The government is planning to invest Sh100 million every year to hire social media influencers and bloggers as part of a new effort to manage public perception and counter growing online criticism.
The initiative, spearheaded by the Ministry of Information, Communication, and the Digital Economy (MICDE), aims to coordinate digital messaging and enhance the government’s visibility across various online platforms.
According to MICDE, the funds will be used in collaboration with the Presidential Communication Service and the Office of the Government Spokesperson to run a unified communication program.
The move comes as social media continues to drive activism and shape public debate, presenting both risks and opportunities for the State to engage directly with citizens.
The National Communication Strategy notes that “with the rise of digital media, the government has found it increasingly difficult to control information as multiple voices have emerged.”
The plan is designed to unify government messaging, foster a citizen-focused approach to public engagement, and strengthen the administration’s overall image.
A key feature of the strategy is the formal engagement of social media influencers to amplify government messaging. MICDE emphasizes that the approach will “leverage the potential of diverse media platforms and communication assets,” providing influencers with stipends, resources, and access to events where they can interact with officials and counter misinformation in their networks.
In its initial stage, the program will recruit 10 macro-influencers, each receiving Sh100,000 quarterly, and 20 micro-influencers, who will earn Sh50,000 every three months.
Responsibilities include creating and promoting hashtags and maintaining a consistent online presence. Macro-influencers usually have more than 100,000 followers, while micro-influencers reach between 10,000 and 100,000 users.
Kenya’s social media influencer market is among the most active in Africa, with advertisers reportedly spending Sh645 million on influencer campaigns in 2025, according to Statista. While this marks the first time the government has formally allocated funds for influencer engagement, using online personalities to shape public opinion is not a new practice.
Amnesty International reported last year that influencers had previously been paid to suppress protest hashtags, push pro-government content, and intimidate critics. The current strategy seeks to make these efforts more structured, turning online engagement into an official channel for government communication and citizen interaction.
