By Linet Amuli - Reporter
Kenya, January 19 2026 - As social media increasingly shapes public discourse, the Kenyan government is turning to digital innovation to enhance its online communication. According to the recently published Draft Government Communication Strategy 2024–2027, the government plans to allocate up to KES 100 million annually to pay social media influencers and bloggers to amplify official messaging online.
The initiative, led by the Ministry of Information, Communication, and the Digital Economy in partnership with the Presidential Communication Service, seeks to harness the reach of platforms such as Facebook, X (formerly Twitter), Instagram, YouTube, TikTok, Telegram, and Threads. By engaging influencers as digital brand ambassadors, the government aims to leverage the speed, scale, and interactivity of social media to inform, educate, and engage citizens.
Under the plan, macro-influencers with over 100,000 followers will receive KES 1 million per quarter, while micro-influencers with 10,000 to 100,000 followers will also be compensated to create and promote hashtags highlighting government programs. Beyond influencer fees, KES 18 million per year is earmarked for content dissemination, covering sponsored posts on blogs, vlogs, and online publications.
The strategy integrates digital tools and training for influencers and community leaders to counter misinformation and promote verified government information. Public awareness campaigns across both mainstream and social media are expected to enhance citizen engagement and improve the accessibility of official information.
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This approach reflects a broader recognition of the power of digital platforms in shaping public opinion and delivering information quickly. By formally incorporating influencers into communication strategy, the government is adapting to the realities of the social media age, where timely, targeted, and interactive content is essential to reach diverse audiences.
Overall, the KES 100 million influencer budget is part of a larger KES 2.8 billion three-year plan to modernize government communication, including investments in digital media, technology infrastructure, and traditional advertising. The move underscores how digital innovation is reshaping the ways institutions interact with citizens and highlights the growing role of social media in Kenya’s public communication ecosystem.
