How young Kenyans turned to news influencers when protesters stormed the country's parliament

On 25 June 2024, Kenya experienced a pivotal moment: young Kenyans protesting a controversial financial bill that proposed higher taxes stormed the national parliament. These unprecedented protests took a tragic turn when police opened fire on the demonstrators, leaving at least 23 dead and dozens injured.

This violent climax followed weeks of widespread protests in major towns across the country, driven by youth mobilising through social media platforms. Beyond the political discourse, this moment signaled a broader shift in Kenya’s socio political landscape and highlighted a profound transformation in how news is consumed.

A recent study conducted by Odipo Dev, a data analytics and research firm, revealed how structural and cultural shifts in digital media created a fragmented yet dynamic information environment, reshaping the role of traditional journalism in the public sphere. 

According to the study, platforms like Instagram and TikTok have become the most precious battlegrounds for attention, with alternative outlets such as the Nairobi Gossip Club (NGC) emerging as the leading news distributors during the protests and overshadowing traditional media giants like Nation Media Group and Standard Media Group.

The study revealed that NGC dominated digital engagement, amassing over 15 million video views and post interactions on Facebook and Instagram. Citizen TV Kenya followed, with slightly more than 10 million interactions. Legacy outlets such as NTV Kenya, The Standard, KTN News Kenya, and Nation trailed behind, each garnering fewer than 10 million.

According to Norbert Mburu, a researcher involved in the study, NGC’s success is no accident. “These platforms resonate with a digitally savvy audience, delivering content that feels immediate, relatable, and culturally relevant,” Mburu said. He added that social media algorithms play a pivotal role, holding what he described as the ultimate editorial power.

“These algorithms prioritise what people want to see, propelling alternative outlets like NGC to the forefront,” Mburu said. The “For You” tab popularised by TikTok has been adopted by other platforms and has further transformed news discovery, making it more incidental and deeply personalised.

Dr. Denis Galava, a media scholar and practitioner, said the rise of digital platforms has reshaped how young Kenyans engage with news. “Young people conduct much of their lives on digital platforms,” Dr. Galava noted. “It’s natural for them to consume news there, where they feel most comfortable.”

Why this shift matters

The shift reflects a broader challenge for traditional media outlets, which often struggle to match the immediacy and interactivity of social media. This trend underscores a broader challenge for traditional media outlets, which often struggle to compete with the immediacy and interactivity of social media. 

The Digital News Report 2024 found that social media use for news in Kenya surged to 77%, up from the previous year. YouTube grew to 59%, while TikTok climbed to 36%, with the platform particularly resonating among younger users. More than a third of Kenyans now turn to TikTok for news, mirroring a global trend where 23% of 18- to 24-year-olds rely on the platform for news.

This shift is closely tied to the growing role of video as a preferred source of online news, particularly for younger audiences. According to the report, most video consumption occurs on social media platforms (72%), compared to publisher websites (22%). This dynamic complicates efforts to monetise content and build direct connections with audiences.

During the protests, platforms like Instagram and TikTok became vital tools for young Kenyans to access real-time updates, videos, and commentary. Unlike legacy media, which is bound by schedules and slower editorial processes, social media delivered on-demand content that resonated with a generation prioritising speed, convenience, and direct engagement.

According to Emmanuel Chenze, Chief Operating Officer at Africa Uncensored, young Kenyans are prioritising content that is readily available and in formats that align with their lifestyles, a different dynamic from older generations, who typically rely on TV or print media.

“Nairobi Gossip Club and similar platforms provide instant news cards, videos, and interactive formats that mainstream outlets often overlook,” Chenze explained. He added that most of these new media platforms and influencers have built communities through their active comment sections and relatable personas, “leaving legacy media struggling to keep up.”

By catering to an audience accustomed to consuming content on demand, they have built communities that trust and engage with their posts. “Audiences have changed,” Chenze said and noted that the likes of NGC are simply responding to these needs. “Legacy media has been slow to adapt, prioritising traditional agenda-setting over addressing what people want.”

