub-editor says content creators have to reinvent their content to move with the times.

‘’A good example would be Njugush, whose content is comedy but sometimes revolves around pressing social issues. He will joke about the most recent political developments and the internet can relate with his content,’’ he observes.

Muthee goes ahead and urges content creators to look out for trends and changing patterns to meet the expectations of their thirsty audience.  

‘’For creators whose claim to fame is, for instance, a single viral video of them eating, it can be difficult to sustain. It’s the same thing with artists who make one hit song and are never heard again. It’s constantly about reading your audience and moving with the times,’’ he states.