State to Pump Over KSh100 Million a Year Into Influencers to Shape Online Narrative and Promote Government Agenda

The government is planning a major digital publicity campaign. It will spend at least KSh100 million every year. The money will go to social media influencers and bloggers. The goal is to improve the State’s image online. It also aims to promote government programmes more aggressively.

Documents from the Ministry of Information, Communication, and the Digital Economy show the strategy clearly. The ministry wants to “positively profile” the government brand. It will work with the Presidential Communication Service. The Office of the Government Spokesperson will also take part. Together, they want to push a strong and coordinated message online.

This plan comes at a tense time. Social media platforms now host sharp criticism of government policy. Online campaigns have fuelled protests. They have also shaped public opinion. Because of this, officials feel the State must act faster. They want to lead conversations. They do not want to keep reacting to criticism.

The proposal focuses on content creators. It targets both big and small influencers. Ten macro-influencers will be selected. Each will earn KSh100,000 every three months. Another 20 micro-influencers will join the programme. Each will receive KSh50,000 quarterly. Their work will include creating content. They will also design hashtags and promote them online.

The funds will not only pay influencers. Some money will buy digital tools. Other funds will support coordination and monitoring. The aim is to fight misinformation. The State also wants to engage citizens directly. Officials say consistency matters more than one-off posts.

Government planners believe influencers shape opinion every day. By working with them, the State hopes to guide debate early. Supporters say this reflects modern communication. Critics, however, may question the cost. Others may raise ethical concerns. Still, one fact stands out. The battle for public opinion has moved online. The government plans to invest heavily in that space.