By Gladys Wanjiku
Laikipia University
For many young people, social media has become more than a platform for entertainment and
communication. It is increasingly a source of income, helping them showcase talents, promote
businesses and find work opportunities.
Through platforms such as TikTok, Instagram, Facebook and WhatsApp, young people are selling products, creating content and offering digital services. Some sell clothes, cosmetics and food, while others use their skills in photography, video editing and digital marketing to earn a living. By posting products, sharing videos and advertising services, they can reach customers beyond their immediate surroundings.
A third-year student began selling second-hand clothes through WhatsApp and Instagram after
losing her part-time job. She photographed clothes from a local market and posted them on her WhatsApp status.
At first, she mainly sold to friends and relatives, but customers gradually increased as people shared her posts. She now uses Instagram to display new stock and WhatsApp to communicate with customers and receive orders. Her income helps her pay rent, buy food and support her younger sibling’s education.
Social media has also helped small businesses reduce their dependence on physical shops.
Entrepreneurs can advertise products, communicate with buyers and receive orders using their mobile phones.
A young entrepreneur who sells handmade leather sandals and belts explained that online marketing has expanded his customer base. Before using Instagram and TikTok, most of his customers came through referrals.
Today, customers from different parts of the city can view his products and place orders online.
University students are also using social media to combine education with income-generating
activities. Some sell products, while others create promotional content or manage social media accounts for businesses.
A communication and media student, for example, can use TikTok and Instagram to create promotional videos for small businesses. Such activities help students earn money for transport, internet bundles, meals and learning materials while gaining practical experience.
Beyond financial benefits, social media helps young people develop skills in communication,
marketing, customer service and financial management. A communication lecturer observes that these platforms give young people direct access to audiences and lower the cost of entering business.
However, sustainable income requires more than popularity.Young people need skills in content planning, audience analysis, customer care, budgeting, data protection and ethical communication. They should also diversify their income because platform algorithms and online trends can change quickly.
Despite these opportunities, earning money through social media comes with challenges. Income may be inconsistent, competition is high and creators often spend time and money producing content or promoting their businesses. Some may build an audience for months before earning meaningful returns. Others face fraudulent customers, scams and risks involving personal information.
These challenges highlight the importance of digital literacy, responsible online behaviour and
financial planning. Young people need to understand how to protect their accounts, verify
customers and manage the money they earn. They also need training in business management,
digital marketing and customer relations to turn online activities into sustainable livelihoods.
Youth organisations and training institutions can support young entrepreneurs through
mentorship, skills development and access to markets. Such support can help young people
move beyond temporary online earnings and build more stable businesses.
As more young people explore digital income opportunities, social media continues to offer new
paths to self-reliance. Whether through selling products, creating content or offering digital
services, these platforms allow young people to turn their skills into livelihoods.
Success, however, requires patience, consistency, creativity and realistic expectations. The value
of social media is not measured only by likes, views or followers, but by the meaningful
opportunities and livelihoods it can help create.
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