Facebook remains the most popular social media platform in Kenya, with a steadily increasing user base. The latest report from the Communications Authority (CA) of Kenya regarding audience measurement and digital trends shows that, by the end of December 2024, Facebook represented 57.1% of social media users.
Following closely behind is WhatsApp, another platform owned by Meta, which holds 54.4% of users. TikTok, which has experienced a notable rise in popularity, is in third place with 29.5%, and YouTube occupies 26.2% of the online landscape. Instagram and X (formerly Twitter) are next, with 12.9% and 12.2%, respectively.
According to the CA report, “The high frequency of Facebook and WhatsApp usage underlines their significance and impact within Kenya’s online environment. Mobile phones continue to be the main access point for social media, making these platforms crucial for daily media engagement.”
Over the past year, Facebook has experienced an impressive 10% growth in its user base in Kenya. In the three months leading up to December 2023, Facebook overtook WhatsApp to become the country’s leading social media platform, with 47.5% of Kenyans actively using it, slightly ahead of WhatsApp’s 47.3%.
The growing prominence of Facebook and WhatsApp is reinforced by their leading positions in online discussions and their influence on Kenya’s digital behavior. Meanwhile, YouTube, which had held the third position before, was surpassed by TikTok, a platform that has continued its upward trajectory. From 2023, YouTube’s user base grew from 18.6% to 21% by the end of 2023, reaching 26.2% by December 2024.
TikTok’s consistent growth has seen its user share rise from 17% to 19.3%, allowing it to overtake YouTube and become the third most popular platform in the nation. Conversely, Instagram has shown modest progress, increasing from 11.8% to 12.9%. In contrast, X (formerly Twitter) has shown remarkable growth, climbing from 7.9% to 12.2%, highlighting its increasing influence among users in Kenya.
This evolving trend in social media usage reflects both international patterns and the distinctive characteristics of the Kenyan digital landscape, with different platforms rising in popularity at varying rates. The growing prevalence of platforms like Facebook and WhatsApp emphasizes their ongoing importance in shaping communication, entertainment, and commerce in Kenya.
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