NAIROBI, Kenya — The government is planning to spend up to Sh100 million every year on social media influencers and bloggers as part of a new strategy to improve its public image and counter rising online dissent.
The proposal, outlined in the National Communication Strategy, is spearheaded by the Ministry of Information, Communication and the Digital Economy (MICDE) in partnership with the Presidential Communication Service and the Office of the Government Spokesperson.
According to the ministry, the funds will finance a coordinated digital communication campaign aimed at “positively profiling the government brand” across social media platforms, where criticism and activism have grown sharply in recent months.
The move comes against the backdrop of increasingly digital-driven protests, many of which have been organised and amplified online, exposing the government’s struggle to control narratives in a fast-evolving information space.
“With the rise of digital media, the government has found it increasingly difficult to control information as multiple voices have emerged,” the strategy document notes.
The plan seeks to enhance coordination across government communication channels while promoting what MICDE describes as a citizen-centric public discourse and a stronger, more coherent government brand.
A key pillar of the strategy is the formal enlistment of social media influencers and bloggers to help push official messaging, counter misinformation and shape online conversations around government policies and programmes.
Under the proposal, influencers will receive stipends, alongside tools and resources intended to help them challenge false information within their online communities.
They will also be expected to take part in regular engagement forums with State officials.
Spending estimates show that the initial phase will target 10 macro-influencers, each earning Sh100,000 every quarter, and 20 micro-influencers, who will be paid Sh50,000 quarterly.
Macro-influencers typically command more than 100,000 followers, often reaching audiences in the millions, while micro-influencers have between 10,000 and 100,000 followers.
Their responsibilities will include creating and popularising hashtags, as well as amplifying government narratives online.
Kenya has one of the most vibrant influencer economies in Africa, with brands and marketers increasingly relying on digital creators to promote products, events and narratives.
According to Statista, influencers earned an estimated Sh645 million from advertising deals in 2025 alone.
While this marks the first time the government has formally documented and budgeted for influencer engagement, the practice itself is not new.
Last year, Amnesty International reported that authorities had previously paid influencers to suppress protest hashtags and promote pro-government messaging, while allegedly intimidating online voices viewed as critical of the State.
The proposed strategy is likely to spark debate over public spending, transparency and freedom of expression, as the government seeks to reclaim ground in Kenya’s increasingly influential digital public square.
