Dennis Itumbi has taken a bold step to bridge the gap between digital creators and national priorities by providing opportunities for Kenyan influencers interested in participating in affordable housing projects. How Can Influencers Earn from Housing Content?
The Head of Presidential Special Projects and Creative Economy Coordination said on October 1, 2025, during a lively meeting with content creators in Nairobi, that the government is ready to pay for housing content.
This isn’t just talk; it’s a direct call to action that promises money to creators who make videos about programmes that are helping Kenya’s housing crisis. This project could change the way influencers make money while also helping to make the world a better place.
It could also help people who want to buy a home but can’t afford it. Kenyan influencers have been making a name for themselves in beauty, comedy, and lifestyle for years, getting millions of views on sites like TikTok and Instagram.
But Itumbi’s message shifts the focus to purpose-driven content, specifically urging creators to focus on four key areas of government: health, housing, agriculture, and job creation.
One by putting proposals… He said, “I want creators to take advantage of this because we will pay you for content about housing, health, job creation, and agriculture.” He stressed the shift from traditional ads to digital ones that appeal to younger, more informed audiences.
This way of thinking sees influencers as more than just entertainers; they are also businesspeople and digital advertisers who can make a bigger impact in the real world. Kenya’s ambitious affordable housing program is at the heart of this opportunity.
It is a flagship project of President William Ruto that aims to build one million units a year to help with the severe shortage that affects more than 2.5 million households.
Influencers who make captivating videos about things like “how to apply for government-subsidised homes” or “success stories from new Boma Yangu residents” could soon get paid by the government for their work.
Think of a TikTok series that explains the requirements for low-income families or Instagram Reels that show off eco-friendly housing developments in areas that don’t receive enough attention.
These aren’t just popular videos; they’re ways to give people power. Itumbi admitted to “Kenya government funding for housing influencers” or “monetising affordable housing content on TikTok”. Creators can reach search traffic that isn’t getting enough attention while also giving users what they want: practical advice.
Itumbi’s goals go beyond just getting money quickly. He sees a thriving creative economy where content about how affordable housing is in Nairobi becomes a regular thing. This will attract micro-influencers from places like Kisumu or Mombasa who know what it’s like to live there.
These creators, who are often ignored in favour of bigger stars, would benefit the most from targeted funding. For example, a YouTube video about “navigating Kenya’s housing levy for first-time buyers” could teach thousands of people while also making money from ads and government grants.
This model is similar to what happens around the world, where brands pay a lot of money for niche advocacy, like when environmental influencers work with sustainability companies.
But here, it’s scaled up for national development. What happened? A win-win: influencers make money in more ways than just sponsored posts, and the government reaches people who don’t trust traditional media.
Some individuals may express concerns about the blurring of the boundaries between advertising and propaganda in state-sponsored content. Itumbi, on the other hand, stresses openness and involvement, just like he did when he asked NACADA to work with creators instead of censoring them on sensitive topics like alcohol awareness.
In the housing sector, the emphasis is on presenting accurate information, such as showcasing actual beneficiaries, dispelling misconceptions about the program’s cost, and exploring innovative housing payment options, such as rent-to-own plans. There will now be “influencer opportunities” in Kenya’s affordable housing drive, as Itumbi advocates.
The initiative focuses on housing content to bring attention to stories that don’t get enough attention, such as how rural-urban migrants find homes in cities or how green building can make dwellings more resistant to climate change.
Creators can try out different formats, like podcasts where architects talk about “sustainable housing solutions for Kenyan families” or short challenges that ask viewers to share their #HousingDreams.
Dennis Itumbi to influencers: If you create housing content, we have money for you pic.twitter.com/iMsLivU8cV
— NTV Kenya (@ntvkenya) October 1, 2025
As Kenya works towards its Vision 2030 goals, it seems like a good time to include influencers in the story about affordable housing. Itumbi’s promise makes it easier for people to get money; even nano-influencers with 5,000 followers can submit proposals through simple digital platforms.
Early adopters could start a series called “government-backed homeownership tips for millennials,” which would mix humour with hard facts to keep people interested. This isn’t about filling feeds with ads; it’s about giving people the power to speak up and get involved in policy.
Paying influencers to make housing content could change Kenya’s digital landscape in the future. More creators might switch from short-lived trends to long-lasting topics, like “how government incentives help young Kenyans buy homes affordably”, to build careers that last.
Itumbi’s plan also shows that the ecosystem is growing up, with the government putting money into youth-led innovation instead of top-down communication. There are still problems to address, such as ensuring that funds are distributed fairly and evaluating impact beyond just likes, but the potential is significant.
Dennis Itumbi’s clear call for influencers to make money from housing content is a turning point for Kenya’s creative industry. The government isn’t just buying visibility by putting money into purpose-built stories; it’s also creating a generation of informed advocates.