NAIROBI, Kenya — The Kenyan government plans to spend at least KSh100 million annually to enlist social media influencers and bloggers as part of a broader effort to rebuild public trust and counter sustained online criticism of President William Ruto’s administration.
The proposal is outlined in the National Communication Strategy developed by the Ministry of Information, Communications and the Digital Economy (ICT), which is set to run over three financial years, from 2024/25 to 2026/27.
Under the strategy, selected influencers will be contracted to amplify government policies, programmes and development projects across digital platforms.
They will also be tasked with promoting national identity and culture as part of a coordinated state branding initiative.
The plan proposes engaging 52 influencers, comprising 20 macro-influencers to lead major online campaigns and 32 micro-influencers responsible for generating and sustaining social media hashtags.
Content Strategy and Government Spending Allocation
| Strategy | Annual amount (KSh) |
|---|---|
| Designing infographics | 2,400,000 |
| Voice overs, studio recording services for radio | 5,400,000 |
| Developing audio-visual content for TV | 7,200,000 |
| Creating 10 documentaries for TV | 7,200,000 |
| Generating positive stories on government agenda for print publication | 2,400,000 |
| Developing 10 audio content | 2,400,000 |
| Developing 35 video content in English and Kiswahili | 3,600,000 |
| Developing 35 video content in vernacular languages | 7,200,000 |
| Creating 240 digital infomercials | 4,800,000 |
| Creating 3-D animations (20 videos) | 7,200,000 |
| Sponsored content on social media platforms | 18,000,000 |
| Use of billboards | 8,000,000 |
| Radio infomercials | 112,000,000 |
| TV infomercials | 144,000,000 |
| Government adverts in MyGov newspaper | 52,000,000 |
In addition, the government intends to scale up broader public communication efforts aimed at increasing citizen engagement and restoring confidence in its agenda.
Content development for digital and print platforms has been allocated KSh49.8 million annually.
The strategy also outlines plans to integrate Artificial Intelligence (AI), including the deployment of AI chatbots on existing government platforms, at an estimated cost of KSh2 million per year.
For official publications, the government proposes placing 52 strategic advertisements annually in MyGov publications at a cost of KSh52 million, while print communication will include nationwide billboard installations budgeted at KSh2 million.
Media engagement forms another pillar of the strategy. The government plans to allocate KSh1 million to develop a structured media relations framework. Weekly activation packages are estimated at KSh48 million for television stations and KSh64 million for radio stations.
However, the report highlights significant inconsistencies in cost tabulation. For instance, the proposed weekly activation package for five major television stations is costed at KSh12 million per month, which would amount to KSh144 million annually, yet the report lists the total annual figure as KSh48 million.
An assessment of government social media platforms across ministries also found that much of the content is heavily centred on political figures, with limited emphasis on socio-economic development outcomes.
The report noted low audience engagement levels, reinforcing the need for a more effective and citizen-focused digital communication strategy.
On emerging technologies, the strategy acknowledges that while steps have been taken to adopt artificial intelligence, its use has yet to be fully mainstreamed within government communication structures.
The report further observes that prior to 2022, the national government enjoyed a relatively positive public image, buoyed by flagship initiatives such as expanded health insurance under the National Health Insurance Fund, rail transport through the Standard Gauge Railway (SGR), and major road infrastructure projects.
That perception, it says, has since deteriorated amid allegations of corruption, inefficiency, weak public communication and what it describes as growing detachment from citizens.
“The image of the National Government has suffered unprecedented damage in the recent past. The faulting image is demonstrated by limited public trust, waning confidence, laid-back culture and elevated corruption perceptions in public service delivery. The perceived opulence and contemptuous demeanour of public officers is equally injurious to the government’s image.”
The strategy also identifies inconsistent messaging across ministries as a major contributor to public mistrust, noting that contradictory statements on key issues have confused citizens. To address this, it recommends the creation of a central information depository to harmonise official communication.
It further criticises the tone of current government messaging, describing it as government-centric rather than citizen-focused.
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“The disconnect between the Government and the public, unfulfilled promises made in public, misplaced pronouncements, the spread of misinformation, disinformation and malinformation, and the prevailing tight economic situation continue to erode the Government brand and reputation,” the report adds.
To reverse the decline in public confidence, the Ministry of ICT argues that effective communication strategies, trust-building initiatives, strong political backing and robust data security frameworks will be essential.
“By focusing on these critical success factors, the Government can enhance the reach, effectiveness and credibility of its communication efforts, ultimately fostering greater public engagement, trust and confidence,” the report concludes.
