Zaumu Launches Creator’s Marketplace

Local content creators are set to benefit from the launch of ZAUMU, an innovative digital marketplace that serves as an end-to-end influencer campaign management solution, enabling creators and influencers to access jobs and source projects directly from brands listed on the platform.

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. According to Cedric Nzomo, Zaumu Co-founder, 90 per cent 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. 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.” Cedric added.

According to Statista, Kenya’s estimated influencer marketing spend stood at $2.5 Million (over KES. 320 M) in 20243 against a potential spend of $25 Million (Over KES3.2 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.

The marketplace will feature transparent job listings, allowing brands to post jobs with visible budgets and manage payments securely based on project milestones. Streamlined contracting will ensure prompt payments and give creators control over their intellectual property rights. Secure communication between brands and creators will facilitate efficient co-creation while protecting privacy and intellectual property. Automated reporting will enable brands to track projects and creators to adjust work to meet milestones, ensuring timely payments.

Additionally, feedback and review features will foster accountability by allowing both parties to rate each other. AI-powered tools will provide integrated assistance for brainstorming, moderation, and support services, enhancing the overall user experience.

“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. According to Odipodev, 76 percent of Gen Zs aspire to become professional content creators. The beauty of content creation is that you can monetize what you’re already doing. The challenge has been access, transparency and efficiency, finding a connection to brands and projects. Zaumu has been created to help you overcome these challenges.”  Cedric added.