[Kenya] Zaumu lanches marketplace for African creators

Local content creators in Kenya are set to benefit from the launch of a new digital marketplace dubbed ZAUMU. 

Designed as an end-to-end influencer campaign management platform, ZAUMU will allow creators and influencers to access job opportunities and connect directly with brands listed on the platform.

According to the founders, the platform aims to bridge the gap between creators and brands by enabling them to collaborate directly and measure the impacts of campaigns and projects. 

Zaumu co-founder Cedric Nzomo says 90% of digital projects earmarked for content creators and influencers never see the light of day, despite increasing budget allocations for digital marketing by brands.

“Brands subject projects and campaigns to a long process before they can go live. While they see the importance of digital marketing, there is a trust deficit due to improper measurement tools and the lack of transparency between brands and creators during content creation’’ he says. “As a result, it is easier for them to spend on traditional marketing. Statistically speaking, the 200 billboards between Waiyaki Way and the Nairobi CBD made more money in 2024 than all the content creators across different platforms in Kenya.”

According to Statista, Kenya’s estimated influencer marketing spend stood at $2.5 Million (over Ksh. 320 M) in 20243 against a potential spend of $25 Million (Over 3.2 B). The mismatch in spending is due to several factors and gaps. First is the mismatch between brand needs and creator briefs. Under the current system, brands rely on third-party recommendations and public trends to identify suitable creators. As a result, brands are often connected to creators who do not meet their needs, while creators are subject to payment delays, low pay, and exploitation.  

“Brands are often not able to vet creators who suit or align with their values, while creators are forced to take on any job to ensure they survive. We are looking to bridge the gap between creators and brands. Zaumu is a creator-focused, AI-driven digital marketplace tailored to meet the needs of Africa’s digital economy.” Cedric added.

ZAUMU will offer a transparent job listing system where accredited creators can access brand projects with pre-deposited payments tied to project milestones. The platform will streamline contracting, giving creators more control over their intellectual property and the use of their content during campaigns. It will also enable direct, secure communication between brands and creators, support automated project tracking and milestone reporting, and include a review system for accountability. Built-in AI tools will assist with brainstorming, moderation, and support.

“The digital economy holds diverse opportunities for wealth and job creation. Among Gen Zs and Millennials, content creation is an easy stepping stone to tap into this opportunity. ‘’ Cedric added.

zaumu.com