The government has announced a plan to pay digital influencers who create content promoting flagship programs such as affordable housing, healthcare, agriculture, and job creation, in a bid to modernize state communication and tap into Kenya’s expanding digital economy.
Speaking in Nairobi on Wednesday, Head of Creative Economy and Special Projects in the Executive Office of the President, Dennis Itumbi, said the initiative is part of a broader effort to shift government advertising from traditional print and broadcast media to digital platforms where younger Kenyans spend most of their time.
“The government is willing to put money specifically for a few things that the government is doing, and you can benefit directly,” Itumbi told a forum of content creators. “If you do content around housing, health, job creation, and agriculture, we are willing to put money into it for you.”
The program will allow influencers to submit proposals to the Creative Economy Office, detailing how they intend to creatively highlight government projects.
Successful applicants will receive financial backing and guidance to produce campaigns tailored for platforms like TikTok, Instagram, and YouTube.
Itumbi emphasized that the move is designed not only to boost publicity but also to empower youth in the creative sector.
“We will give you money and notes to create content and earn money by just putting it on TikTok. We have improved our advertisement from manual to digital ads where audiences want to be informed,” he said.
The strategy comes as the government ramps up public awareness campaigns around the Affordable Housing Programme, the Social Health Authority (SHA), and agricultural subsidies, programs that have faced public skepticism and require broad citizen engagement.
Analysts say the plan reflects the Kenya Kwanza administration’s recognition of the power of influencers in shaping public opinion, particularly among Gen Z and millennial audiences.
Political communication scholar Dr. Wanjiru Ndirangu noted: “Influencers today rival mainstream media in reach and impact. The state is tapping into a network that is more organic, relatable, and immediate in delivering messages.”
However, critics have raised concerns that paying influencers could blur the line between independent content and government propaganda.
Media watchdogs argue that the government must ensure transparency in payments and avoid compromising the authenticity of Kenya’s digital creators.
Despite these concerns, the initiative is expected to open new opportunities for young creatives struggling to monetize their work.
Kenya’s influencer marketing industry has been growing rapidly, with global brands already using digital campaigns to reach Kenyan consumers. The government’s entry into the space could both legitimise and formalise the sector.
For now, content creators are gearing up to pitch proposals as the state turns to TikTok stars and Instagram storytellers to sell its development agenda.
Whether the strategy strengthens citizen engagement or stirs controversy will depend on how responsibly it is implemented.
