How To Do Social Media Marketing in Kenya

As the world becomes increasingly interconnected through technology, social media marketing has become an essential tool for businesses looking to reach and engage their target audience. Kenya, like many other countries around the world, has seen a surge in the use of social media platforms, providing businesses with an opportunity to connect with consumers in ways that were once impossible.

In this ultimate guide to social media marketing in Kenya, we will explore the current state of social media in the country, the benefits of social media marketing, the most popular social media platforms in Kenya, and the strategies and tactics that businesses can use to succeed in this rapidly evolving landscape.

Table of Contents

What is social media?

Social media refers to online platforms and technologies that enable users to create, share, and exchange information, ideas, and content with others through virtual communities and networks. Social media can take various forms, including social networking sites, blogging and microblogging platforms, video-sharing sites, and instant messaging applications, among others.

Users of social media can create profiles, connect with others, and engage in various forms of social interaction, such as messaging, commenting, and sharing content. Social media has become a significant part of many people’s lives, providing a platform for communication, socialization, and information sharing.

Some of the most popular social media platforms include Facebook, Twitter, Instagram, YouTube, TikTok, LinkedIn, and Snapchat, among many others. These platforms have transformed the way people communicate, connect, and interact with each other, and have also had a profound impact on various aspects of society, including politics, business, and culture.

The State of Social Media in Kenya

Social media has become an integral part of daily life in Kenya, with millions of people using platforms such as Facebook, Twitter, and Instagram to connect with friends and family, share news and information, and stay up to date with the latest trends. This article will provide an overview of the current state of social media use in Kenya, including popular platforms and trends, and will highlight how businesses are using social media for marketing and advertising purposes.

Social media use in Kenya has evolved significantly in recent years, with the proliferation of mobile devices and improved internet connectivity driving a surge in usage. The most popular social media platforms in Kenya include Facebook, WhatsApp, and YouTube, Instagram, with Snapchat and Twitter also gaining popularity in recent years. According to DataReportal here are the numbers:

Data published in Meta’s advertising resources indicates that Facebook had 9.25 million users in Kenya in early 2023.
Updates to Google’s advertising resources indicate that YouTube had 9.44 million users in Kenya in early 2023.
Numbers published in Meta’s advertising tools indicate that Instagram had 2.20 million users in Kenya in early 2023.
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 1.85 million users in Kenya in early 2023.
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 3.50 million “members” in Kenya in early 2023.
Data published in Snap’s advertising resources indicate that Snapchat had 2.45 million users in Kenya in early 2023.
Numbers published in Twitter’s advertising resources indicate that Twitter had 1.90 million users in Kenya in early 2023.

How to Create Great Content for Social Media Marketing Strategy

Social media marketing is a powerful way to reach new customers and grow your business. It is proven to be more effective than traditional advertising, so it’s crucial to use the right tools and tactics to get results. To create great content for social media marketing, follow these tips.

Understand Your Target Audience

The first step to creating great content for social media marketing is to have a clear idea of who you are trying to reach. It’s not just about your personal preferences and interests but the needs, wants, and desires of your potential customers. To understand your target audience, ask questions like “What do they want?” “Why are they engaging with us?” and “How can we help them?” You can also get someone on board who is familiar with your audience’s topics to provide context.

Define Your Content Goals

Before you start working on content, it’s essential to define your goals. What exactly are you trying to achieve? Do you want more followers, more engagement with your brand, or a better reputation? Then, think about the type of content that will help you achieve these goals. Is it a video post with a short script, or do you need to go more in-depth with data and facts about your industry, product, or service to educate potential customers on why they need your product? Understanding your goals and the type of content that will help you achieve them is critical to your social media marketing success.

Create Helpful Content

The best way to create great content for social media marketing is to provide value to your audience. Help people with their problems by answering their questions or sharing tips and tricks on social media. Share industry news, attend conferences, write articles, and share customer service stories. Use relevant hashtags to increase your reach and find new followers. Be authentic in everything that you do, even if it’s hard at first. Show your humanity, not just your product or service.

Be Controversial

The best content is the kind that people love to share and talk about. When it comes to social media, your audience is looking for something fresh, unique, and unexpected. Don’t be afraid of being controversial or taking a stand on something important or trivial. People love talking about things they disagree with, and this is why there are so many online forums where people can vent their frustrations.

Post Consistently

To build up a following on social media, you need to post consistently. Posting too infrequently or too often will damage your credibility and make it difficult for people to follow your brand. Consistency is key when it comes to posting content on social media. Some brands publish new content once every few days; some do so several times per week; and others post daily or even multiple times per hour. The frequency of your posting should depend on the type of content you produce and its purpose in relation to your target audience.

