Harnessing Kenyan Aquaculture Through Social Media: Impacts, Challenges and Strategic Directions

ABSTRACT Aquaculture is increasingly important for food, nutrition and livelihoods in Kenya, but the sector still faces persistent constraints in extension delivery, farmer learning, input access, market coordination and information reliability. This review examines how social media and related digital communication tools are shaping aquaculture development in Kenya, with attention to impacts, challenges, governance needs and strategic directions. A systematic literature review of studies and institutional sources published between 2015 and 2025 was conducted. The search identified 388 records, of which 45 sources were included in the final synthesis after screening, eligibility assessment and quality appraisal. Because the evidence was heterogeneous, the review used thematic synthesis supported by descriptive evidence. The findings show that social media can support farmer‐to‐farmer learning, advisory communication, market linkages and input sourcing, particularly through WhatsApp, Facebook, YouTube and related platforms. However, digital access does not automatically translate into effective use. Included evidence showed uneven digital uptake, with an included Kenyan smallholder study reporting 98% mobile phone ownership but only about 25% use of phones for agricultural information, whereas comparable African aquaculture studies reported high interest in social media alongside lower levels of intensive use. The review's novelty lies in bringing together fragmented evidence from Kenyan agriculture, African aquaculture and digital extension studies to assess the specific relevance of social media for aquaculture. It concludes that social media should be treated as an enabling tool rather than a stand‐alone solution. Its value will depend on moderated advisory channels, digital literacy, verified content, gender‐responsive access, stronger digital governance and integration with field‐based extension and value‐chain infrastructure.