When Billionaire Elon Musk bought X (Formerly Twitter) not many people understood why he would spend 45 million dollars to buy an app which at the time wasn’t making much profit.
Many months down the line, the communication app would become the most powerful tool that Musk used to ensure Donald Trump’s return to power. It opened faces and illustrated how significant social media has become in shaping opinions and even determining election outcomes.
Trump in suspending the ban on TikTok revealed how much the app helped his campaign win.
“Can you believe what I’ll do to win an election?” Mr. Trump joked about his TikTok presence during his Victory Rally on Sunday at the Capital One Arena in Washington.
“And we went on TikTok and Republicans have never won the young vote. They win a lot of votes but they’ve never won the youth vote — we won the youth vote by 36 points,” he said. “So, I like TikTok.”
Meanwhile in Kenya, there’s a significant shift towards digital engagement, former Deputy President Rigathi Gachagua has made his debut on TikTok, joining a growing list of Kenyan politicians leveraging the platform’s vast reach. His first live session on January 23, 2025, drew over 10,000 viewers, illustrating the platform’s power in political communication.
TikTok: A New Political Arena
TikTok has become more than just a platform for entertainment in Kenya; it’s now a central battlefield for political discourse, especially following the 2024 wave of digital activism led by Generation Z. These young activists used TikTok to voice economic and social grievances, turning the app into a hub of digital protest against government policies.
The Reuters Institute’s Digital News Report 2024 highlights TikTok’s growing influence, with 36% of Kenyans using it as a news source, a trend particularly pronounced among the youth where globally, 23% of 18- to 24-year-olds rely on it for news.
Politicians on TikTok
– Phelix Odiwuor ‘Jalang’o’: The Lang’ata MP has not only embraced TikTok but also defended its use, arguing against any potential bans due to its economic benefits for the youth. His account, with over 530,000 followers, showcases a blend of personal life, constituency issues, and advocacy for young talent.
– Hassan Joho: As the Mining and Blue Economy Cabinet Secretary, Joho was an early adopter of TikTok in 2020. His account reflects his high-profile lifestyle with a focus on music, particularly Bongo hits, earning him over 608,000 followers.
– Peter Salasya: The Mumias East MP uses humor and relatability to engage his 743,000 followers, providing insights into both his personal and political life.
– Millicent Omanga: Known as the “Dancing Queen of TikTok,” Omanga uses the platform for entertaining dance videos alongside her political engagements, garnering 332.6K followers.
– Karen Nyamu: The nominated senator sees TikTok as a bridge to the youth, highlighting the platform’s strict content rules while using it for political interaction and personal branding, with 589.7K followers.
– Johnson Sakaja: Nairobi’s Governor uses TikTok to promote initiatives like the Dishi na County school feeding program, connecting with 457K followers by sharing both official and personal content.
– William Ruto: Even the President has a presence on TikTok, with a no-comments policy on his account, focusing solely on sharing content to his 581.9K followers.
– Mutahi Kahiga: The Nyeri Governor manages multiple TikTok accounts, balancing between official duties and personal content, although he has faced challenges with negative feedback during politically charged times.
Expert Insights
Governance expert Javas Bigambo emphasizes the necessity for politicians to adapt to new digital tools. He notes, “Leaders who fail to adapt risk becoming obsolete in their engagement strategies.” Bigambo advocates for a more holistic integration of technology in governance, pointing out the potential of AI in enhancing service delivery and policy-making.
As TikTok continues to shape political engagement in Kenya, it’s clear that leaders are not just participants but active shapers of this digital landscape. Whether it’s through showcasing governance initiatives, personal lifestyles, or direct interaction with the electorate, TikTok has become an indispensable tool for political communication in Kenya’s evolving digital age.
Kenya Insights allows guest blogging, if you want to be published on Kenya’s most authoritative and accurate blog, have an expose, news TIPS, story angles, human interest stories, drop us an email on [email protected] or via Telegram