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In an era where traditional media is losing its grip, a new wave of content creators across Africa is revolutionising how news is consumed and shared. Young, innovative voices are harnessing social media platforms to engage with audiences, particularly the youth, who are increasingly abandoning conventional news outlets in favour of more relatable and accessible formats.
The Catalyst: Amahle-Imvelo Jaxa’s Viral Success
Amahle-Imvelo Jaxa, a 32-year-old former marketing entrepreneur, recently gained widespread attention after her TikTok video detailing the role of South African peacekeepers in the Democratic Republic of the Congo went viral. Her analysis of the tensions between South African and Rwandan leaders, paired with a creative take on potential military roles within a hypothetical conflict, resonated with many young viewers. Within just three days, Jaxa accumulated 100,000 followers, marking a significant shift in her career from a restaurant entrepreneur to a prominent voice in current affairs.
Jaxa’s transition highlights a broader trend in South Africa, where young people are increasingly turning to social media for news. According to the 2025 Digital News Report by the Reuters Institute, countries like South Africa, Kenya, and Nigeria are witnessing a notable preference for news creators over traditional media. In Nigeria, for instance, 61% of respondents engage with news creators, compared to 39% in South Africa.
A Changing Landscape of News Consumption
Experts suggest that the communal nature of news consumption in South Africa has evolved dramatically. Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the experience of gathering around a television or radio for news has diminished. This shift raises concerns about a widening digital divide; the 2022 census revealed that 21% of households in South Africa lack internet access, particularly in rural areas.
In response to these changes, Jaxa has positioned herself as a translator of news for the younger generation. “I don’t exist if there is no traditional media,” she explains, emphasising that her content is rooted in established journalism. Her videos cover a range of topics, from international conflicts to domestic political events, though she primarily earns income through brand partnerships on platforms like Instagram.
Emerging Voices: Kenya and Nigeria
Across the continent, other creators are similarly reshaping the news landscape. In Kenya, Valerie Keter began her career in news content creation unexpectedly after posting a reaction video to the popular historical drama *Shaka iLembe*. Her enthusiasm for African history resonated with viewers, leading her to produce a series of educational videos that often garner millions of views. Keter describes her connection with her audience as familial, noting that her informal settings—often filmed in her home—create a sense of authenticity that contrasts with the formality of traditional news.
Research from the Media Council of Kenya indicates that a significant portion of the population now relies on social media as their primary news source. This trend is particularly evident among Kenya’s youth, who are adept at navigating online platforms. Norbert Mburu, head of culture and media research at Odipo Dev, asserts that social media has democratised news, allowing creators to operate on a level playing field with established media houses.
In Nigeria, Bello “Dan Bello” Galadanchi emerged as a notable influencer after a traumatic event in 2011 spurred his interest in news. His satirical and informative videos, primarily in Hausa with English subtitles, have attracted a substantial following. With over 2 million followers on TikTok, Galadanchi’s content fuses advocacy with journalism, addressing pressing issues such as corruption and social justice. His informal network of contributors allows for a grassroots approach to reporting that resonates deeply with his audience.
The Impact of Social Media on Journalism
The rise of these news creators reflects a significant shift in how information is disseminated and consumed across Africa. David Adeleke, CEO of the Lagos-based media firm Communiqué, notes that traditional media is losing its audience in urban areas, where people are increasingly turning to newer storytelling methods. The #EndSars protests in Nigeria further exemplified this shift, as many felt that mainstream media was not adequately representing the voices of the youth.
As young creators like Jaxa, Keter, and Galadanchi continue to reshape the media landscape, they are not only filling a gap left by traditional outlets but also fostering a new generation of media consumers who demand authenticity and relevance in their news.
Why it Matters
The emergence of digital news creators across Africa signals a transformative moment in journalism, particularly for younger audiences. By providing accessible, relatable, and engaging content, these creators are not only challenging traditional media’s dominance but also empowering their peers to engage with current affairs. As social media becomes an increasingly vital source of information, the implications for democracy, civic engagement, and public discourse in Africa could be profound, potentially fostering a more informed and active citizenry.
