Facebook Surpasses TikTok as Kenya’s Most Popular Social Media Platform Says Cloudflare

By Benadeta Mwaura - Reporter

Kenya, December 16 2025 - Kenya’s social media landscape has shifted, with Facebook overtaking TikTok as the country’s second-most visited internet platform in 2025. The change comes as Facebook, owned by Meta, strategically emphasised short-form videos and algorithm-driven content recommendations, attracting a growing number of Kenyan users.

Google remains the most visited platform, while Instagram and WhatsApp have also risen in popularity, surpassing Microsoft and YouTube. Data from Cloudflare, a global web infrastructure and traffic monitoring provider, shows that TikTok, which held the top spot in 2024, has slipped to eighth position this year.

Facebook’s resurgence is credited to the success of Reels, a feature originally launched on Instagram and later integrated into Facebook, offering full-screen vertical videos and an algorithm similar to TikTok’s ‘For You’ page.

The platform’s move away from a friends-and-family-first News Feed to an algorithm-driven approach allows users to discover videos from accounts they do not follow, increasing engagement. Cloudflare notes that after Facebook, Instagram, and TikTok, Snapchat is now outperforming X, the platform formerly known as Twitter, which has dropped out of Kenya’s top ten social media platforms.

Kenya’s generative AI platforms are also gaining traction, with ChatGPT, QuillBot, and GitHub Copilot among the most widely used tools. ChatGPT, for the first time, ranked as the fifth most popular search engine in Kenya, reflecting growing adoption of AI-driven information platforms.

More from Kenya

Somalia Faces Constitutional Crisis Ahead of 2026 Elections, warns Khaire

Somali PM Praises Strong Somalia–China Ties

The shift in social media preference underscores Kenya’s evolving digital behaviour, as mobile devices now account for 52 percent of web traffic, with Android dominating at 92 percent. Apple’s iOS devices are gradually increasing their share, highlighting a trend toward diversified device usage among Kenyan internet consumers.

Tech analysts say Facebook’s strategy mirrors global trends where platforms increasingly focus on short-form video content to retain users, compete with rivals, and adapt to changing consumption habits, particularly among younger audiences. “The surge in Facebook usage is primarily driven by Reels and algorithmic recommendations, which have successfully captured users’ attention,” said a Cloudflare spokesperson.

This development is expected to impact digital marketing strategies, influencer campaigns, and content creation across Kenya, as brands and creators recalibrate their presence on platforms where engagement is rapidly evolving.