GenZ has arrived: How TikTok spurred Kenya’s tax protests

Kenya’s recent tax protests are happening in response to the government’s proposal to increase hike levies on fuel, housing, and other essential goods. With the parliament being attacked, the violence happening in the African country has quickly come into focus.

But how did this strong popular movement come to be? Turns out, this resistance traces its roots back to TikTok videos posted back to Gen-Z creators. We explain how a few videos on social media turned into anti-tax protests in Kenya.

But first, some context on what the tax proposals are.

The controversial finance bill

In Kenya, the financial year runs from July to June. A finance bill is presented to parliament before the start of the new financial year. This bill lays out the government’s fiscal plans for the fiscal ahead.

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With the latest bill, the Kenyan government aims to generate an extra $2.7 billion in taxes to reduce the budget deficit and state borrowing.

Additional levies have also been imposed on basic commodities like bread, vegetable oil, and sugar. Protesters are calling for the government to scrap the proposed tax increases, arguing that these will stifle the economy and further burden Kenyans who are already facing a cost-of-living crisis.

READ MORE: From data to diapers: What pushed angry Kenyans to burn part of parliament

TikTok: The beginning of the protests

Anger against the finance bill first erupted on TikTok. Young content creators made short videos of all kinds. One TikTok user, for example, posted a video breaking down the impact of the new taxes on daily essentials. The video quickly garnered thousands of views and sparked a wave of similar content. These clips then spilled over to other platforms like Facebook, Instagram, and X (formerly Twitter). That helped convey to people across the nation why it is in their favour to rally against this bill.

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The personal stories added a visceral and emotional dimension to the online content. One young protester, in a video viewed over a million times, held back tears as she described her family’s struggle to make ends meet. This helped in mobilising support further.

TikTok’s format of short, impactful videos enabled protesters to creatively express their dissent. Users posted clips of protests, music remixes with protest chants, and educational videos breaking down complex tax issues into understandable segments.

TikTok was instrumental in turning isolated grievances into a cohesive movement. Hashtags such as “#OccupyParliament” and “#RejectFinanceBill2024” quickly gathered steam.

Even the organisation of the protests happened online. There were messages, videos, and memes on social media encouraging protesters to wear black clothes and show up to protest. The efforts to ensure the young people’s dissatisfaction did not end with videos on social media were fruitful.

The march to the parliament

Protesters organized meet-ups and marches through TikTok and Twitter, often using these platforms to avoid police surveillance and ensure safety. The spontaneity and decentralized nature of these protests made it difficult for authorities to predict and counteract the movements. Hundreds of young Kenyans, a good number of them dressed in black, joined the march to the parliament. They clashed with the police, too.

Videos and photos of protests, often filmed amidst tear gas and clashes with police, showed the courage and determination of the youth. According to WeeTracker, the protests have seen unprecedented levels of participation from young people who were previously disengaged from political processes.

Role of young celebrities

The involvement of high-profile figures, such as former Kenyan Prime Minister Raila Odinga’s 17-year-old activist daughter, Anita Barasa, further fuelled the protests. Anita, who has a following of over 66,000 people according to Lifestyle, has been posting regularly about the tax proposals and the need to protest.

Broader impact on Kenyan society

The protests have brought attention to the broader socio-economic challenges facing Kenya. The existing economic struggles have come to the fore, prompting widespread public outcry. The movement has also put the growing discontent among the youth regarding unemployment, inflation, and government accountability on full display.

More than that, the protest has managed to bring disengaged youth back into the fold of active politics.

Solidarity from global communities has put additional pressure on the Kenyan government to address the protesters’ demands. President William Ruto, who had earlier dismissed the protestors as “clueless” has promised to negotiate with them. The visibility of the protests on platforms like TikTok and Twitter has highlighted the interconnectedness of global activism, where local issues can gain international attention and support.

In a nutshell

Kenya’s tax protests are a testament to the power of social media and the influential role of Gen Z in modern activism. TikTok and other platforms have not only provided a space for young people to voice their concerns but have also empowered them to organize and lead significant political movements. As these protests continue, they highlight the changing landscape of activism, where digital platforms play a crucial role in shaping and driving social change. The rise of Africa’s Gen Z, from TikTok to the streets, represents a new era of participatory democracy and grassroots mobilisation, as noted by Financial Fortune Media.

The movement in Kenya is a clear example of how digital tools can be harnessed to facilitate real-world impact, bridging the gap between online engagement and physical activism. As the world watches, the outcome of these protests will undoubtedly influence future movements globally.

With inputs from agencies