Being a “TikToker” or influencer has emerged as one of the top dream careers for Gen Z youth in Kenya, nearly tying with the traditionally coveted profession of doctor, according to a recent nationwide survey conducted by Odipo Dev and Africa Uncensored.
The survey findings revealed that being self-employed or running a business topped the list of dream jobs for Kenyan Gen Zers. However, the second-place spot was shared by the unconventional choices of “TikToker” or influencer and doctor, marking a stark departure from the careers traditionally viewed as respectable in Kenyan society.
“For decades, if you asked this question to any young Kenyan, you would get familiar answers; doctor, engineer, lawyer, banker, or probably businessman,” the report noted. “These were the careers of note, the ones your teacher advocated for, your father insisted on and your mother prayed you get.”
The appeal of being an influencer lies in the potential for fame, wealth, and a flexible lifestyle that aligns with Gen Z’s priorities. As the report states, “When queried on their top considerations when choosing a job, Gen Z responded with money, mental health and ‘vibes’ as their top three.”
Influencing seemingly ticks these boxes, offering the prospect of earning substantial income from product endorsements while being self-employed and enjoying the “vibes” associated with social media fame.
“To a kid scrolling through their daily feed, this can be intoxicating, and may even feel relatively easy to copy simply by curating their own personal style and experimenting with various themes, filters, sounds and reels,” the report observes.
However, the allure of influencer culture is not the only factor driving Gen Z’s career aspirations. The report highlights the grim realities faced by traditional professions in Kenya, noting that doctors have been grappling with strikes, proposals to reduce interns’ salaries by close to 80%, staffing shortages, and a lack of comprehensive health insurance.
“The hard truth is that in Kenya today, the message to Gen Z is, TikTokers are making money and getting famous, while doctors are not getting paid and struggling with mental health from unbearable workload,” the report states.
The broader employment landscape in Kenya further compounds the challenges, with youth unemployment at a staggering 67%, and nearly one million young Kenyans entering the labor market annually while less than 10% of Kenyan adults have permanent full-time jobs.
In this context, online remote work, including influencer marketing, has become a lifeline for many young Kenyans seeking alternative sources of income and flexibility.
Nonetheless, the survey findings highlight a significant cultural shift and the need for society to adapt to the changing aspirations and priorities of the younger generation.
