- New traffic data shows Facebook has regained dominance in Kenya, overtaking TikTok as users shift towards short videos, AI tools, and mobile-first platforms.
- Facebook has staged a strong comeback in Kenya, reclaiming its place as one of the most used platforms after a period where many believed its influence was fading.
According to traffic data from Cloudflare, Google remains firmly at number one. However, Facebook has now climbed above TikTok, which dominated Kenyan screens in 2024 but has dropped sharply to eighth position.
Instagram and WhatsApp have also recorded major growth, overtaking platforms like Microsoft and YouTube in overall usage.
Facebook’s resurgence did not happen by chance. The platform has fully embraced short-form video, placing Reels at the centre of the user experience.
The traditional feed focused on friends and family has quietly taken a back seat. In its place is an algorithm-driven stream of vertical videos from accounts users have never followed, closely mirroring the formula that once made TikTok addictive.
For many Kenyan users, the change has worked. Reels has become a major content format, keeping users scrolling longer and interacting more frequently.
While Facebook rises, TikTok’s decline has been noticeable. Once a favourite among young Kenyans, the app has slipped far down the rankings.
Cloudflare data also shows Snapchat now ahead of X (formerly Twitter). X has completely dropped out of Kenya’s top ten social platforms, reflecting both changing user tastes and the platform’s ongoing struggles to redefine itself.
Beyond social media, generative AI platforms are quietly gaining popularity.
Tools such as ChatGPT, QuillBot, and GitHub Copilot are now among the most used digital services in Kenya. Notably, ChatGPT has ranked as the fifth most popular search engine in the country for the first time, pointing to growing trust in AI-powered information.
Mobile phones continue to drive internet use in Kenya. Data shows that 52 per cent of all web traffic comes from mobile devices.
Android remains dominant at 92 per cent, although Apple’s iOS is slowly gaining users. Analysts say Facebook’s rebound reflects a global trend where platforms compete for attention using short videos and algorithmic feeds, especially among younger audiences.
For brands, influencers, and media houses, the shift is clear. Kenyan audiences have changed their habits once again.
Facebook adapted early and benefited. Other platforms are now playing catch-up as attention moves toward short videos, AI tools, and mobile-first experiences.
