More than 500 students at Pwani University spent Friday learning how to turn social media into a source of income, as Safaricom and Sprite brought their “Hook’d on Fresh” creator masterclass to the coast.
The session focused on practical ways young people can earn from platforms such as TikTok, Instagram and YouTube, moving beyond content for fun to content that pays.
Digital creators including Tileh Pacbro, Rono, Juma Shibe and Vallery Odundo led the conversations, breaking down what works online today. From spotting trends and growing an audience, to landing brand deals and building a sustainable income stream. “I’ve always had a smartphone and posted videos, but I didn’t know how to convert them to an income stream,” said Alfred Fondo, a Computer Science student. “Now I’m thinking differently.  This can actually help me support myself.”
The masterclass also introduced students to the basics of managing money earned online, from saving consistently to investing early. Safaricom’s wealth team used the session to encourage a shift from quick earnings to long-term financial stability.
The initiative comes at a time when more young Kenyans are exploring digital platforms as an alternative source of income, driven by rising internet access and smartphone use.
Safaricom says the goal is to position itself as an enabler, not just of connectivity, but of opportunity.  “Content creation is already a big part of how young people express themselves. The next step is helping them turn that into something sustainable,” said Fawzia Ali-Kimanthi, Safaricom’s Chief Consumer Business Officer.
Pwani University is the latest stop in the “Hook’d on Fresh” series, which has already been rolled out at Africa Nazarene University, the University of Eldoret and Jomo Kenyatta University of Agriculture and Technology.  By combining digital skills with financial literacy, the programme is tapping into a growing shift where creativity, connectivity and commerce are increasingly intersecting for Kenya’s youth.