TikTok sensation and influencer Ajib Gathoni has found herself at the center of an intense online conversation after revealing she earned Sh2.5 million from a single campaign. The bombshell came during a recent interview and quickly captured public attention—not just for the hefty sum but for her bold claim that the income was “tax-free.”
The statement has raised eyebrows and sparked mixed reactions across social media, with many questioning whether such earnings comply with existing tax laws. While some celebrated Ajib’s financial breakthrough, others voiced concern about fairness and income disparity, especially considering the tough economic times many Kenyans face.
Ajib’s journey from viral dance videos to a million-strong following on TikTok has been well documented. Her brand has grown through strategic collaborations and digital campaigns, and she’s known for being open about personal struggles like living with adenomyosis. Despite a very public breakup with fellow influencer Josh Wonder, her star continues to rise.
Her disclosure that she once made over Sh200,000 in a three-minute TikTok live session only added fuel to the fire, reinforcing her reputation as one of the highest-earning influencers in the country. However, the staggering figures have now shifted the conversation from admiration to accountability.
Online users have weighed in heavily. Some joked that the tax authority must be watching, while others expressed frustration at the stark contrast between influencer income and average earnings. One person lamented, “Someone is earning two million at once while we’ve never even touched Sh100k combined.”
The debate reflects a broader societal tension about wealth, transparency, and regulation in the digital space. Comparisons to other influencers suggest Ajib’s earnings are well above the norm, prompting further questions about sustainability and fairness in influencer marketing.
At the heart of the discussion is Kenya’s evolving tax framework for digital content creators. Influencers, though self-employed, are still bound by regulations introduced to ensure that digital income is taxed appropriately. The Finance Act 2023 introduced a 5% digital content monetisation tax for resident influencers, treated as advance income tax. For non-residents, the rate is 20% and is final.
Additionally, there’s a mandatory 1.5% Digital Service Tax (DST), applicable to income from digital platforms, including sponsored posts and paid advertisements. For resident influencers, DST also counts as advance tax, but for non-residents, it is final. These measures were implemented to keep pace with the growing digital economy and ensure that all players contribute fairly to the national revenue.
Influencers earning more than Sh5 million annually must also register for VAT and charge an additional 16% on their services. This requirement brings them in line with other high-earning service providers in the economy.
Income tax still applies across the board, with rates ranging between 10% and 30% depending on total earnings. Fortunately, taxes already withheld—like DST or withholding tax—can be used to offset income tax obligations, potentially lowering the final tax bill.
Ajib’s revelation has thus triggered not just envy or admiration, but also a necessary spotlight on influencer earnings and tax responsibility in Kenya’s rapidly growing digital economy.
