Information on Social media users in Kenya is crucial when deciding on the appropriate platform to market on or to push your content. Some of the most active social media sites in Kenya include Facebook, TikTok, and YouTube. We have therefore gathered key facts and figures on the social media landscape in Kenya.
Key Insights
Kenya had 23.4 million internet users as of October 2025. This figure represented 40.5% of the total population.
There were 77.5 million mobile phones in Kenya in late 2025. However, we must note that some people use more than one mobile phone
TikTok accounts for the highest monthly active users across all social media platforms, with 78.5 per cent of the total local internet user base.
Social Media Users in Kenya
We used data from DataReportal and NapoleonCat to compile this list. Most of the information is based on data from late 2025 to early 2026.
Kenya’s Digital Landscape
Kenya had 23.4 million internet users as of October 2025. This figure represented 40.5% of the total population.
Mobile Phone Use in Kenya as of 2025
There were 77.5 million mobile phones in Kenya in late 2025. However, we must note that some people use more than one mobile phone. They might have one mobile for personal use and the other for work purposes. Hence, the reason why the number of mobile phones is higher than the total population.
Monthly Active Social Media Users in Kenya Per Platform
As of early 2026, the number of active social media users in Kenya was approximately 18.4 million, representing about 31.8% of the total population. Here is how they are spread out across different platforms.
Facebook users in Kenya numbered 17 million, as of late 2025, representing 29.4% of the total population. With regard to total internet users, Facebook's users represented 72.6% the population. The majority of the users were men, accounting for 55.6%. People aged 25 to 34 were the largest user group (8,200,000).
Facebook users in Kenya in 2026
Instagram had 3.95 million users in late 2025, accounting for 6.8% of the total population. As a proportion of the total internet users, Instagram accounted for 16.9%. The majority of the users were male - 54.9%. Users aged 18 - 24 were the largest demographic (2,250,800).
Instagram social media users in Kenya 2026
TikTok
TikTok users in Kenya were 18.4 million users aged 18 and above in late 2025, representing 56.1 per cent of the adult population. TikTok's user base accounted for 78.5 per cent of the total internet population. 35.5% of TikTok's adult audience was female, whereas 64.5% was male. 25 - 34 was the largest demographic on TikTok, accounting for 45% of the total user base.
LinkedIn handled more than 7 million users in March 2026, which accounted for 11.5% of the population. With regard to the total internet users, LinkedIn had 29.9% of the population. Users aged between 25 and 34 made up the largest age group (2,700,000).
LinkedIn Users in Kenya in 2026
Youtube
There were 12.1 million users on YouTube in late 2025, representing 20.9% of the population. Male users comprised 54.3 % of the total monthly active users, whereas female users accounted for 45.7%. In terms of the total number of internet users, YouTube’s users accounted for 51.7 per cent.
Snapchat
Snapchat’s total users in late 2025 were 4.99 million, which represented 8.6 % of the entire population. As a percentage of the total internet users, Snapchat had 21.3%.
Considering the fact that Snapchat restricts its use to users above 13 years, then the proportion of the entire population climbs to 12.6%. Of this, 63.3% were female and 35% male.
X
The total monthly active users on X were 2.09 million in late 2025, accounting for 3.6% of the total population.
Twitter restricts its use to users aged 13 and above. Therefore, Twitter’s users represented 5.3% of the total eligible population.
With regard to the total internet user base, Twitter users represented 8.9% of the population. 76.9% of X users were male, while 23.9% of the users were female.
Reddit is a relatively new and emerging platform in Kenya. Reddit had 551 thousand users as of late 2025 in Kenya, accounting for 1% of the total population. However, if you factor in the fact that Reddit only allows users aged 13 and above on their platform, the reach climbs to 1.4% of the eligible audience in Kenya. With regard to the local internet user base, Reddit's reach was equivalent to 2.4%.
Further Insights
Age groups 18-35 are the most active on platforms like LinkedIn and X, probably because they are at the stage where they are trying to build their professional lives.
Age groups 25-35 are the most active on social media, followed by age groups 18 -24. Probably due to the tech savviness of this age group. 36 - 45 and above 45 are the least active, probably because this age group grew up before the dot-com bubble. So if you want to target this age group, then you should probably target them on conventional media like TV and newspapers.
Males dominate females on all platforms, except Snapchat, perhaps due to the fact that Snapchat rewards aesthetics. So if you want to target women, then it would be advisable to advertise on platforms that focus more on visuals, like Instagram or Snapchat.
What is the most used social media in Kenya?
TikTok accounts for the highest monthly active users across all social media platforms, with 78.5 percent of the total local internet user base. Therefore, it is more lucrative to market on TikTok due to its high ad reach.
The Kenyan Social media landscape is diverse, with all age groups and demographics well represented. It's one of the most vibrant markets in East Africa and Africa at large. So if you are looking for a concise and detailed report on Social media users in Kenya, there you have it.
