I used Kafka originally because it was mandated as part of the top-level IT requirements at a Fortune 500 client. What I found was that it was orders of magnitude more complex ...and powerful than my daily Beanstalkd , and far more flexible, resilient, and manageable than RabbitMQ.
So for any case where utmost flexibility and resilience are part of the deal, I would use Kafka again. But due to the complexities involved, for any time where this level of scalability is not required, I would probably just use Beanstalkd for its simplicity.
I tend to find RabbitMQ to be in an uncomfortable middle place between these two extremities.
Kafka was only introduced to our platform in August 2018 as a means to manage our data pipeline and to replace other messaging systems used to decouple various components in our system. Kafka provides the scale and storage we need to manage data for however many devices we might service. Additionally, Kafka has helped us lay the framework for improved and highly detailed statistics gathering and analysis.