The Benefits of Social Media Marketing

Social media marketing has become an essential component of any modern marketing strategy. With billions of people using social media around the world, it’s a powerful tool for businesses to connect with customers and promote their products and services. Social media marketing offers a range of benefits for businesses in Kenya. Here are some of the key benefits of social media marketing:

Increased brand awareness: Social media allows businesses to reach a wide audience and create awareness of their brand. By consistently posting engaging content and interacting with customers, businesses can establish a strong online presence and build brand recognition.
Improved customer engagement: Social media provides a direct line of communication between businesses and customers. By responding to customer comments and messages, businesses can create a more personalized experience for their customers and build loyalty.
Cost-effective advertising: Compared to traditional advertising methods, social media advertising can be more cost-effective and targeted. Businesses can create targeted advertising campaigns that reach specific demographics, interests, and behaviors, resulting in higher conversion rates and lower costs.
Increased website traffic: By promoting their website on social media, businesses can drive more traffic to their site and improve their search engine ranking. This can lead to increased leads and sales.
Real-time feedback: Social media provides businesses with real-time feedback from their customers, allowing them to quickly respond to customer concerns and adjust their marketing strategies accordingly.
Competitive advantage: Social media marketing can provide businesses with a competitive advantage, especially in industries where social media use is less common. By using social media effectively, businesses can stand out from their competitors and reach new customers.

The Most Popular Social Media Platforms in Kenya

When it comes to social media marketing, the best social media platforms for your business in Kenya are based on your business type and your target audience. Here are some of the most popular social media platforms that you may want to consider:

Facebook: With over 12.7 billion monthly visits, Facebook is the largest social media platform in the world. It’s an excellent choice to connect with customers, increase brand awareness, and drive traffic to your website.
Instagram: Instagram has over 5.60 billion monthly visits, making it an excellent platform to showcase your products or services using visuals. It’s also great for increasing engagement, building brand awareness, and driving traffic to your website.
Twitter: Twitter has over 8.90 billion monthly visits, and it’s a great platform to interact with your audience in real time. It’s an excellent platform for sharing news, and updates, and answering customer queries.
LinkedIn: With over 1.33 billion monthly visits, LinkedIn is an ideal platform for B2B businesses. It’s a great platform for networking, creating relationships, and generating leads.
TikTok: TikTok has over 2.65 billion monthly visits, and it’s an excellent platform for businesses targeting younger demographics. It’s a great platform for creating short-form videos that are entertaining, engaging, and shareable.
YouTube: YouTube has over 86.9 billion monthly visits, and it’s a great platform for video content. It’s an excellent platform for creating how-to videos, tutorials, product demos, and behind-the-scenes content.
Snapchat: With over 100.3 million monthly visits, Snapchat is popular among younger demographics. It’s an excellent platform for creating engaging content with filters, lenses, and augmented reality. It’s a great platform for businesses targeting younger demographics who want to showcase their products or services using creative and interactive content.
WhatsApp: With over 2.9 billion monthly visits, WhatsApp is a popular messaging and communication platform. It’s an excellent platform for businesses that want to communicate directly with their customers through messaging, especially in countries where WhatsApp is a popular communication tool.
Pinterest: With over 1.1 billion monthly visits, Pinterest is a visual discovery platform that is popular among people looking for inspiration and ideas. It’s an excellent platform for businesses in the creative industry, such as food, fashion, beauty, and home decor. It’s a great platform for showcasing products and services through visually appealing content.

Remember, it’s not about being on every social media platform but rather about selecting the platforms that align with your business objectives and where your target audience spends their time. Choose the platforms that are appropriate for your business and where you can connect with your target audience.

Best Social Media Marketing Tools in Kenya

Social media marketing is crucial for businesses in Kenya, and utilizing the right tools can help optimize and streamline your efforts. Here are some of the best social media marketing tools to consider for businesses in Kenya:

