Election campaigns in the modern digital age have gained momentum in academic research. Nevertheless, research on social media and the electoral process continues to have an American and European center. Much of the research on political communication has been based on Hallin and Mancini's book comparing media systems. This book, however, omitted the media systems of the Global South. Studies by Haßler et al. (2021) and Magin et al. (2017) have identified three key strategies of information, interaction, and mobilization used in electoral campaigns that will form the basis of this master's thesis. Other strategies have also been drawn from the research, such as negative campaigning and personalization. This master´s thesis aims to contribute to the lack of research on electoral campaigning in the Global South by investigating how these strategies can be translated into the context of Uganda and Kenya. Specifically, it will examine the leading candidate’s social media accounts, X/Twitter and Facebook, in the Ugandan general elections of 2016 and 2021 in comparison to the Kenyan general elections of 2017 and 2022. This master's thesis adopted a mixed methods approach using social media analysis tools. The study found that while all strategies were used to varying degrees, the digital campaigns had little national reach and therefore little impact due to the digital divide but were likely to have generated international interest. Social media continues to have great potential for democratization, which is still under-utilized in its theoretical functions. The relevance of this study lies in the fact that social media have changed political communication around the world, contributing to the understanding of whether these new technologies have a positive or negative impact on the democratization process and the relationship between voters and candidates.