Kevin Masagara: How passion for Manchester united turned into digital fame

Content creator Kevin Masagara has become one of Kenya’s most recognised social media personalities, rising to national prominence in a manner few digital creators achieve, including recognition from the head of state.

Unlike many online personalities who build audiences through comedy skits or lifestyle commentary, Masagara carved out a distinct path for himself and has remained firmly committed to it. For the past three years, since launching his TikTok page, he has focused almost exclusively on one passion: Manchester United.

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Best known for his energetic football content and unwavering love for the English giants, Masagara has built his brand around match reactions, fan chants, bold predictions, and emotionally charged celebrations.

While social media trends often shift and creators pivot to chase viral attention, Masagara’s consistency has set him apart. His page has amassed massive engagement, powered not by gimmicks but by authenticity and a deep connection with fellow Manchester United supporters.

The early journey

Masagara’s earliest videos date back to 2023, when he was still finding his rhythm. His rise did not happen overnight or by luck.

In his early days, he revealed that three of his initial TikTok accounts were taken down, forcing him to restart despite having accumulated more than 30,000 followers.

For many creators, such a setback might have ended the journey. For Masagara, it became a motivation to push even harder.

From the beginning, he branded himself as a “diehard fan of the Great and Glorious Manchester United.” Wearing the club’s home, away, and third kits in most of his videos, he produced hundreds, eventually thousands, of short clips capturing the emotional rollercoaster of being a Red Devils supporter.

By the end of 2023 alone, he had posted well over a thousand videos, steadily building a loyal following of Kenyan fans who connected with his raw energy and unwavering loyalty.

Viral moments

Masagara’s breakthrough moments came through high-intensity reaction videos that blended humour, confidence, and crowd engagement.

One standout clip followed Manchester United’s victory over Arsenal. In the now-viral video, which amassed 1.8 million views, Masagara rallied a huge crowd chanting, “Tuliwaambia Carrick, apana mchezo hapa, tukiingia Manchester akuna kushuka!”

In 2025, he recorded one of his biggest viral successes, a 10-second reaction to Arsenal’s transfer activity of Striker Gyokeres that exploded to 3.5 million views. In the short but sharp clip, he mocked the hype around the rival club.

Unlike many football content creators who diversify into trending topics or broader entertainment, Masagara has remained focused on Manchester United since day one.

That discipline has allowed him to cultivate a niche but highly engaged audience. His catchphrases, intense celebrations after wins, and visible heartbreak after losses make every video feel authentic and relatable.

His consistency has helped him amass over 1.2 million followers on TikTok with more than 53 million total likes across his videos and additional reach across platforms, including 690,000 followers on Facebook and 237,000 on Instagram, reflecting the growing strength of his multi-platform influence.

Masagara’s growing influence has not gone unnoticed. His dedication to content creation and ability to mobilise football fans earned him public recognition from President William Ruto, who pledged to sponsor Masagara’s trip to the United Kingdom to watch Manchester United play live. In a playful and inclusive gesture, Ruto also committed to sponsoring Useful Idioty, an Arsenal fan content creator, to attend matches alongside Masagara.