Brandwatch (Formerly Falcon.io): Brandwatch is a social media monitoring and analytics tool that allows you to track and analyze conversations about your brand across various social media platforms.
Brand24: Brand24 is a social media listening tool that helps you monitor and analyze social media mentions of your brand, competitors, and industry.
AgoraPulse: AgoraPulse is a social media management tool that allows you to manage multiple social media accounts, schedule posts, and track your social media analytics.
Talkwalker Analytics: Talkwalker Analytics is a social media listening and analytics tool that helps you monitor your brand’s reputation, track mentions, and analyze social media data.
BuzzSumo: BuzzSumo is a content discovery and analysis tool that allows you to find and analyze popular content on social media, as well as monitor your brand mentions.
Audiense: Audiense is a social media marketing tool that provides insights on your audience, helping you identify the most effective ways to reach and engage them.
ZeroFOX: ZeroFOX is a social media security tool that helps you identify and prevent social media-based threats such as phishing, malware, and impersonation attacks.
Twitter Analytics: Twitter Analytics is a free tool that provides analytics on your Twitter account, including engagement metrics, audience demographics, and more.
Hashtagify: Hashtagify is a tool that helps you find and analyze relevant hashtags for your social media posts, as well as track hashtag performance.
Analisa: Analisa is a social media analytics tool that provides real-time insights on your social media accounts, including engagement metrics, audience demographics, and more.
Tagboard: Tagboard is a social listening tool that allows you to monitor and analyze conversations across multiple social media platforms.
Awario: Awario is a social media monitoring tool that helps you track and analyze conversations about your brand, competitors, and industry.
Tailwind: Tailwind is a social media management tool that is specifically designed for Instagram and Pinterest. It allows you to schedule posts, track analytics, and manage your social media presence on these platforms.
Oktopost: Oktopost is a social media management tool that allows you to manage multiple social media accounts, track social media analytics, and manage social media campaigns.
DrumUp: DrumUp is a content discovery and social media management tool that helps you discover and curate content for your social media accounts, as well as schedule and analyze your social media performance.
Quuu: Quuu is a content curation tool that suggests relevant content for your social media accounts based on your interests and preferences.
Socialbakers: Socialbakers is a social media analytics and marketing tool that helps you track and analyze social media data, as well as plan and execute social media campaigns.
Socialoomph: Socialoomph is a social media management tool that allows you to schedule posts, track analytics, and manage your social media presence across various platforms.
Sprout Social: Sprout Social is a social media management and analytics tool that helps you manage multiple social media accounts, schedule posts, and track your social media performance.
Cool Tabs: Cool Tabs is a social media marketing tool that helps you create social media campaigns, contests, and promotions to engage your audience and increase your reach.
Canva: Canva is a graphic design tool that allows you to create professional-looking graphics and visuals for your social media accounts and campaigns.
Social Metrics Pro: Social Metrics Pro is a tool that provides social media analytics for your WordPress site, including post-performance, social media metrics, and audience demographics.
Animoto: Animoto is a video creation tool that allows you to create engaging videos for your social media accounts and campaigns.
Meet Edgar: Meet Edgar is a social media scheduling tool that allows you to schedule and automate your social media posts, as well as manage your content library.
Sendible: Sendible is a social media management tool that allows you to manage multiple social media accounts, schedule posts, and track your social media performance.
Sprinklr: Sprinklr is an enterprise-level social media management and analytics tool that allows you to manage and analyze your social media presence across multiple platforms.
Buffer: Buffer is a social media scheduling tool that allows you to schedule and automate your social media posts, as well as track your social media performance.
Feedly: Feedly is a content discovery and curation tool that helps you find and curate relevant content for your social media accounts.
Missinglettr: Missinglettr is a social media automation tool that automatically creates a 12-month social media campaign based on your blog post.
AdEspresso: AdEspresso is a social media advertising tool that allows you to create, manage, and optimize your social media ad campaigns.
Post Planner: Post Planner is a social media scheduling and content curation tool that helps you find and curate engaging content for your social media accounts.
MavSocial: MavSocial is a social media management tool that allows you to manage multiple social media accounts, schedule posts, and track your social media performance.
Followerwonk: Followerwonk is a Twitter analytics tool that allows you to analyze your Twitter followers, track their activity, and find influencers in your industry.
Khoros: Khoros is an enterprise-level social media management and analytics tool that allows you to manage and analyze your social media presence across multiple platforms.
Statusbrew: Statusbrew is a social media management tool that allows you to manage multiple social media accounts, schedule posts, and track your social media performance.
Tweepi: Tweepi is a Twitter management tool that allows you to manage your Twitter followers, find new followers, and track your Twitter performance.
Unmetric: Unmetric is a social media analytics tool that provides competitive intelligence and benchmarking for your social media accounts.
Viral Content Bee: Viral Content Bee is a social media promotion tool that helps you promote your content on social media by leveraging the power of influencers.
Biteable: Biteable is a video creation tool that allows you to create engaging videos for your social media accounts and campaigns.
Iconosquare: Iconosquare is an Instagram analytics and management tool that allows you to manage your Instagram account, track your performance, and analyze your audience.
Mention: Mention is a social media monitoring tool that allows you to track mentions of your brand, competitors, and industry across multiple social media platforms.
Social Status: Social Status is a social media analytics tool that provides in-depth insights on your social media performance, audience demographics, and more.
Bitly: Bitly is a link-shortening tool that allows you to create and track shortened links for your social media accounts.
Sumo: Sumo is a suite of marketing tools that include social sharing buttons, email capture forms, and analytics to help you grow your social media following and email list.
Hootsuite: Hootsuite is a social media management tool that allows you to manage multiple social media accounts, schedule posts, and track your social media performance.

