Kenya Youth Translate Online Engagement into Thriving Enterprises

In the wake of International Youth Day on August 12, themed "From Clicks to Progress: Youth Digital Pathways for Sustainable Development," young entrepreneurs are transforming their social media clicks into substantial financial success.

Embracing digital marketing, they're turning online engagement into real-world progress and innovation.

In today's fast-paced digital world, digital marketing has become an indispensable strategy for businesses that aims to thrive in a highly competitive landscape.

With the rise of the internet and the proliferation of online platforms, digital marketing offers unprecedented opportunities for small businesses to connect with their target audiences globally.

Unlike traditional marketing methods, digital marketing leverages various tools and techniques, like social media and search engine optimization, email campaigns and content marketing, to drive engagement, boost brand visibility, and increase conversions.

Data provided by Data Reportal 2024 shows that Kenya has 23.05 Million social media users, representing 23.5% of the total population.

The data published in the ad planning tools for social media platforms indicates that 13.05 million users aged 18 and above used social media at the start of 2024.

Fueled by the country's high unemployment rates, youths have turned to social media marketing. It offers a wide market reach for small business enterprises, improving their sales and audience interactivity.

According to the data published by Byte Dance advertising resources, Kenya has 10.60 million users on TikTok, above 18. Meta advertising tools indicated that Instagram had 3.50 million users while Facebook had 2.20 million as of January 2024.

TikTok has become the new marketplace for millions of youths in Kenya. Reaching the global market, youths have been doing business across counties and even internationally.

TikTok has transformed into a vibrant marketplace for Kenya's youth, connecting them with a global audience and facilitating local and international business transactions.

With the ability to go live once they surpass 1,000 followers, young entrepreneurs can engage with their audience in real time, turning live videos into dynamic sales opportunities without time constraints.

Brenda Oduor, a 26-year-old entrepreneur from Homa Bay Town, has turned her passion for shoes into a thriving business solely through TikTok over the past three years.

Despite not having a physical store, Brenda has achieved impressive sales figures by keeping her inventory at home and selling exclusively online.

"I’ve been selling shoes for three years, and it's amazing that I don’t even need a shop," Brenda explained. "All my stock is stored at home, and I handle everything online. This setup saves me a lot on business permits, taxes, and rent. My house is my store, and my phone is my marketplace."

Brenda attributes her success to her robust TikTok following, which has grown to 24,000. This audience lets her go live daily, showcasing new stock and interacting directly with potential buyers who message her to place orders.

"My followers make it possible to livestream throughout the day and night, updating them about new arrivals and encouraging them to place orders. This constant engagement is how I drive sales every day," Brenda added.

However, maintaining an active digital presence comes with its own set of challenges. Brenda acknowledges that selling online requires constant vigilance.

"Managing a TikTok store is stressful. Being online 24/7 feels like being in a prison. I need to be available to respond to orders at any time, which limits my ability to handle other tasks and interact with people," she said.

Trust is another major hurdle in online sales. Brenda notes that convincing customers to pay before receiving their goods can be difficult due to past scams they've experienced. To overcome this, she relies on testimonials from satisfied customers to build credibility and reassure her audience.

"Customers often fear being scammed because of past experiences. To address this, I use testimonials to prove the legitimacy of my business. This helps build trust and assures potential buyers that they're making a genuine purchase," Brenda reiterated.

Victor Ouma Odhiambo, a 32-year-old poultry farmer from Mawego, has been hatching and selling poultry for the past seven years. Recently, he adopted digital marketing, which has significantly boosted his sales.

Victor's use of Facebook and WhatsApp groups has expanded his market reach, allowing him to sell poultry across the country—an advantage he didn’t have when he started.

"My Facebook page, Chak Achaka Organic Poultry Enterprise, has brought in orders I never imagined possible. Promoting my services through various WhatsApp groups has greatly increased my visibility," Victor explained.

By leveraging Facebook and WhatsApp's user-friendly nature, Victor has adhered to three key principles: interest, passion, and consistency.

"These principles have driven my brand's growth and national recognition. My passion for poultry and consistent online marketing have dramatically increased my sales. For instance, I recently delivered 1,500 one-day-old chicks to a client in Nairobi—a feat I couldn't achieve before embracing social media," he said.

With an incubator capacity of 5,500 eggs, Victor hatches between 1,500 and 1,800 eggs weekly, adjusting to market demand. His social media presence and the availability of a ready market have contributed to his farm's success.

"I also hatch eggs for clients who want them incubated, including guinea fowls, geese, and ducks. This has broadened the demand for my hatchery services, reaching as far as Vihiga due to effective online networking," he added.

However, long-distance sales present challenges. "Handling and delivering delicate eggs and chicks safely is difficult. Issues like broken eggs and the loss of chicks during transport can occur. To maintain client trust, I replace any deceased chicks upon notification, acknowledging that every business comes with its risks," Victor noted.

As technology evolves, mastering digital marketing has become essential for businesses seeking to innovate and stay ahead in the ever-changing digital economy.

Digital marketing is important for success in today’s competitive landscape. By transforming online interactions into tangible results, it effectively turns "clicks into progress."

Businesses and individuals can leverage data-driven strategies and global platforms to drive growth, engage audiences, and achieve sustainable success.