Digital content creators are becoming increasingly influential in how Kenyans find and consume information, but many are operating without formal training in journalism, media literacy or the laws governing online expression, according to a new UNESCO-backed research report.
The report, Behind the Screens in Kenya: Perspectives, Practices, and Challenges of Digital Content Creators, paints a picture of a rapidly expanding creator economy whose influence is growing faster than the systems designed to support, guide and protect it.
The study was conducted by the Africa Centre for People Institutions and Society (ACEPIS), in consultation with the Freedom of Expression and Content Moderation initiative, known as FeCoMo. It was supported through UNESCO’s Social Media 4 Peace project and surveyed 380 digital content creators, while interviews and focus group discussions brought together another 46 stakeholders.
One of the clearest findings is the shifting balance of influence in Kenya’s information ecosystem.
Nearly 58 percent of respondents said they regularly pay attention to digital creators and influencers on social and video networks. By comparison, 34 percent said they regularly followed traditional news brands and journalists.
That shift has given individual creators a powerful role in shaping public conversations, breaking news and influencing how audiences understand events. But the report suggests that many creators have entered that role without the training traditionally associated with journalism and public communication.
About 87 percent of the creators surveyed said they had never received training in Media and Information Literacy, while 56.3 percent said they had no background in journalism.
There were also significant gaps in understanding the legal boundaries of online speech. More than three-quarters, or 76.6 percent, said they were unaware of the responsibilities and limitations associated with freedom of expression. Nearly 69 percent lacked awareness of laws governing issues such as defamation and copyright.
The findings raise broader questions about how an increasingly influential digital information ecosystem can maintain accuracy and accountability when many of its most prominent voices have limited access to professional training and legal guidance.
Verification is another area of concern.
UNESCO’s wider research found that 62 percent of creators surveyed globally did not verify the accuracy of information before sharing it. Popularity was also frequently treated as a measure of credibility, with 41.7 percent saying they used indicators such as likes and views to determine whether an online source was trustworthy.
The Kenyan report points to the need for stronger skills in fact-checking, identifying reliable sources and recognising misinformation and disinformation, particularly as creators increasingly compete with traditional media for public attention.
The risks faced by creators themselves are also considerable.
More than half of respondents, 52.9 percent, said they had experienced hate speech, discrimination or harassment linked to their identity. Nearly eight in 10, or 79.2 percent, reported experiencing or witnessing technology-facilitated gender-based violence.
Perhaps more strikingly, 50.5 percent said they had experienced physical violence connected to online attacks or threats, underscoring how harms that begin behind a screen can spill into the physical world.
Despite those challenges, the research found a strong willingness among creators to improve their skills and practices.
About 91.6 percent said ethical codes could help build trust with audiences, while 95 percent expressed interest in training on ethics and freedom of expression.
The report recommends practical training in digital and media literacy, greater access to resources and the development of ethical guidelines through creator associations. It also calls for stronger protection mechanisms against online and offline harms.
Research Reinforces the Need for More Trusted Digital Voices
The findings come against the backdrop of an existing partnership between UNESCO and BAKE aimed at strengthening Kenya’s digital information ecosystem by equipping content creators to become trusted voices through training.
The “Trusted Voices” for Digital Peacebuilding, recognizes the important role that creators play in shaping online conversations and the information available to their audiences.
The new Behind the Screens in Kenya research gives added weight to that work.
The findings show a significant gap between the growing influence of creators and the training available to help them manage that influence responsibly. With 87.1 percent of creators surveyed reporting that they had never received Media and Information Literacy training, the need to build the capacity of trusted digital voices is clear.
The partnership is therefore particularly timely. Training around verification, fact-checking, identifying reliable sources, understanding freedom of expression and applying ethical standards could help address many of the gaps identified in the research. Just as importantly, it can help move the conversation beyond popularity as a measure of influence toward trust as a measure of value.
The report also highlights why training must include digital safety. The high levels of harassment, technology-facilitated gender-based violence and threats reported by creators demonstrate that trusted voices need not only the skills to produce credible information but also the knowledge and support to navigate the risks that come with public visibility online.
The study forms part of UNESCO’s Social Media 4 Peace project, funded by the European Union, and builds on UNESCO’s global Behind the Screens research on digital content creators.