Tanzanian superstar and digital icon Idriss Sultan has issued a clarion call to the youth of East Africa: Stop using the internet just to laugh, and start using it to eat. In a region plagued by youth unemployment, Sultan argues that the smartphone is no longer a toy but a factory.

Speaking in Dar es Salaam, the actor and brand ambassador dismantled the myth that social media is purely for entertainment. With Tanzania’s internet penetration hitting 82.6% and subscriptions crossing the 56 million mark, the digital infrastructure is ready for a commercial revolution. Sultan’s message resonates deeply in Kenya too, where the "content creator economy" is rapidly becoming a primary employer.

The Digital Marketplace

"The internet offers direct access to customers without the need for a physical shop," Sultan told journalists. His philosophy is simple: If you have data, you have a global shop window. The barrier to entry has never been lower, yet many young people remain consumers rather than creators.

• The TikTok Boom: Data shows TikTok is now the third-highest platform for data consumption in the region. It is shifting from a dance app to a business hub where "TikTok farmers" and small traders move millions of shillings in goods.
• Wealth Creation: Sultan emphasized that digital skills are the new currency. "We must regard the internet as an essential tool for wealth creation," he urged.

A Regional Shift

Sultan’s comments come as telcos like Halotel and Safaricom race to upgrade networks to 5G. The infrastructure is being laid, but the mindset shift is lagging. For the millions of unemployed youth in Nairobi and Dar, the answer might not be in a CV sent to an office, but in the device already in their hands.