Kenya’s government plans to spend KES 100 million (about $775,000) annually on influencers and content creators to push official messaging on social media as it prepares for the 2027 general elections.

According to a draft Government Communication Strategy, the Ministry of Information intends to hire 30 influencers—10 macro-influencers and 20 micro-influencers—to amplify government narratives on platforms such as X, Facebook, and Instagram. Macro-influencers would earn KES 100,000 ($775) per quarter, while micro-influencers would receive KES 50,000 ($388).

The ministry says the move is aimed at improving coordination in government communication and rebuilding public trust at a time of rising frustration over high living costs, unemployment, corruption, and allegations of police brutality.

The proposal follows mass protests in 2024 and 2025, largely organised on social media, which left over 100 people dead, according to rights groups. The government admits Kenyans are becoming more politically aware and harder to persuade through traditional state messaging.

Beyond influencer payments, the plan includes funding digital tools to counter misinformation and mandates influencers to create and promote hashtags supporting government campaigns, underscoring social media’s growing role in Kenya’s political landscape ahead of 2027.

Source: Techcabal