Kenya plans to spend Sh100 million per year on social media influencers and bloggers as part of a new national communication strategy to promote government programs and improve its online image. The proposal, from the Ministry of Information, Communication, and the Digital Economy, targets 10 macro-influencers at Sh100,000 each per quarter and 20 micro-influencers at Sh50,000 quarterly.
The money would help create content, push hashtags, counter misinformation, and build a more positive view of the state in digital spaces.
The strategy document explains why this matters now. With so many voices online, especially after recent protests, officials say it’s harder to control information.
They want better coordination across government departments and a stronger “citizen-centric” approach to public talk. Part of the budget would go to stipends, while the rest covers tools, training, and events where influencers meet state officials.
This comes at a tough time for many Kenyans. Over 830,000 Grade 10 learners have not reported to senior secondary schools yet, even after the reporting deadline got pushed to January 21, 2026. Parents point to high fees, late bursary payments, and extra costs like uniforms and transport.
The government released Sh44.2 billion in capitation funds, but many families still struggle to cover the rest. Chiefs and local leaders now help track down missing students to avoid kids dropping out.
Health facilities face their own problems too. Reports show understocked hospitals where patients sometimes buy basic items like syringes themselves.
While the government works on supplies, these shortages add pressure on families already dealing with medical bills. Broader issues like substance abuse and economic strain make everyday life harder for millions.
Online, the influencer plan drew sharp criticism. People called it misplaced priorities when schools and hospitals needed urgent help. Comments on social media questioned spending millions on paid posts while learners stay home and patients face shortages.
Some linked it to election-year efforts to shape narratives ahead of 2027. Others worried it could silence real concerns or turn influencers into mouthpieces instead of independent voices.
The government sees social media as essential these days. Platforms like X, TikTok, Instagram, and Facebook drive public discussion. Protests in recent years showed how fast information spreads and how hard it is to respond without a strong digital presence.
Officials argue this strategy fights misinformation and gets accurate info out about programmes like education reforms or health initiatives.
Kenya has used influencer marketing before. In 2025, brands spent Sh645 million on creators. The state has made informal contributions in the past, but this formal budget is a change. Supporters claim it would help people communicate better in a divided online landscape, while others argue it could lead to phoney participation or propaganda.
The idea still needs to be approved, and all the specifics could alter. For now, it shows how hard it is for the government to meet the demands of people on the ground. A lot of families still worry about education and health. Kenyans are keeping an eye on how the money is used and if their objectives change as the debate goes on.
