Brand spending patterns in the first quarter of the 2025-26 financial year point to a continued dominance of social media platforms in Kenya’s digital advertising market.
Facebook leads decisively, attracting 52 per cent of total brand digital investment, underscoring its reach and appeal to advertisers.
Instagram follows with 27 per cent, reinforcing Meta’s grip on the market, with the two platforms jointly accounting for 79 per cent of all digital spend.
Beyond Meta, investments drop sharply. Advertising networks take nine per cent, while Twitter (X) captures eight per cent, reflecting its niche but still relevant position for certain audiences.
Video and display platforms lag further behind, with YouTube attracting just 2.3 per cent of spending and Google Display accounting for 1.6 per cent.
TikTok remains marginal at 0.2 per cent, despite its growing popularity among younger users.
Overall, the figures highlight advertiser preference for established social platforms over programmatic and display-driven channels.
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