Kenyan Govt To Contract Social Media Influencers

The Kenyan government is proposing to allocate up to $770,000 (KSh100 million) each year to contract social media influencers and bloggers to amplify official messaging and raise public awareness of government programmes.

The plan, detailed in the National Communication Strategy, will be rolled out by the Ministry of ICT working alongside the Presidential Communication Service and the Office of the Government Spokesperson. The initiative seeks to enhance public engagement and strengthen the government’s online presence at a time of increasing digital scrutiny and criticism.

Under the framework, the government intends to contract 10 macro-influencers, defined as creators with more than 100,000 followers, who would earn $770 (KSh100,000) per quarter, alongside 20 micro-influencers with follower counts ranging from 10,000 to 100,000, each earning $385 (KSh50,000) per quarter. Participants will be expected to develop hashtags and publish content aligned with official communication priorities.

Kenya is home to one of Africa’s most developed influencer markets, with industry estimates indicating that brands spent approximately $5 million (KSh645 million) on influencer marketing in 2025.

The programme will prioritise the promotion of key government initiatives, including healthcare, affordable housing, agriculture, and employment creation. Commenting on the plan, Dennis Itumbi, Head of Presidential Special Projects and the Creative Economy, said the government has redirected much of its advertising expenditure toward digital platforms, with specific budget allocations for content development.

Influencers selected for the programme will be required to submit proposals to the Creative Economy Office, outlining how they plan to communicate government projects in an accessible and educational format. Itumbi said the model is intended to improve the clarity and reach of public communication.