The Kenyan government plans to allocate KSh100 million annually to build a coordinated influencer network aimed at shaping public narratives online, according to the Ministry of ICT’s National Communication Strategy (2024–2027). The strategy, designed to “rehabilitate” the government’s public image and improve engagement with citizens via social media platforms such as X and TikTok, has been met with concern from digital rights groups who warn it may blur the line between public communication and state-funded influence operations.
The Ministry’s strategy outlines a structured approach involving macro- and micro-influencers contracted to lead high-level online campaigns and grassroots engagement, with funding earmarked for content creation, campaign activation on government channels and promotional activities. Critics argue that while the government frames the initiative as modernising public communication, it effectively uses taxpayer funds to subsidise messaging that promotes the state agenda at a time when digital speech is increasingly regulated.
Digital rights advocates, including the Bloggers Association of Kenya (BAKE), have expressed concern that the influencer push is occurring alongside a broader legal environment that tightens controls over online expression. Kenya has recently seen amendments to cybercrime legislation that civil society and human rights groups say expand state power to restrict online speech and penalise individuals for content deemed detrimental or offensive. Observers argue that pairing increased government narrative control with laws that can be used to criminalise critics creates a chilling effect on open discourse.
The debate over influence spending comes amid broader national efforts to strengthen digital governance, including ongoing development of national guidelines to combat disinformation and hate speech, which aim to balance the protection of online information integrity with constitutional freedoms of expression and access to information.
Supporters of the communication strategy contend that enhancing government engagement with citizens via contemporary digital channels is critical for transparency and public understanding of policies. They argue that proactive online presence can improve trust and information flows in an era where misinformation and digital narratives profoundly affect political sentiment.
However, civil society figures emphasise that public trust cannot be bought solely through paid campaigns and that accountability, transparent governance and protection of free speech are essential for robust digital public spheres. They caution that reliance on influencer networks funded by the state may undermine these principles if not carefully balanced with safeguards for independent expression.
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