Are influencers a double-edged sword?

Digital influencers played a central role in shaping the conversations around the protests. According to the study by Odipo Dev, individuals such as Murugi Munyi, Khalif Kairo, and Eric Omondi engaged their followers with real-time commentary, often matching the engagement levels of mainstream outlets. Their ability to present information in relatable, digestible formats amplified their reach.

According to Mburu, the unique connection influencers have with their audience is a significant factor in their success. “They deliver information in a way that feels personal and intimate,” Mburu explained. This is something traditional news outlets struggle to replicate.

The rise of influencers as news sources poses many challenges for the public sphere. Unlike journalists, influencers are not bound by editorial principles. “Their posts often blur the lines between opinion and fact,” noted Dr. Galava, highlighting a key concern in an era already plagued by misinformation. However, Chenze countered that while mainstream media in Kenya may have editorial policies and principles, adherence varies widely across outlets. “The following is a whole different matter, though. Some do, some don’t,” he said, pointing to inconsistencies in how these standards are upheld.

The dual role influencers played both as entertainers and news disseminators further blurred these lines.

During the protests, influencers went beyond merely reporting the events. They actively participated as protesters themselves. Many hosted live discussions on platforms like X, TikTok and Instagram. They provided real-time updates to their audiences and undertook civic education on contentious issues. This approach helped shape how audiences understood the events and how they responded to them.

Dr. Galava sees influencers as a double-edged sword. While they democratise information, he thinks their lack of adherence to journalistic standards poses risks. “Misinformation thrives where there’s broken trust,” Dr. Galava explained. “It’s up to journalists to navigate this terrain, offering clarity and deeper understanding amid the noise.”

Intriguingly, Chenze argues that there is room for collaboration between influencers and journalists to ensure accurate and balanced reporting. By combining the influencers’ ability to engage large, targeted audiences with the journalistic standards of accuracy and verification, this partnership could bridge the gap between the speed of social media and the need for factual reporting. It could also help create more informed, engaged audiences by delivering real-time news with the necessary context and credibility.  

“When influencers and journalists work together, they can create compelling, credible content that resonates with younger audiences,” Chenze said.  

Why legacy media are struggling

Legacy media in Kenya has struggled to keep pace with these changes. While outlets like Nation and The Standard boast significant resources, they often lag in audience engagement online.

Mburu attributes this to structural inaction. “Traditional outlets are competing not just with other news producers but with everything else that captures attention online, from Netflix to TikTok,” he said.

Financial pressures, reduced advertising revenue and shifts in audience preferences have also made the problem worse for traditional media. This leaves legacy media grappling with declining revenues and the challenge of monetising their digital offerings. “For decades, mainstream outlets focused on politics, but younger audiences have lives outside of that. They’re seeking content that reflects their realities, not just political headlines,” Chenze said.

This transformation is also rooted in cultural shifts. For young Kenyans, news is not just information; it’s a form of entertainment and identity. “The news is a meme,” observed Mburu. “For many young people, their first encounter with current events is likely a short, engaging video on TikTok or an Instagram story.”

The preference for bite-sized, visually appealing content challenges traditional notions of journalism. “Gen Z doesn’t view the news as something exclusively produced by journalists,” said Dr. Galava. “They trust influencers and alternative media as much as, if not more than, traditional outlets.”

Additionally, platforms like TikTok and Instagram are redefining what constitutes newsworthy content. Stories are often selected and framed based on their potential to go viral rather than their intrinsic importance. This has created an environment where sensationalism and clickbait thrive, sometimes at the expense of depth and accuracy.

 “Kenyans love gossip and drama,” Mburu said. “Platforms like NGC tap into this cultural preference, packaging news in a way that’s both entertaining and easily shareable.”

‘Aura for aura’

As Kenya’s youth increasingly turn to alternative media for news, fact-checkers face mounting challenges in combating misinformation. For instance, at the height of the protests in June, Kenyans on X started a trend whereby they countered any information they perceived as propaganda from government entities such as the presidency and police with their own fabricated versions, calling it ‘aura for aura.’ 

