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Alternative media outlets and influencers led the discourse on nationwide protests in Kenya on Instagram and Facebook, often outpacing legacy media outlets in reach and engagement.
Nairobi research firm OdipoDev analyzed around 28,000 news posts on the Meta-owned platforms between May and July. The findings highlight shifting news consumption trends with significant implications for civic engagement and political mobilization in the country.
“The average news consumer is not going online to look for news, the news finds them,” the project’s lead researcher Norbert Mburu told Semafor Africa. “Alternative outlets are now at a place where they have significant mass reach, and influencers have trust.”
The analysis found that Nairobi Gossip Club (NGC), a popular celebrity news and lifestyle page, was Kenya’s leading source of news on Meta-owned platforms. NGC attracted the highest number of video views, post engagements, and interactions on Instagram and Facebook — far outpacing legacy media platforms. NGC had nearly 3 million more interactions in June than its nearest competitor, Citizen TV.
