Kenyans wake up every morning to a familiar pattern on social media platforms: hashtags celebrating the country's supposed economic success. Infographics tout record-low inflation numbers and job creation, while testimonials praise Kenyan government programs in healthcare, education, and infrastructure. However, this narrative does not reflect the reality on the ground. Small businesses and multinationals are shutting down under heavy taxes, hospitals are turning away patients despite claims of universal healthcare, and the cost of living continues to squeeze ordinary Kenyans.

Through a well-coordinated digital communication machine, Kenyan government ministries and departments have managed to shape a parallel narrative, downplaying economic hardships facing millions, discrediting critics, including independent media, and managing public perception carefully. A Nation.Africa report found that the majority of related posts originated from the same users, highlighting the government's efforts to control the narrative.

The government uses social media platforms like X and TikTok to shape public opinions, hiring social media influencers to push exaggerated achievements, selective data, and, in some instances, outright falsehoods to attack critics. These influencers, often labelling themselves as communication strategists and digital advertisers, create a network of 'digital mercenaries' that push and amplify the messages of the highest bidder, often the Kenyan government.

According to Allan Magaki, a social media researcher in Nairobi, "It's a well-oiled narrative control system where State House, government ministries, and even members of parliament hire people believed to have sway on social media to push misleading content." This system has been used to promote government programs like the controversial housing levy, with influencers highlighting completed house units without providing tangible evidence.

Despite the government's efforts to portray a booming economy, the reality is that many businesses have struggled, with over 4,000 small enterprises shutting down in 2024. Multinationals like Procter & Gamble (P&G) and G4S have either exited the market or cut their workforce, citing high operational costs, challenging economic conditions, and an unfavourable business environment. Startups like Copia, Mobius, and iProcure have also blamed economic challenges for their collapse.

A 2023 Mozilla Foundation report confirms a well-established disinformation industry in Kenya, primarily driven by social media influencers. These influencers use tactics such as sock puppet accounts and astroturfing to push narratives and make them appear organic. Under Kenyan laws, government agencies like the Communication Authority (CA) and the police service are supposed to protect the public from perceived harmful information while preserving people's rights to information and freedom of expression.

However, the government and its extensions actively engage in misinformation, according to an investigation by Code for Africa, a digital democracy lab. Attempts to regulate social media, which could give the government even more influence on the platforms, have stalled due to pressure from human rights groups and the public.

Social media influencers are paid between $15 to $100 based on their following and influence. Larger accounts with massive followings owned by public figures can attract as much as $2,000 daily, which they partly use to recruit micro-influencers to make their conversations appear organic. An insider who worked on digital campaigns for the former deputy president revealed that influencers in a single campaign can range from 25 to 200 depending on the budget.

Beyond shaping public opinions and promoting government programs, Kenyan social media spaces have become grounds for silencing critics like independent media outlets. In 2024, the Nation Media Group (NMG) was on the receiving end, with hashtags like #WhatIsNationHiding, #RIPNationMedia, and #DearAgaKhan trending on X after a publication owned by the outlet ran stories critical of the government.

The attacks even included claims that the ink and paper the newspaper uses causes cancer. Judges who ruled against implementing key government policies were also targets in the malicious campaigns. With social media giants rolling back content moderation, Kenya's 'propaganda' machine will likely continue churning. However, as economic hardships bite and widespread skepticism grows, the government's edge on information warfare may face a test similar to the nationwide protests of June 2024.