16/06/2026
The Kenyan feed is the most crowded on earth.
4 hours and 19 minutes a day per user. The highest in the world.
And our industry's answer has been the same for a decade: post more.
We think that's wrong. And we wrote down why.
Our new piece — The Feed Is Full. The Story Is Empty. — argues that brands in Kenya don't have a content problem.
They have a story problem. And no amount of additional output fixes a missing narrative spine.
A few things the data is unambiguous about:
- 92% of consumers want brands that tell stories, not push products.
- A fact wrapped in a story is remembered 22x better than the fact alone.
- 93% of consumers expect brands to be culturally relevant and cultural relevance is, by definition, a story-shaped problem.
The brands that will own the next decade in this market won't be the ones with the busiest feeds.
They'll be the ones with the clearest stories.