Kenya’s digital space keeps shifting as people change how they spend time online. User habits evolve fast. Platforms must adapt or lose attention. In the past year, Facebook has quietly reclaimed ground. It has overtaken TikTok in popularity. This shift has reminded many Kenyans why Facebook has stayed relevant for so long.
The change did not happen by chance. It reflects how users respond to video, recommendations, and ease of use. Kenyans want content that loads fast. They want stories that feel personal. They want platforms that fit smoothly into daily routines.
A reshuffle in Kenya’s online favourites
New traffic data from Cloudflare shows Facebook rising to become Kenya’s second most visited internet platform. It moved up after trailing TikTok the previous year. Google remained firmly at the top. It has held this position for years.
Usage figures tell a deeper story. Recent reports from the Communications Authority of Kenya show that about 63 percent of Kenyan internet users actively use Facebook. WhatsApp follows closely at about 53 percent. TikTok attracts roughly 29 percent of users. YouTube reaches about 25 percent, while Instagram stands at nearly 13 percent. X trails further behind at just over 10 percent.
These numbers explain the rankings. Facebook combines reach, familiarity, and new features. WhatsApp dominates daily communication. TikTok remains popular, especially among younger users, but its overall reach stays lower than Facebook’s. Other platforms also changed places. Instagram gained more attention. WhatsApp also climbed higher. Both benefited from stronger video and messaging features that suit mobile users.
At the same time, X continued to lose users in Kenya. It dropped out of the top ten completely. Many users cited slower engagement. Others mentioned limited content variety. Some preferred platforms that felt more visual and less confrontational.
These shifts show how quickly Kenyan users move. They follow value, entertainment and also follow relevance. Loyalty depends on experience, not history.
Why video keeps winning Kenyan attention
Video now sits at the centre of online life in Kenya. Short clips dominate timelines and conversations. They are easy to watch and also simple to share. They fit perfectly into short breaks and long commutes.
TikTok built its success on this format. It launched globally in 2018. Its popularity surged from 2020. The Covid-19 period pushed many people online. Users embraced trends, challenges, and creator led content. Facebook did not ignore this shift. Through its parent company, Meta, it changed strategy. It introduced short form videos known as Reels. These first appeared on Instagram. They later expanded to Facebook.
Today, Facebook places video at the centre of the user experience. Most videos appear in full-screen vertical format. The design encourages continuous scrolling. It keeps users watching longer. It also gives creators more visibility. For many Kenyans, Facebook no longer feels like just a social network. It feels like a content hub. Users scroll through news, comedy, lifestyle clips, and local stories. The platform blends entertainment and information in one place.
Algorithms, choice, and what comes next
Algorithms now shape what Kenyans see online. Facebook relies less on posts from friends and family. It focuses more on recommended content. The system studies what users watch, like, and share. It then suggests similar material.
This approach mirrors TikTok’s “For You” page. It removes effort from discovery. Users do not need to search. Content comes to them. In a mobile first country like Kenya, this convenience matters.
Beyond the biggest platforms, others are also gaining space. Snapchat continues to attract younger users. It appeals to those who prefer private sharing. Stories and visual messages feel more personal and less public. Kenya’s digital habits also stretch beyond social media. Many users now explore artificial intelligence tools. ChatGPT has emerged as the most widely used generative AI platform in the country. People use it to learn, write, and solve problems. This shift shows how search and information habits are changing.
However, for creators and businesses, the message is clear. Video first strategies matter. Short content performs better. Consistency builds visibility. Presence across platforms reduces risk. Brands can no longer rely on one channel. Algorithms change often. Audiences move quickly. A mix of Facebook, Instagram, TikTok, and messaging apps offers stability.
Kenya’s digital future remains dynamic. Platforms will keep competing. Users will keep choosing what fits their lives best. Facebook’s renewed popularity proves one thing. Even established platforms can reinvent themselves. In the end, Kenyan users decide which platforms thrive. They value speed, relevance and also engaging stories. Any platform that delivers these will continue to win attention in Kenya’s fast-moving digital ecosystem.
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