Kenyan creator Amerix Eric Amunga has raised sharp concerns about how social platform X treats African users, accusing the company of cutting visibility for regional posts and offering payouts that barely cover basic costs. The issue of X underpaying creators has become a hot topic among African influencers, many of whom say they feel left behind in the platform’s global push to attract talent.
Eric, a verified Premium Plus subscriber, says his reach has dropped since late 2025. He points to algorithms that seem to reward outrage-driven posts while pushing down everyday content from African accounts. “It’s like the system wants fights and drama, not genuine conversations,” he explained in a recent post.
The frustration grew worse in January 2026 when earnings reports showed shocking gaps. One creator shared that, despite pulling in 15 million impressions, their payout was only $30. For many African users, that figure is not only disappointing but insulting, considering the time and effort put into building audiences.
Eric also highlighted problems with direct messages. Spam floods inboxes, while genuine messages often arrive late or get buried. When he raised the issue with X support, the response was dismissive. The company suggested that bots, “boring content”, or low verification rates were to blame. Eric rejected those explanations, saying African creators are producing quality work but are being sidelined.
This comes at a time when X has been loudly promoting 2026 as its “year of the creator”. The company rolled out new payout structures, claiming Premium Plus users would benefit most. But regional ad rates vary widely, and Africa appears to be hit hardest. Advertisers in Europe and North America pay higher rates, meaning creators there earn more for the same impressions. African creators, meanwhile, are left with scraps.
The imbalance has sparked calls for alternatives. Some Kenyan influencers are now exploring homegrown platforms or regional apps that might value African audiences more fairly. “We can’t keep waiting for Silicon Valley to notice us,” one Nairobi-based creator said. “If X won’t pay us properly, maybe it’s time we build our own stage.”
Industry watchers say this tension reflects a bigger problem: global platforms often treat Africa as an afterthought. While the continent has millions of active users, advertising budgets remain low compared to other regions. That gap directly affects payouts, leaving African creators struggling to monetise their work.
Eric’s complaint has struck a chord with many. Social media groups across Kenya, Nigeria, and South Africa are buzzing with similar stories. Some creators report sudden drops in engagement, while others say their posts are buried under trending topics imported from abroad. The sense of invisibility is growing.
For now, X has not announced any changes to address these concerns. The company continues to promote its Premium Plus programme, insisting that creators worldwide can benefit. But African voices argue the math doesn’t add up. If millions of impressions only earn a few dollars, then the promise of fair pay rings hollow.
As the debate heats up, the question remains: will African creators stay on X, or will they shift to platforms that value their work? Eric believes the answer depends on whether X listens. “We’re not asking for charity,” he said. “We’re asking for fair treatment. If they can’t give us that, we’ll find another way.”
The story of Eric and others like him is more than a complaint about low payouts. It’s a reminder that digital platforms shape whose voices are heard and whose are ignored. For African creators, the fight is not just about money—it’s about recognition, respect, and the right to be seen.
