In the lead-up to Uganda’s 2021 elections, an intolerant political faction emerged in Kamwokya, notorious for suppressing voices that did not agree with them. As the 2026 elections approach, however, the political landscape is shifting. General Muhoozi Kainerugaba has risen as a significant figure, poised to shape the nation’s future. Although he has reiterated that he will not appear on the ballot, his influence is expected to be a defining force in 2026 and beyond. His rise has unsettled the group now based in Kavule, further intensifying the political dynamics.
A key aspect of Muhoozi’s strategy is his effective use of the social media platform X (formerly Twitter). He engages directly with the public, mobilizes supporters, and outmaneuvers opponents. While some dismiss his posts as impulsive or unplanned, a closer look reveals a calculated and impactful strategy. His seemingly casual posts have reshaped Uganda’s political dynamics, challenging the dominance of certain groups from 2021.
Connecting directly with the public
Muhoozi uses X to speak directly to Uganda’s youthful majority, bypassing traditional media and ensuring his messages are unfiltered. This resonates with young voters, who appreciate his embrace of modern communication and open discussions on national issues.
Through regular posts, he shares personal stories, political views, and even controversial opinions. These often spark debates, portraying him as accessible and candid. His consistent presence ensures he remains relevant in a political environment where attention can quickly shift.
Shaping the narrative against opponents
Muhoozi is skilled at using X to frame narratives that weaken his opponents. Through humor, satire, and sharp commentary, he portrays rivals as disconnected or ineffective. This subtle strategy discredits opposition leaders without overt hostility, ensuring the focus remains on his ideas.
By controlling the public discourse, Muhoozi forces his opponents to react to him, keeping himself at the center of political debates and positioning him as a thought leader.
Building a loyal online community
Muhoozi’s online persona has helped him create a strong following, initially known as the “MK Army, MK Avengers, etc” and now Patriotic League of Uganda (PLU). This group amplifies his messages, engages in debates, and defends him against criticism, extending his influence far beyond his original posts.
Interacting with followers through likes, retweets, and replies fosters loyalty and a sense of community. This adaptability to the digital age appeals to younger voters seeking relatable leadership.
Managing controversy and attention
Muhoozi’s presence on X is not without challenges. Some of his posts have sparked outrage or diplomatic issues, leading to criticism of his judgment. However, these controversies often keep him in the spotlight. By balancing bold statements with calculated messaging, he ensures he remains a constant topic of discussion.
A broader strategy for power
Muhoozi’s social media approach is part of a larger plan to strengthen his political influence and position himself as a successor to President Museveni. His mastery of digital tools reflects a deep understanding of modern politics.
As Uganda faces questions about its future leadership, Muhoozi’s strategy provides insights into the role of social media in political engagement. By using platforms like X to connect with voters, frame debates, and challenge rivals, he is redefining political influence in the country.
Whether his approach will lead to lasting success remains uncertain, but his impact on Uganda’s political landscape is undeniable. Muhoozi’s strategic use of X demonstrates the growing power of social media in shaping political outcomes.
The writer is a patriotic citizen of Uganda.
