Kenya's Facebook user base has grown significantly, reaching 22 million in 2026, reflecting increased internet penetration and smartphone adoption. Social media advertising continues to be a vital channel for brands targeting Kenyan consumers, with ad spend reaching USD 320 million, driven by local businesses and multinational companies alike.
The engagement rate on Facebook remains robust at 4.5%, with the majority of users accessing the platform via mobile devices (85%). Influencer marketing has also surged, generating USD 45 million in revenue, indicating the platform's importance for brand awareness and direct consumer engagement within Kenya.