Where digital advertising money goes in Kenya

Kenya’s digital advertising landscape continues to shift rapidly, with social media platforms taking the biggest share of online marketing budgets.

According to the Communications Authority of Kenya’s Audience Measurement and Industry Trends Report for Q3 2025/26, Facebook leads in digital advertising spend at 29 per cent, closely followed by Instagram at 28 per cent.

YouTube accounts for 23 per cent of digital advertising expenditure, showing the growing influence of video content in Kenya’s online market.

TikTok, despite its rising popularity among young users, captured 10 per cent, while X, formerly Twitter, accounted for just three per cent.

The report highlights Meta-owned platforms, Facebook and Instagram, as the dominant players, jointly attracting more than half of all digital advertising spending in the country.

The growing investment in online advertising reflects Kenya’s increasing internet penetration, smartphone usage and social media engagement, with businesses shifting focus from traditional media to digital platforms to reach wider and more targeted audiences.