Our Kenya

Ruto and Social Media

5 min read

William Ruto is the most digitally savvy president Kenya has ever had. He understands social media, uses it aggressively, and has built a political machine that lives online. From his early days as Deputy President under Uhuru Kenyatta, Ruto invested heavily in digital communication, hiring social media strategists, building networks of influencers, and mastering the rhythms of Twitter, Facebook, and later TikTok. By the time he ran for president in 2022, his online presence was unmatched. His opponents, particularly Raila Odinga, struggled to compete in the digital space. Ruto's social media strategy was not just about messaging. It was about creating a parallel reality where his narrative dominated, regardless of what traditional media or opposition figures said.

Ruto's Twitter (now X) account, which has over 5 million followers, is his primary communication tool. He tweets multiple times a day, often directly responding to critics, announcing policy decisions, and sharing photos from official events. His tone is conversational and combative. He does not shy away from engaging with ordinary Kenyans, journalists, or political opponents. This accessibility is part of his appeal, but it also creates risks. Ruto has been known to tweet first and clarify later, leading to confusion about government policy and occasional diplomatic incidents.

The Ruto digital machine also includes a vast network of influencers, bloggers, and online activists who amplify his message and attack his critics. These digital operatives, often referred to as "Ruto bloggers," are organized, well-funded, and relentless. They flood social media with pro-Ruto content, defend him against criticism, and launch coordinated attacks on opposition figures, journalists, and civil society activists. The ecosystem is sophisticated, with some influencers earning significant income from government-aligned contracts, advertising, and patronage. The line between organic support and paid propaganda is often impossible to distinguish.

This digital army was particularly effective during the 2022 Election Victory, where Ruto's team out-messaged the Azimio coalition online. They framed the election as a battle between the "hustler nation" and the "dynasties," and they used memes, videos, and viral content to spread that narrative. Raila's campaign, by contrast, relied on traditional media and rallies, and was slow to adapt to the digital battlefield. By the time Raila's team recognized the importance of social media, Ruto had already won the online war.

But social media also became a liability for Ruto during the Finance Bill 2024 and Gen Z Uprising. The Gen Z Kenya Political Awakening was organized almost entirely on TikTok, X, and WhatsApp. Young Kenyans used social media to coordinate protests, share information about police violence, and mock the government's propaganda. Ruto's digital influencers tried to counter the narrative, but they were overwhelmed. The Gen Z protesters were decentralized, anonymous, and impossible to co-opt. When Ruto's bloggers tried to discredit the protests as foreign-funded or politically motivated, they were met with ridicule and evidence of police brutality that went viral within minutes.

The government's response to the online uprising was clumsy. There were reports of state-sponsored disinformation campaigns, fake accounts spreading false narratives, and attempts to track and intimidate protest organizers through their social media activity. In some cases, young people who had posted protest content were abducted, interrogated, and released with warnings. The crackdown backfired. It radicalized more young Kenyans and confirmed their belief that the state was authoritarian and out of touch.

Ruto's social media strategy also raised concerns about misinformation and the erosion of public trust in institutions. By bypassing traditional media and speaking directly to the public, Ruto could shape narratives without the filter of journalistic scrutiny. This was effective politically, but it also meant that false or misleading information could spread unchecked. During the COVID-19 pandemic, for example, Ruto had tweeted unverified health advice, and during the 2022 election, his team had spread dubious claims about the electoral process that contributed to public confusion.

By 2024, Ruto's relationship with social media was a double-edged sword. It had helped him win the presidency, but it had also empowered a generation of citizens who used the same tools to challenge his authority. Social media had democratized political communication, and Ruto could no longer control the narrative the way he had in 2022. The Gen Z Kenya Political Awakening had proven that digital tools could be used to resist power just as effectively as they could be used to consolidate it.

See Also

Sources

  1. "How Ruto won the digital election," The East African, September 2022. https://www.theeastafrican.co.ke/tea/news/east-africa/ruto-digital-election-victory-3954321
  2. "Kenya's Gen Z protests and the power of social media," BBC News, July 2024. https://www.bbc.com/news/world-africa-69870123
  3. "Ruto bloggers: Inside Kenya's digital propaganda machine," The Elephant, March 2024. https://www.theelephant.info/features/2024/03/22/ruto-bloggers-digital-propaganda-machine/
  4. "Social media abductions during Kenya protests," Amnesty International, August 2024. https://www.amnesty.org/en/latest/news/2024/08/kenya-social-media-abductions/

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