Using these social media marketing tools can help businesses in Kenya optimize their social media marketing efforts, save time, and improve their productivity. Choose the tools that align with your business objectives, and that can help you achieve your social media marketing goals.

Challenges of Social Media Marketing in Kenya

While social media marketing presents many opportunities for businesses in Kenya, it also comes with several challenges. To overcome these challenges, businesses need to invest in resources, develop effective social media strategies, and stay up to date with social media trends and best practices.

Limited access to the internet: While internet access has improved significantly in Kenya over the years, there are still many areas where internet access is limited or unreliable. This can make it difficult for businesses to reach their target audience and engage with them through social media.
Language barriers: Kenya is a multilingual country, with over 60 different languages spoken. This can make it challenging for businesses to create content that resonates with their target audience, especially if they are targeting a specific region or demographic.
Limited resources: Many businesses in Kenya, especially small and medium-sized enterprises (SMEs), have limited resources to invest in social media marketing. This can make it difficult to create high-quality content, engage with the audience, and keep up with the competition.
Low levels of social media literacy: While social media use has become widespread in Kenya, many users are not fully literate when it comes to social media best practices and etiquette. This can make it challenging for businesses to engage with their audience and maintain a positive reputation on social media.
Negative feedback and reputation management: Social media provides a platform for customers to leave feedback and reviews about a business. While positive feedback can be a valuable asset for businesses, negative feedback can damage a brand’s reputation and affect customer loyalty. It can be challenging for businesses to manage their online reputation and respond effectively to negative feedback.
Lack of reliable metrics and analytics: Measuring the success of social media marketing campaigns can be a challenge in Kenya, especially for businesses that lack the resources to invest in advanced analytics tools. This can make it difficult for businesses to determine the ROI of their social media marketing efforts.

The Best Social Media Marketing Strategies and Tactics in Kenya

Social media has become an indispensable tool for businesses to promote their brand, products, and services. The growing number of social media platforms in Kenya, such as Facebook, Twitter, Instagram, and LinkedIn, has provided businesses with a unique opportunity to connect with their target audience in a more personalized way. In this article, we will discuss some of the best social media marketing strategies and tactics in Kenya that businesses can use to reach their target audience and increase brand awareness.

