Facebook has overtaken TikTok to become Kenya’s most popular social media platform in 2025, marking a significant shift in the country’s digital consumption habits.

New internet traffic data shows the Meta-owned platform now ranks second among Kenya’s most visited websites, trailing only Google.

The resurgence is largely driven by Facebook’s aggressive push into short-form video through its Reels feature.

Designed to rival TikTok’s highly addictive “For You” format, Reels delivers a constant stream of personalised vertical videos, keeping users scrolling for longer and boosting daily engagement across the platform.

While TikTok continues to enjoy strong popularity, particularly among younger audiences, Facebook’s broader demographic reach has worked in its favour.

By blending video discovery with traditional social networking features, the platform has managed to appeal to both longtime users and newer content consumers.

Cloudflare’s latest internet traffic rankings highlight this change, pointing to evolving preferences among Kenyan internet users.

The data also shows increased usage across other Meta platforms, with Instagram and WhatsApp climbing the national rankings.

Their growth has seen them edge past long-established favourites such as YouTube, underscoring Meta’s expanding influence in the local digital space.

The dominance of short, entertaining video clips now defines the social media experience for many Kenyans.

From comedy skits and lifestyle content to news snippets and live updates, bite-sized videos have become the preferred way to consume information and entertainment online.

Globally, the trend reflects intensifying competition among social platforms. Google remains the world’s most visited service, followed by Facebook, while TikTok has dropped to eighth place worldwide.

The shift suggests that Meta’s video-first strategy is gaining traction not just in Kenya, but across multiple markets.