Nairobi, Aug. 16 -- For years, many social media users have found success online by finding trending content, reposting it quickly, adding catchy captions and riding the engagement wave.

The strategy helped fuel the rise of thousands of meme pages, news aggregation accounts and content creators across platforms such as X, YouTube, Instagram and TikTok. Many built large audiences - eventually monetising them to generate revenue - without producing much original content of their own.

But the financial success of the model could be in its last days as the world's largest social media companies change their monetisation rules to place greater emphasis on originality.

The changes have significant implications for Kenya's fast-growing commun...