Govt to Pay Influencers Up to Sh100,000 to Shape Online Narrative

In a fresh push to manage its online presence and respond to rising digital criticism, the government has unveiled plans to spend up to Sh100 million annually on social media influencers and bloggers.

The Ministry of Information, Communication, and the Digital Economy (MICDE) says the funds will bankroll a coordinated digital communication campaign designed to “positively profiling the government brand,” in partnership with the Presidential Communication Service and the Office of the Government Spokesperson.

According to the National Communication Strategy, the rise of digital platforms has reshaped the information landscape, noting that “with the rise of digital media, the government has found it increasingly difficult to control information as multiple voices have emerged.”

“The strategy is designed to enhance synergy and coherence across all communication efforts while fostering a citizen-centric culture in public discourse, as well as strengthening the government’s brand image,” MICDE states.

A key pillar of the plan involves formally enlisting social media influencers and bloggers to help push government narratives online. The strategy seeks to “leverage the potential of diverse media platforms and communication assets” by integrating influencers into official communication efforts.

Under the proposal, part of the budget will go toward paying influencers a stipend, while the rest will fund tools and resources intended to help them counter misinformation in their communities and participate in regular engagement forums with government officials.

Spending estimates in the document show that the initial rollout will target 10 macro-influencers, each set to earn Sh100,000 per quarter, alongside 20 micro-influencers who will receive Sh50,000 quarterly.

Their assigned roles include “creating hashtags and promoting them on social media,” a tactic aimed at shaping online conversations and expanding the reach of government messaging.

Macro-influencers typically boast followings of more than 100,000 users, allowing them to reach millions of people, while micro-influencers command audiences ranging between 10,000 and 100,000 followers.

Kenya ranks among Africa’s most vibrant influencer markets, with companies increasingly relying on digital personalities to promote products, events and narratives. In 2025, marketers reportedly spent about Sh645 million on influencer advertising deals, according to data from Statista.

The proposal lands at a time when online activism continues to shape public discourse, with recent protests increasingly organised and amplified on social media. Confronted with this reality, the State now aims to turn what has been a growing challenge into a direct line of engagement with citizens.

Although this marks the first time the government has formally documented and budgeted for influencer engagement, the approach itself is not unprecedented.

An Amnesty International report released last year revealed that authorities had previously paid influencers to drown out protest hashtags and amplify pro-government messaging, while also intimidating voices viewed as critical of the State.

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