The Economics of Negative Engagement

In the world of social media, where engagement is currency, Kenyan content creator Millicent Chebet, popularly known as Milly Chebby, has reportedly turned the tide on her online harassers. According to a report by the Daily Nation on Tuesday, November 25, 2025, Chebby claims to be converting the constant barrage of body-shaming comments and trolling into paydays amounting to as much as Sh200,000. This assertion sheds light on a controversial but increasingly recognized aspect of the digital creator economy: negative attention can be just as profitable as positive adoration.

Social media algorithms, the complex systems that determine what users see, are designed to prioritize content that generates high levels of interaction. Whether the comments, shares, and likes are in praise or condemnation is often irrelevant to the algorithm; the sheer volume of engagement signals that the content is compelling. This heightened visibility makes an influencer's platform more attractive to brands seeking to reach a large and active audience. According to a 2025 report by Tabala Digital Solutions, influencer-driven content in Kenya often outperforms traditional brand-generated content in terms of engagement, making it a highly sought-after marketing tool.

The cost of influencer marketing in Kenya varies significantly. A 2025 guide by Wingu Creatives indicates that macro-influencers (with over 500,000 followers) can charge upwards of KES 260,000 per post, while micro-influencers (50,000-500,000 followers) can command fees starting from KES 26,000. Chebby, with a substantial following across multiple platforms, falls into a category where significant earnings from brand partnerships are plausible. Her husband, comedian Terence Creative, recently unveiled a rate card with partnership deals valued at KSh 10 million annually, further illustrating the lucrative nature of their combined brand.

A Pervasive Problem: Cyberbullying in Kenya

While Chebby has found a way to capitalize on the negativity, her experience is rooted in the pervasive and damaging issue of cyberbullying in Kenya. The country is grappling with a rise in online harassment, which disproportionately affects women. A 2023 report by The Star, citing the African Development Bank, stated that women are 27 times more likely to be harassed online than men. The report also highlighted that more than one in every five women in Kenya has experienced cyberbullying.

This form of harassment is not limited to insults; it encompasses a range of behaviors including stalking, sexual harassment, defamation, and hate speech. For female public figures, the attacks are often intensely personal, focusing on their appearance, family, and personal lives. A 2024 report by the feminist think tank Pollicy on the 2022 Kenyan general election found that online violence against women candidates included body-shaming and disinformation, forcing some to abandon social media. Similarly, a report from TNX Africa on October 1, 2025, noted that over 60 percent of female journalists in Kenya have been targeted by online harassment, leading to self-censorship and withdrawal from digital spaces.

The psychological toll of such abuse is significant. Research has shown a link between exposure to online hate speech and increased symptoms of post-traumatic stress disorder (PTSD), anxiety, and depression. The constant negativity can lead to emotional distress and a diminished sense of self-worth. While Chebby projects resilience, she has admitted in the past to the emotional weight of the abuse, stating, "I used to cry."

Legal Framework and Social Response

Kenya has taken legislative steps to address online abuse. The Computer Misuse and Cybercrimes Act of 2018 criminalizes cyber harassment, with penalties including fines of up to KSh 20 million or a 10-year prison sentence. However, enforcement remains a challenge. The Communications Authority of Kenya (CA) operates the National Kenya Computer Incident Response Team – Coordination Centre (National KE-CIRT/CC) to receive and act on cyber threats, but public awareness of these channels is often low.

Milly Chebby's strategy of monetizing trolling is a double-edged sword. On one hand, it represents a form of empowerment, a refusal to be silenced by bullies, and a savvy manipulation of the very systems used to attack her. She and her husband, Terence Creative, have built a formidable brand, venturing into projects like the "Wash Wash" series and building a multi-million shilling mansion, demonstrating a clear business acumen that extends beyond simply creating content. On the other hand, it raises questions about the incentives of a digital ecosystem where outrage can be as profitable as inspiration. It does little to address the root cause of the vitriol and may inadvertently signal that online harassment is a viable pathway to engagement and, therefore, revenue. As the digital landscape in Kenya continues to evolve, the conversation around Chebby's experience highlights the urgent need for a multi-faceted approach to tackling cyberbullying—one that combines robust legal enforcement, greater platform accountability, and a societal push for a more empathetic and responsible online culture.