A few years ago, social media was largely used to stay in touch. Photos were shared. Friends were found. Ideas were exchanged. Today, those same platforms are increasingly being used to sell products, build brands and search for income.
For many Kenyans, every notification has become a potential business opportunity. A dance video can end with a sales pitch. A livestream can become a fundraising drive. A networking request can lead to an unexpected request for money.
The internet is no longer just a place for conversation. It has become a marketplace.
Professional Boundaries Were Tested
The shift has reached platforms once viewed as strictly professional. Mercy Ngaira, a Nairobi-based architect, recently experienced the change first-hand. After receiving several connection requests on LinkedIn, she accepted one from another architect.
The conversation began professionally. It did not stay that way. The discussion soon turned to financial hardship. A request for money followed.
“I thought I was making a professional connection,” Ngaira recalled. “Instead, I found myself being asked for financial help by someone I’d never met.”
Her experience is not unique. Professionals around the world have reported similar encounters.
Networking requests are increasingly being followed by sales pitches, investment offers, cryptocurrency promotions and requests for financial assistance.
LinkedIn has repeatedly advised users to remain alert to scams involving fake recruiters, fraudulent investments and anyone seeking money through the platform.
Digital Etiquette Was Blurred
Each social media platform once had its own identity. Facebook connected families. Instagram focused on images. X became a space for public debate.
LinkedIn was built for careers and professional relationships. Those distinctions are becoming less clear. Neighbourhood WhatsApp groups now double as marketplaces. Community Facebook pages are filled with advertisements.
Professional networking sites are increasingly being used to generate sales leads. None of these activities are inherently wrong. Businesses need customers. Entrepreneurs need visibility.
Freelancers depend on online networks. The concern lies in how those interactions are approached. Transparency matters. Trust matters.
A genuine introduction is different from a disguised sales pitch. Building a relationship is not the same as immediately asking for money.
Economic Pressures Were Felt
The changing online culture reflects wider economic realities. Many Kenyans are seeking additional sources of income. Side businesses have become common. Freelancing has grown.
Social media offers access to customers at little cost. Digital platforms have also encouraged this shift. Creator tools, live streaming and business features reward constant visibility and engagement.
As a result, the line between networking and marketing has steadily narrowed.
A New Online Culture Was Emerging
Whether this change represents declining online etiquette or simply the next stage of the internet’s evolution remains open to debate.
Technology has always reflected human behavior. As financial pressures grow, online spaces are increasingly being shaped by commerce as much as conversation.
For many users, however, one expectation remains unchanged. Trust should still come before transactions.
In a digital world where every message could become a sales pitch, accepting a connection request is no longer the simple gesture it once was.
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