Kenya’s online market is buzzing: TikTok’s user base has soared to 15.1 million adults (18+) in early 2025. This reflects a 42.7% year-on-year increase – one of the fastest growth rates among social platforms. In fact, TikTok now reaches 55.3% of Kenya’s internet users. For perspective, TikTok reported 10.6M Kenyan users (18+) in early 2024, making TikTok the third most-used app in Kenya after YouTube and Facebook. Kenya’s median age is only 20, so TikTok’s young, dynamic audience fits the market perfectly.

TikTok isn’t just growing – it’s booming in Kenya.

Why TikTok’s Growth Matters for SMEs & Startups

The surge in TikTok usage means brand visibility in Kenya is shifting. Traditional marketing (ads, billboards, radio) is giving way to viral video content. SMEs and startups now have unprecedented access to millions of potential customers.

Additionally, TikTok is actively bolstering its Kenyan presence: it recently partnered with local firms (Aleph Holdings and Wowzi) to provide better support and ad operations for Kenyan businesses. This means smoother ad buys, local currency billing, and expert guidance for marketers. Kenyan businesses can now leverage TikTok’s full marketing suite – from in-app ads to creator collaborations – with local backing.

Strategies for Kenyan SMEs on TikTok

To ride the TikTok wave, Kenyan businesses should embrace the platform’s creative, mobile-first style. Here are key tactics:

• Create engaging short videos. Use TikTok’s built-in tools (editing, effects, filters, music) to craft entertaining content that resonates with Kenyan audiences. Think quick product demos, behind-the-scenes clips, or humorous skits related to your industry.
• Partner with influencers. Collaborate with popular Kenyan TikTok creators who align with your brand. Influencers can showcase your products to thousands of followers through authentic content. This word-of-mouth style marketing can rapidly boost your credibility and reach.
• Launch branded challenges and hashtags. Encourage user participation by creating a unique hashtag or challenge. For example, a local fashion brand might start a “StyleWithKitenge” challenge. Kenyan businesses have successfully run contests where users post videos with specific tags, sparking buzz and user-generated content.
• Leverage TikTok’s ad platform (with local support). With TikTok’s new local partnerships, Kenyan advertisers have direct support (through Aleph) for running campaigns. Use in-feed ads, branded hashtag challenges, or TopView ads to target Kenyan demographics. TikTok’s analytics tools help refine your audience. As a bonus, TikTok Shop and other e-commerce features (as they become available) can integrate sales directly into your content strategy.

Together, these strategies help turn TikTok’s popularity into tangible business results.

Conclusion: Seize the TikTok Opportunity

Kenya’s digital future is mobile and video-first. With TikTok now a mainstream platform here, SMEs and startups ignore it at their own risk. The data is clear: over 15 million Kenyans are active on TikTok, and that community is still growing. By adopting a playful, creative approach – and possibly working with a savvy local agency like Mamba Technologies – Kenyan businesses can harness TikTok to expand their audience and drive growth.

The rise of TikTok in Kenya isn’t a passing fad; it’s a powerful shift in how brands connect with customers.

References

• DataReportal (Jan 2025)
• ByteDance Regional Insights
• Aleph Holdings & TikTok Partnership News
• Local Influencer Strategy Reports
• UN Population Data
• Mamba Technologies Internal Market Analysis