In June 2024, a people-driven movement ignited largely by the youth (Gen Z) took to the streets in droves to protest Finance Bill, 2024, which was to introduce punitive taxes to Kenyans.

The protests were also fueled by some Cabinet Secretaries (CSs) and several Members of Parliament (MPs) who splashed their lavish lifestyles across TikTok and X, angering Kenyans who are struggling to survive.

The demonstrations were significant as the protestors had no association with a political leader or party. They were largely driven by social media, as the call to protest was communicated through X and TikTok. Additionally of note was the absence of civil society organisations that are known largely to be involved in matters of good governance and accountability.

At one point, President William Ruto was forced to engage directly with an agitated youth on X-spaces, where he was presented with demands and criticism. This led to some reforms in government. The engagement on X-spaces highlighted the power of social media and the influence of those who wield it.

Since then, politicians are increasingly using social media platforms, especially TikTok, to engage with the youth, who are expected to form the largest voting bloc in the 2027 general elections. According to the 2019 Kenya Population and Housing Census, there were 10.1 million youth aged 18-34 years, and 4.1 million youth aged 15-24 years in the labour force.

TikTok’s unique format and immense popularity are rapidly making it the go-to medium for political messaging, particularly among the youth, who constitute a significant portion of the electorate.

Additionally, the Reuters Institute Digital News Report 2024, indicated that TikTok remains most popular with younger groups and, although its use for any purpose is similar to 2023, the proportion using it for news has grown to 13% (+2) across all markets, and 23% for 18-24s, and 36% of youths in Kenya use it for news every week.

TikTok has grown into more than just an entertainment platform; it was wielded as a protest tool by frustrated Kenyan youth, with politicians’ videos being edited and reposted with negative comments. Politicians have also turned the platform into a new battlefield for their political discourse in the country.

This has raised concerns at the highest levels of government. Last year, a petition called for an outright ban, describing the app as “a serious threat” after it said the platform had been used to promote violence, explicit content, and offensive behaviour.  

A week ago, in a new strategy to woo and engage the youth, former deputy president Rigathi Gachagua took to TikTok. This latest move is seen as part of his elaborate and multi-pronged tactic to reach the youth seen as a bloc that could sway the 2027 polls.

It’s clear that TikTok’s appeal lies in its ability to deliver accessible and engaging content. The platform’s informal nature allows the political class to bypass the rigidity of traditional communication channels, presenting their messages in a relatable and authentic manner.

Unlike Instagram, which emphasises polished visuals, TikTok thrives on spontaneous, unedited content, for instance, from walking-and-talking videos to ad-libbed commentary. This raw authenticity resonates with audiences and offers a more personal connection to politicians.  

Enforcement

In June 2024, TikTok removed over 178 million videos globally. This was an increase from the first quarter of 2024 when over 166 million videos were deleted. In Kenya, more than 60,000 accounts were banned by the platform for violating community guidelines, according to TikTok’s Q2 2024 community guidelines enforcement report.

The platform is said to have improved its automation process of removing videos, slashing its reliance on human moderators. “These technical advancements significantly reduce the volume of content that human moderators need to review, thereby minimising their exposure to violative materials,” the report stated.  

Global politics

Globally, major political figures, such as Donald Trump and Kamala Harris, used TikTok while campaigning despite proposed bans in the United States last year. The continued use of TikTok by both candidates underlined the platform’s undeniable significance in shaping political communication.

Its popularity stemmed from its ability to deliver accessible and engaging content. The voters were drawn to TikTok as a source of political news and information because of its easy-to-consume format.

In addition, its impact on elections has already been demonstrated in several countries. In the 2022 Australian federal election, the Labour Party’s use of the app was linked to its success. Also, the United Kingdom Labour Party used a similar strategy in 2024, mirroring this result. However, there is no direct data linking TikTok content to voter decisions, but there is a clear correlation between the effective use of the platform and electoral victories.

Legal & political backlash

TikTok has faced legal and political scrutiny around the world in recent years. It has faced outright or partial bans in at least 20 countries as governments grew alarmed by its ties to China and its side influence, especially among young people. Despite the challenges, the platform remains incredibly popular worldwide, as more than a billion people use it every month.