Choose the Right Social Media Platforms: Choosing the right social media platforms to focus on is essential in a social media marketing campaign. It is better to focus on a few platforms that are most popular among your target audience, rather than trying to be present on every social media platform. Facebook and Instagram are the most popular platforms in Kenya, with a high engagement rate.
Mobile optimization is key: The majority of Kenyans access the internet via their smartphones, which means that mobile optimization is essential for businesses looking to succeed in the social media landscape. This means designing mobile-friendly websites, creating content that is optimized for mobile devices, and using mobile-specific ad formats to reach your audience.
Video content is increasingly important: Video content is becoming increasingly important on social media, particularly on platforms like YouTube and Instagram. In Kenya, there is a growing appetite for video content, particularly among younger audiences, making it a great opportunity for businesses looking to engage with this demographic.
Localized content is key: Finally, it’s important to create content that is localized to the Kenyan market. This means using local language and cultural references and creating content that speaks to the specific needs and interests of your Kenyan audience. By creating content that is relevant and meaningful to your audience, you can build a strong and loyal following on social media.
Develop a Social Media Marketing Plan: Before you dive into social media marketing, it’s essential to create a comprehensive plan that outlines your goals, target audience, key performance indicators (KPIs), and the tactics you’ll use to achieve your objectives. A well-crafted plan ensures that your social media activities are strategic and aligned with your business objectives.
Use a Social Media Calendar: A social media calendar helps you organize and plan your content in advance. It ensures that you have a consistent and varied mix of content across all platforms, and it saves you time and effort in the long run.
Post at the Best Times: Posting at the right times can significantly impact your social media reach and engagement. Conduct research or use social media analytics to determine the optimal posting times for your target audience, and schedule your posts accordingly.
Establish a Consistent Posting-Frequency: Consistency is key when it comes to social media marketing. Posting at regular intervals helps keep your audience engaged and build trust with them. Determine a posting frequency that works for you and stick to it.
Add Shareable Graphics to Blog Posts: Shareable graphics, such as infographics or visuals, can make your blog posts more appealing and shareable on social media. They can also help convey complex information in a visually engaging way.
Use Feedly to Follow Relevant News Sources: Feedly is an RSS feed aggregator that helps you stay on top of the latest news and trends in your industry. Use it to follow relevant blogs and websites and share industry news and insights with your social media audience.
Schedule Posts in Advance: Use social media management tools like Hootsuite, Buffer, or Sprout Social to schedule your social media posts in advance. This saves you time and ensures that your content is published at the best times for your audience.
Create Facebook and LinkedIn Groups: Facebook and LinkedIn groups provide a space for like-minded people to connect and discuss specific topics. Creating and managing groups related to your industry or business can help you build a community and establish your brand as a thought leader.
Experiment With Video Posts: Video content is becoming increasingly popular on social media, and it’s a highly engaging format that can drive conversions. Experiment with creating and sharing videos on different platforms to see what works best for your audience.
Make Use of Facebook Audience Targeting: Facebook’s audience targeting options allow you to tailor your content to specific segments of your audience. Take advantage of this feature to create highly targeted and personalized content that resonates with your audience.
Experiment With Twitter Polls: Twitter polls are a simple but effective way to engage your audience and gain insights into their preferences and opinions. Use polls to ask questions, gather feedback, or spark conversations.
Tailor Content to The Specific Strengths of Each Network: Each social media platform has its own strengths and weaknesses. Tailor your content to the specific features and audience of each platform to maximize engagement and reach.
Use Demographic Data to Tailor Content on Each Network: Use demographic data to understand your audience on each social media platform and create content that resonates with them. Age, gender, location, and interests are all valuable data points to consider.
Pay Attention to the Length of Your Captions: The length of your social media captions can impact engagement and reach. Different platforms have different character limits, so make sure your captions are concise, engaging, and tailored to the specific platform.
Experiment With Instagram Shopping: Instagram Shopping allows businesses to tag products in their posts and make it easy for customers to shop directly from the app. Experiment with this feature to increase conversions and drive sales.
Don’t Forget About Hashtag Marketing: Hashtags can help increase the discoverability of your social media posts and improve your reach. Use relevant and popular hashtags in your posts to connect with your target audience and increase engagement.
Tap Into the Power of User-Generated Content: User-generated content (UGC) is content created by your customers or fans that promotes your brand. Encourage UGC by running contests, asking for reviews, or featuring customer stories on your social media channels.
Repurpose and Cross Post Content: Repurpose your existing content for different social media platforms to save time and reach a wider audience. For example, turn a blog post into an infographic, or cross-post your Instagram content to Facebook and Twitter.
Get Influencers On Board: Influencers are people with large social media followings who can help promote your brand and products. Partner with influencers in your industry or niche to increase your reach and build brand awareness.
Go Live and Share Behind the Scenes: Live streaming on social media is a great way to humanize your brand and give your audience a behind-the-scenes look at your business. Use live streaming to share company events, product launches, or Q&A sessions.
Improve Customer Service: Social media is an essential tool for providing excellent customer service. Use social media to respond to customer inquiries and complaints promptly, and turn negative feedback into positive experiences.
Get Employees Involved: Encourage your employees to share company updates and engage with your audience on social media. Employee advocacy can help increase your reach and humanize your brand.
Make Use of GIFs and Memes: GIFs and memes are popular and shareable content formats that can add humor and personality to your social media posts. Use them to make your brand more relatable and engaging.
Start Conversations: Social media is a two-way conversation. Encourage engagement by asking questions, responding to comments, and starting conversations with your audience. This helps build relationships and humanize your brand.
Target Audience Pain Points: Use your social media channels to address your audience’s pain points and provide valuable solutions. By understanding your audience’s needs and offering helpful information, you can build trust and establish your brand as an authority in your industry.

Overall, social media marketing in Kenya presents a great opportunity for businesses looking to reach and engage their target audience. By understanding the local landscape, creating compelling content, and using the right strategies and tactics, businesses can build a strong and successful social media presence in this rapidly evolving market.