In most cases, these fabricated satirical posts gained more engagement than the original information from the government. The ‘aura for aura’ posts were not confined to X as they found their way to other platforms like Instagram and Facebook, where audiences had no context like X users who understood that it was propaganda to counter what they had perceived as propaganda from the government.

Makinia Juma, a deputy editor for Africa Check in Kenya, notes that in June and July, they witnessed a rise in misinformation being spread on the different platforms in the country. 

She noted that the ‘aura for aura’ posts went viral because they played into people’s emotions at the time. “People were angry and quick to believe anything critical of the government,” she said. “Even short, misleading videos gained traction because the public had lost trust in traditional institutions,” she added that verifying and debunking such content became immensely difficult.

At the time, edited graphics, manipulated videos, and false captions were the main form of misinformation spread across social media platforms.  “AI wasn’t a big player yet, but we saw out-of-context photos and videos spreading rapidly,” Juma noted. “These edits were professional, making it harder to flag and remove them across platforms like TikTok and Facebook.”

Fact-checkers, she said, have had to adapt to new trends. “We’ve developed platform-specific techniques, like brief, engaging TikTok videos to counter misinformation,” she said. “Gen Z audiences want concise explanations. If it’s not clear in a few seconds, they move on.”

Africa Check has also leaned on preemptive strategies known as ‘pre-bunking’. Before a major event they analyse past trends in misinformation and educate the public about the common tactics used in spreading misinformation on the subject. “This helps people critically evaluate information as it surfaces,” Juma said.

The future of fact-checkers

For fact-checkers, collaboration with social media platforms is crucial in the fight against misinformation and disinformation. “TikTok introduced features for flagging misinformation during elections, and tools like Facebook’s backend analytics help us identify viral falsehoods in real-time,” Juma said. However, challenges persist. “Platforms like X are resistant to fact-checking initiatives, and misinformation spreads unchecked, eroding public trust.”

Juma added that they are also actively working on media literacy across the country. She argued that fact-checking alone is not enough. “We’re targeting secondary schools and community radio stations to teach young people to identify false information,” she said. She added that the evolving landscape of alternative media demands journalists, educators, and tech companies to work together. “Fact-checking must evolve alongside these platforms,” she said. “It’s not just about debunking. It’s about building a culture where truth matters.”

Even as fact-checkers and organisations such as Africa Check strive to combat misinformation, Meta’s recent decision to discontinue its third-party fact-checking program in favor of a community-driven notes system, inspired by a similar feature on X, which places the responsibility of identifying and contextualising misleading content on users.

Juma noted that this shift has significant potential consequences for misinformation control. “The reliance on community-driven moderation may not be as effective in regions where misinformation is politically motivated and spreads rapidly.”

She pointed out that in Kenya, where social media platforms have millions of users, unchecked disinformation could surge, particularly during critical periods such as elections.

“The effectiveness of community Notes depends on active and informed user participation,” Juma added. “In areas with limited digital literacy or high levels of coordinated disinformation campaigns, this system may be susceptible to exploitation, allowing false narratives to go unchecked and disinformers to get their way.”

From memes to abductions

Along the same lines as the ‘aura for aura’ mantra, Kenyan social media has been flooded with AI-generated photos and videos depicting national leaders in controversial or compromising situations. Among the most circulated are AI-generated images of President William Ruto lying in state or lying dead in a casket. 

Additionally, Kenyans have created viral silhouettes highlighting the president’s perceived shortcomings. In response, the president’s communications team has countered with their own silhouettes, showcasing the government’s progress in delivering on its promises.

However, these creative expressions have taken a darker turn. Several young individuals who shared these AI-generated images and critical silhouettes have reportedly been abducted by suspected state security officers. The police deny any involvement. While some of the abducted individuals have been released following public outcry, others remain unaccounted for. 

