The Star has marked a major milestone as its TikTok account celebrates one year since launch, recording sharp growth in audience engagement and digital reach.
Group Editorial Director Paul Ilado said the platform has transformed how the newsroom connects with its audience. “Today, November 7, marks a remarkable milestone for The Star as we celebrate one year since joining TikTok,” he said.
In 12 months, the account has gained 312,900 followers and 1.8 million likes. Ilado said the success reflects “the power of digital media and our audience's appetite for engaging content.”
He noted that TikTok has played a key role in reshaping news consumption. “The platform has enabled us to reach a wider audience, especially the younger demographic, and provide news in innovative and bite-sized formats,” he said.
"We're committed to leveraging this platform to tell the stories that matter most to our audience and showcase the best of Kenya and beyond. We appreciate our followers' support and enthusiasm, and we look forward to what's to come."
The Star described the growth as especially strong in the past six months, driven by strategic content choices tailored to TikTok’s fast-paced style.
What began as an experiment has now become a central storytelling tool for the newsroom.
The Star Digital Editor, Francis Mureithi, said the journey has been one of continuous learning, testing, and adapting as the brand explores new ways to serve its expanding digital community.
“In the beginning, we were still figuring out what works on TikTok, especially considering we are a mainstream media house with established newsroom traditions,” he said.
“We took time to study the platform, research trends and audiences, and even consult with TikTok teams. Over time, we found the balance between informative journalism and engaging visual storytelling. Once that clicked, the growth picked up rapidly.”
TikTok has quickly become one of the most influential platforms for news distribution globally, especially among younger audiences. In Kenya, the platform has evolved from being predominantly entertainment-focused to becoming an important source of breaking news, simplified storytelling, explainers, and human-interest narratives.
The Star’s presence on TikTok is now part of a wider digital strategy that places the audience at the centre of content development.
The media house already commands strong digital footprints across major social platforms. On X (formerly Twitter), The Star boasts 2.4 million followers, making it one of Kenya’s leading real-time news accounts.
On Facebook, the outlet has 1.5 million followers, while on Instagram, the brand continues to grow with a community of 187,000 followers. TikTok’s audience is now rising rapidly to match these long-established platforms.
Media analysts say TikTok has become crucial for reaching younger and mobile-first audiences who prefer short, sharp, visually rich storytelling. The platform’s algorithm prioritises content discovery, enabling emerging accounts with strong content to grow fast, even without paid promotion.
For The Star, the milestone is not just about numbers. It reflects strategic adjustments in how news is packaged and distributed. The newsroom has invested in video production, scripting, research-driven storytelling, and visual editing that aligns with TikTok’s unique audience culture.
Francis says the lessons learned in the first year are shaping the next phase of growth.
“We are now very intentional about understanding where audiences are and what they care about. TikTok has shown us that young Kenyans want news that is quick, relevant, and visually engaging. We will continue to refine our storytelling and invest in content formats that speak to this audience.”
He adds that the team remains committed to journalistic integrity, even as storytelling styles adapt to suit digital consumption.
“We are committed to producing compelling, factual, and ethically sound journalism across all platforms. The format may change, but our standards do not. Our priority is to ensure that every piece of content we publish is accurate, responsible, and meaningful to the audience,” he said.
Looking ahead, Francis says The Star expects the TikTok account to continue growing rapidly.
The focus will be on explainers, human interest highlights, behind-the-scenes newsroom storytelling, event coverage, and relatable everyday content that resonates with the platform’s culture. The Star will also explore collaborations and platform-specific series to deepen engagement.
“Based on the momentum we have seen in the last six months, we anticipate that our TikTok following may triple within the next half-year. The demand is there. The audience is there. Our responsibility now is to show up consistently, creatively, and professionally,” Francis added.
As The Star celebrates this one-year milestone, the success of its TikTok account reflects a newsroom evolving with the times, embracing new spaces, and meeting audiences where they are — without losing the essence of trusted journalism.
