Facebook’s Continued Dominance in Kenya’s Digital Landscape
Facebook has proven to be the most popular social media platform in Kenya, as confirmed by the latest report from the Communications Authority (CA) of Kenya. At the close of December 2024, Facebook maintained a commanding lead with 57.1 percent of social media users in Kenya. The platform’s rise has not only been a sign of its continued relevance, but it also highlights the ever-growing digital engagement in Kenya. This growth is further validated by the CA report, which showcases a 10 percent increase in Facebook’s user base.
In comparison, WhatsApp, another platform under Meta, followed closely with 54.4 percent of the digital space, securing the second spot in Kenya. TikTok came in third with 29.5 percent, closely followed by YouTube, which held 26.2 percent of the space. Instagram and X (formerly Twitter) rounded out the list with 12.9 percent and 12.2 percent, respectively. These statistics showcase how Facebook has continued to dominate the social media scene in Kenya, despite other platforms gaining traction.
The frequent mention of Facebook and WhatsApp is indicative of how they shape social media engagement in Kenya. Mobile phones remain the primary tool for accessing these platforms, making them crucial for communication, entertainment, and business. The CA report highlights the key role social media plays in the daily lives of Kenyans, further solidifying Facebook’s place at the top of this digital ecosystem.
Facebook’s Rise to the Top in Kenya
The growing popularity of Facebook in Kenya is a remarkable trend, especially considering the competitive nature of the social media landscape. By the end of 2024, Facebook’s dominance had increased significantly, overtaking WhatsApp, which had previously been the most used platform in the country. This surge in Facebook usage comes after a period of gradual growth, where Facebook overtook WhatsApp in the three months leading to December 2023, marking a key moment in Kenya’s digital evolution.
In the three months ending in December 2023, Facebook accounted for 47.5 percent of Kenyan social media users, just slightly above WhatsApp’s 47.3 percent. This was a notable shift, as WhatsApp had long been considered the dominant platform for social media communication in Kenya. This data points to a larger shift in how Kenyans are using social media, with Facebook emerging as the go-to platform for a variety of purposes, including socializing, entertainment, and news consumption.
Furthermore, the 10 percent increase in Facebook usage from 2023 to 2024 signals a robust and sustained engagement from users. As Facebook continues to improve its features and offerings, more Kenyans are turning to the platform for a wide range of activities. This also highlights the platform’s ability to adapt to the evolving digital habits of Kenyans, keeping it relevant in an increasingly competitive social media landscape.
The Battle for the Second Spot: WhatsApp and TikTok
While Facebook continues to lead, other platforms are making significant strides in Kenya’s social media landscape. WhatsApp, owned by Meta, maintains its stronghold in the second position with 54.4 percent of users in 2024. WhatsApp’s popularity is mainly attributed to its functionality as a messaging platform, allowing Kenyans to communicate effortlessly in a variety of ways. The app’s simple interface, voice and video calling features, and group chat functionalities have made it indispensable in daily communication.
WhatsApp’s close competition with Facebook is no surprise, given that both platforms share a similar user base and are owned by the same parent company. WhatsApp’s continued success is driven by its simple, effective communication tools, which make it an essential platform for many Kenyans. However, despite WhatsApp’s success, it is clear that Facebook has outpaced it in terms of overall reach, particularly in Kenya’s increasingly digital environment.
Meanwhile, TikTok has been steadily gaining popularity, and by the end of 2024, it secured the third spot with 29.5 percent of the Kenyan digital space. The app’s rise can be attributed to the growing popularity of short-form video content, which resonates with younger audiences across the country. As more Kenyans turn to TikTok for entertainment and creative expression, it has surpassed YouTube to become the third most used platform, signaling a shift in content consumption habits.
YouTube’s Evolution and Competition from TikTok
YouTube, once the dominant platform for video content in Kenya, has experienced a surge in user numbers, although it now holds the fourth spot behind TikTok. The platform saw a steady increase in users, from 18.6 percent in 2023 to 21 percent by the end of that year, and further grew to 26.2 percent in 2024. This growth shows that YouTube still holds a strong position in Kenya, especially when it comes to longer-form content, news, and educational materials.
Despite its steady growth, YouTube has been overtaken by TikTok, which has become a major player in the world of digital entertainment. The younger generation in Kenya, in particular, is flocking to TikTok to consume bite-sized content, giving the platform a significant advantage in terms of engagement. YouTube’s role in Kenya’s social media ecosystem remains vital, but it is clear that TikTok’s rise has shifted the digital space’s priorities.
For content creators and businesses looking to engage with Kenyan audiences, TikTok and YouTube represent two very different opportunities. While YouTube caters to longer, more in-depth content, TikTok has revolutionized the way Kenyans engage with short-form videos, from entertainment to educational clips. As a result, both platforms will continue to compete for user attention in Kenya’s rapidly evolving digital environment.
The Struggles of Instagram and X (Formerly Twitter)
In contrast to the dominant platforms, Instagram and X (formerly Twitter) have experienced slower growth in Kenya, with Instagram seeing a modest increase from 11.8 percent in 2023 to 12.9 percent in 2024. While Instagram remains popular globally, its growth in Kenya has been somewhat limited compared to Facebook and WhatsApp. Instagram’s strength lies in its image-centric platform, which is ideal for lifestyle and influencer-driven content. However, its growth has been hindered by the rise of other platforms like TikTok, which offer more interactive and short-form content options.
Similarly, X (formerly Twitter) has experienced a growth spurt in recent months, increasing from 7.9 percent in 2023 to 12.2 percent in 2024. The platform, which was rebranded as X after Elon Musk’s acquisition, has found a niche in the Kenyan market, particularly among political and news enthusiasts. Its succinct format and real-time updates make it an ideal platform for discussions, debates, and breaking news. Despite its growth, X still faces strong competition from other platforms, especially Facebook, which offers a more diverse set of tools for communication and engagement.
Both Instagram and X face challenges in maintaining user interest in Kenya, as younger audiences continue to flock to platforms that offer more dynamic, interactive, and creative content. While these platforms are still relevant, they need to innovate and adapt to the changing preferences of Kenyan users to remain competitive in an increasingly crowded digital space.
The Future of Facebook in Kenya’s Digital Space
Looking ahead, Facebook’s continued dominance in Kenya’s digital landscape appears secure, but the platform must continue to evolve to maintain its lead. As other platforms like TikTok and YouTube increase in popularity, Facebook will need to enhance its features and ensure it remains relevant to Kenyan users. One area where Facebook has a strong advantage is its diverse range of features, from text-based posts to live streaming and business pages, allowing users to engage in a variety of ways.
Moreover, Facebook’s role in the business and marketing sectors of Kenya cannot be understated. The platform remains an essential tool for companies and influencers to reach audiences, making it integral to Kenya’s digital economy. Whether through targeted advertising, content creation, or e-commerce, Facebook offers a wealth of opportunities for businesses looking to expand their reach in Kenya.
As competition from other platforms like TikTok and YouTube intensifies, Facebook must remain innovative to retain its place at the top. However, with its large user base and diverse features, it is well-positioned to continue dominating the social media scene in Kenya for the foreseeable future.