According to the Kenya National Commission on Human Rights (KNCHR), between June and December 2024, there were 82 reported cases of abductions and enforced disappearances, with 29 individuals still missing.

Why vernacular digital media is thriving

Vernacular media outlets are also carving out a significant space in Kenya’s evolving digital media landscape. According to the study, vernacular outlets now account for 10% of total interactions on Facebook and Instagram, a testament to their growing influence among audiences seeking localised content.

While traditionally overshadowed by mainstream English-speaking outlets, vernacular stations like Kameme FM, Inooro TV, Ramogi TV, and others are now competing on equal footing in digital spaces. By addressing culturally specific issues and speaking directly to their communities, vernacular media has become a trusted and relatable source of news and entertainment.

Dr. Galava concurs with the study’s findings and added that the growing online presence of vernacular stations is a welcome development, as it fosters inclusivity and ensures that diverse communities across Kenya have access to news and information in their native languages. “They serve as a bridge between local communities and the broader national discourse,” he said. “Their digital presence ensures that marginalised voices are not left out of the conversation.”

“A tool for influence”

“Kenya’s media has historically been a tool for influence rather than public interest,” said Dr. Galava. This legacy complicates efforts to adapt to the digital age, where trust and engagement are paramount.

Dr. Galava explained that the origins of Kenyan media were deeply entwined with political and commercial motives. “From its inception, media in Kenya wasn’t founded as a public-interest enterprise,” he said. “Whether it was the Standard started by colonial businessmen or the Nation launched by Aga Khan, these outlets were established to serve the interests of their owners, be it as a bargaining tool with governments or as a platform for advancing specific agendas.”

This historical baggage has led to a public perception that media institutions prioritise power and profit over the people. “Journalists and audiences often ascribe noble goals like freedom of speech and public interest to the media,” he noted. “But these ideals don’t align with the media’s founding principles, which were rooted in influence and control.”

The digital age has further exposed these tensions. Legacy media, once reliant on advertising and government support, now competes with digital platforms and influencers who are unburdened by the same financial or regulatory constraints.

“The economic model for journalism in Kenya has always been problematic,” Dr. Galava said. “Media houses were designed to influence rather than serve, and now they struggle to pivot to models that prioritise audience engagement and trust.”

He stressed the importance of rethinking traditional revenue streams and added that advertising alone cannot sustain legacy media in a world where younger audiences turn to TikTok or Instagram for news. “Media houses must innovate, finding new ways to monetise digital content while maintaining credibility,” he said.

To survive, legacy media must also confront the issue of trust. “Rebuilding that trust requires a shift in focus, from amplifying the voices of the powerful to genuinely engaging with the public’s concerns,” Dr. Galava said. 

Despite these challenges, he believes that the digital era offers opportunities for smaller, more nimble newsrooms. “I see a future where we have smaller, specialised media houses that cater directly to niche audiences,” he said. “The first truly digital newsroom in Kenya will emerge, and it will succeed by prioritising relevance and connection over scale.”

What’s next for Kenya’s digital media

Looking ahead, the role of traditional media in Kenya will depend on its ability to adapt. Dr. Galava argued that legacy outlets need to focus on their core strengths: credibility and in-depth analysis. “The media should become explainers, helping audiences make sense of complex issues,” he said.

For Chenze, there’s huge potential for innovation. “Artificial intelligence and data analytics can help outlets understand audience preferences and tailor content accordingly,” he said. But he cautioned against technological overreliance, stressing that credibility and meaningful connections with audiences remain the foundation of effective journalism. “At the end of the day, it’s about trust and relevance,” he said

Mburu, on the other hand, noted that this is a pivotal opportunity for the media to reaffirm its value by keeping people in power in check and helping audiences objectively make sense of their world: “Objectivity has never been more necessary.”

At the same time, he emphasised that social media platforms and alternative media will continue playing a critical role in Kenya’s socio political discourse, as young people push for issues such as the fight against corruption and as the country approaches its next election cycle. “Your next president could be determined by TikTok challenges and X Spaces.”