Media strategist JK Kazoora has sharply criticised the online communication style of Uganda’s Chief of Defence Forces Muhoozi Kainerugaba, saying his social media presence reflects an outdated approach that no longer fits today’s digital landscape.
In a detailed video commentary, Kazoora directly addressed the general’s communications handlers, urging an immediate restructuring of the team behind his accounts.
“So, um, this video is for Big Brother, General MK’s social media handlers,” Kazoora said. “And I must say, General, just like you did reshuffles in PLU, you need to have a new team. Because I think they are 10 years behind. The world has moved.”
He argued that past strategies used by political figures to grow online influence are no longer effective in the current algorithm-driven environment.
“Ten years ago, I’ll tell you, as a marketer, Bobi Wine had about two million followers on X, President Museveni had more, and you had about 200 to 500,000,” he said.
“So the team wanted to grow numbers. And how you do that is you become sarcastic, you attack people, you provoke reactions. People follow because of controversy.”
Kazoora cited earlier online controversies involving provocative statements directed at international figures and neighbouring countries, saying such tactics once attracted attention but are now outdated.
“You say you will beat up Jay-Z, or you make statements about going to Nairobi in 48 hours, or you engage in regional banter. At that time, it worked. It gave you numbers,” he said. “But that era is gone.”
He pointed to changes in platform algorithms, arguing that influence is no longer determined by follower counts alone.
“Social media has changed. It is not about how many followers you have anymore,” he said. “It is about interest-based algorithms. The ‘For You’ page decides what people see. If your content is relevant, it spreads. If it is not, it dies, even if you have millions of followers.”
Kazoora also dismissed the relevance of follower metrics in measuring impact.
“I can have 10,000 followers and still get two million views on a video,” he said. “That is the reality now. The system has changed completely.”
He further criticised recent communication missteps, warning that some posts risk escalating political tensions.
“Some of the things being posted are not just jokes. They carry weight,” he said. “You cannot treat state communication like casual entertainment. It creates consequences.”
Kazoora also raised concern over the handling of sensitive online content.
“When you post certain images or statements, especially involving arrests or detainees, you must understand how the public will interpret it,” he said. “That is where the problem begins.”
He concluded by calling for a complete reset of the digital strategy around Muhoozi’s communication.
“You need a new team now,” he said. “The current one is ten years behind. They have learned nothing and forgotten nothing. That is a dangerous place to be in this era.”