5 Reasons why Facebook is the most Popular Marketing Channel in Kenya

According to the ‘Kenyan Social Media Landscape: Trends and Emerging Narratives 2020’ report, Facebook is one of the top three most used social media platforms amongst Kenyans. It is perched between WhatsApp which is the most popular at 89 percent and YouTube which is at 51.6 percent.

The report points out that the number of Facebook users decreased by 6.8 percent due to the rising popularity of new platforms including TikTok, Telegram and Facebook Messenger. Twitter and Snapchat usage is also increasing.

Facebook is popular mostly amongst the 36-45 years old demographic who have various uses for it including social connections, entertainment business and education.

It has become more important due to the COVID-19 pandemic as people engage online to carry out their regular activities, though not in the way they are used to. Many people have optimized Facebook to sustain livelihoods and maintain relationships with family, friends and business associates.

Below are reasons as to why Facebook is the most prominent platform amongst Kenyans:

1. Communication

Facebook has allowed individuals to connect with friends and family, whether they are in the same locale or across the globe.

2. Information

People can receive informative content on Facebook regarding personal, local or global issues. Media outlets, bloggers and organisations use Facebook to share all sorts of information be it breaking news or announcement of new products. Facebook’s engagement feature helps users gauge their followers reaction to their content.

3. Point of Convergence

Due to its vast user base, Facebook is a popular tool for organizing events. Social events like both the Safaricom Jazz and Koroga festivals used Facebook and other online platforms to highlight their events, share content using Facebook Live and therefore consistently building their fan base.

4. Interpersonal Communication

Facebook has helped budding content creators share their art on Facebook. Quarantine restrictions forced many people in the entertainment industry to move their talents online e.g. disc jockeys. Whether it is for business or entertainment purposes, Facebook offers an alternative platform for individuals to showcase their talent to a wider audience.

5. Business

Entrepreneurs and businesses both large and small are able to connect to a huge customer base easily and cheaply. It has also made it easier for individuals to sell their items by posting them up on online market pages e.g. ‘Nairobi Expats Marketplace.’

Additionally, more than 1.7 Billion people worldwide visit facebook daily. In Kenya, over 8 Million people from all demographics can be reached with highly-targeted adverts, or if you want to go broad, millions of people dependent on your budget. Compared with Instagram and/or Twitter, Facebook's daily usage is miles ahead.

Thirdly, Facebook’s return on investment is incomparable compared to other social media platforms. There is maximum visibility at minimum cost as well as advertising mechanics and algorithms that allow any marketer to easily target his/her prospect at any stage along the customer journey.

Finally, coupled with in-built measuring, tracking and insight capabilities, Facebook’s ad platform delivers unparalleled value that all businesses who utilise the platform appreciate.