Meta Platforms Dominate Kenya’s Digital Advertising Market, Taking 79% of Ad Spend

Meta Platforms, the company behind Facebook and Instagram, has tightened its grip on Kenya’s digital advertising space, taking a massive 79 percent share of all online ad spending. This shows just how powerful the two platforms have become for businesses trying to reach customers in the digital age.

Recent industry data reveals that Kenyan companies are spending most of their online advertising budgets on Facebook and Instagram, leaving very little for competing platforms such as Google, TikTok, YouTube, and X (formerly Twitter). For many advertisers, Meta’s platforms have become the first and sometimes the only choice when it comes to online marketing.

Facebook alone accounts for the largest portion of the spending. Its wide reach, especially among adults and small business owners, makes it an attractive option for companies looking to promote their products and services. Instagram, which is popular among younger users and urban audiences, also attracts a large share of advertising money despite having fewer users compared to Facebook.

One surprising finding is that Instagram continues to pull in a significant amount of advertising revenue even though it is not among the most widely used social media platforms in Kenya. This suggests that advertisers value the platform for its visual content, influencer marketing, and ability to target specific audiences, especially in fashion, lifestyle, entertainment, and retail.

Experts say Meta’s dominance is driven by its advanced advertising tools. Businesses can target users based on age, location, interests, and online behavior. Advertisers can also track performance in real time, making it easier to measure results and adjust campaigns quickly. For many companies, this level of control and feedback is hard to find elsewhere.

However, this heavy dependence on Meta platforms has raised concerns within the advertising industry. Some analysts warn that putting too much money into just one company’s platforms can be risky. Changes in advertising rules, pricing, or algorithms can quickly affect how ads perform, leaving businesses with little choice but to adapt.

There are also growing questions about fairness and regulation. Local media companies and advertising firms must follow strict Kenyan advertising laws, while global digital platforms operate with fewer local restrictions. This has sparked debate about whether current regulations are strong enough to protect local players and encourage healthy competition.

Social media has become a key tool for reaching customers, especially as smartphone and internet use increase across the country.

Read Also: Meta Picks Safaricom as Landing Partner in New Sea Submarine Cable