When the government announced that it would directly pay influencers and content creators to push its programs, the news ignited equal parts excitement, skepticism, and unease across Kenya’s fast-growing digital economy. At the center of this initiative is Dennis Itumbi, the Head of Creative Economy and Special Projects in the Executive Office of the President, who has positioned himself as the state’s bridge into the social media age.
On Wednesday, October 1, Itumbi told content creators that the government would fund creators producing digital campaigns around four priority sectors—housing, health, job creation, and agriculture. The model, he explained, would be simple: the government provides the money, creators produce engaging content, and the public gets informed.
“We will give you money and notes to create content and earn money by just putting it on TikTok,” Itumbi said. “Our focus is to shift from manual advertising to digital platforms, because that’s where audiences live.”
A Digital Shift or Propaganda Machine?
The move signals a radical shift in state communication. For decades, government advertising flowed through legacy media—newspapers, television, and radio. Now, the state wants to meet Kenyans where they scroll: TikTok, X, Instagram, and YouTube.
But critics argue the initiative could blur lines between public information and propaganda. While influencers already shape conversations online, their endorsement—paid for by taxpayers—could erode the authenticity that makes digital voices powerful.
“It’s one thing for government to advertise its programs; it’s another to use influencers whose followers trust them for independent content,” said a media policy analyst who requested anonymity. “This could easily become state-sponsored propaganda disguised as entertainment.”
A Personality at the Helm
Itumbi, once celebrated as President William Ruto’s digital strategist, has often courted controversy. From running the “digital army” during campaign seasons to being accused of pushing partisan narratives, his imprint on Kenya’s online political culture is undeniable.
By bringing comedians, TikTok stars, and digital micro-influencers into government payrolls, Itumbi appears intent on formalizing what has long been an informal, loosely coordinated machinery.
Earlier this year, Itumbi offered comedian Kafengo and his videographer Mike positions in his office, pledging to share his own salary with them until formal structures were in place. The gesture, announced during the funeral of comedian Zakaria Kariuki (KK Mwenyewe), underlined Itumbi’s hands-on, populist approach to digital mobilization.
“Kafengo was working with KK Mwenyewe. People told me we can work with him, and I promised. That’s not just a story; he starts Monday,” Itumbi declared at the time.
The Money Question
Central to the plan is funding. Itumbi insists resources are available, but officials remain tight-lipped on the exact budget allocation, procurement procedures, and criteria for influencer selection.
“Who decides which creator qualifies? Will the government favor politically friendly voices? How will transparency be guaranteed?” asked John Mutoro, a governance researcher.
The Communication Authority and Government Advertising Agency (GAA)—traditionally in charge of state communications—have yet to clarify how this new digital ad strategy aligns with existing regulations.
Opportunity for Creators or Capture of Creativity?
For Kenya’s growing digital workforce, the proposal represents both opportunity and risk. Influencers often struggle to monetize their craft, with unreliable brand deals and unstable algorithms. Direct state funding could provide steady income streams and expand digital entrepreneurship.
However, the shadow of creative capture looms. Accepting government funding may limit a creator’s ability to critique the state, undermining the independence that drives online credibility.
“It’s a golden handcuff,” said one TikTok comedian. “You get paid, yes, but you also become the government’s mouthpiece.”
Bigger Picture: Ruto’s Communication Strategy
The influencer plan reflects President Ruto’s broader strategy: digitize governance, personalize communication, and bypass traditional gatekeepers. With young Kenyans forming the bulk of the electorate—and spending hours on social media—the government wants to reshape state communication into bite-sized, viral narratives.
The danger, analysts warn, is that governance may get reduced to hashtags and dance challenges, while substantive policy debate suffers.
Conclusion: A New Experiment with Old Questions
Kenya may be entering uncharted territory—one where governance, entertainment, and digital labor intersect. Itumbi’s project could democratize opportunities for creators and make public information more accessible. Yet it also raises urgent questions: Who benefits most—the public, creators, or the political class?
As Kenya experiments with paying influencers directly from state coffers, the answer will depend on whether transparency and accountability can match the speed and virality of TikTok trends.
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