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In a significant shift within the African media landscape, a new generation of content creators is reshaping how news is consumed across the continent. Personalities like Amahle-Imvelo Jaxa in South Africa, Valerie Keter in Kenya, and Bello “Dan Bello” Galadanchi in Nigeria are harnessing the power of social media to engage younger audiences, who increasingly turn away from traditional news sources. This trend is not only transforming individual careers but also influencing public dialogue and democratic participation.
South Africa: From Marketing to Media Maven
Amahle-Imvelo Jaxa, a 32-year-old entrepreneur based in Johannesburg, gained widespread attention last year with her TikTok video discussing the role of South African peacekeepers in the Democratic Republic of the Congo amidst a political spat between the South African and Rwandan presidents. In just three days, the video attracted 100,000 followers, marking a pivotal moment in her career shift from marketing to a full-time role as a current affairs commentator.
Jaxa views her role as crucial in bridging the gap between traditional media and the younger generation, which she believes is often disengaged from political processes. “The generation coming after me was very disinterested,” she noted, highlighting her concern for their future as potential leaders. She positions herself as a translator of news rather than a replacement for established media, emphasising that her content is rooted in traditional journalism.
Despite her focus on serious topics such as the ongoing conflict in Iran and South Africa’s state budget, Jaxa finds most of her income through brand partnerships on platforms like Instagram, where her offerings lean towards lifestyle content.
Kenya: Storytelling as a Cultural Revival
In Kenya, Valerie Keter’s foray into news creation began unexpectedly in 2023, inspired by the historical drama series *Shaka iLembe*. Captivated by its quality and representation of African narratives, Keter posted a reaction video that quickly gained traction. Now, she produces a range of content that delves into Africa’s rich history, resonating particularly well with a youthful demographic that prefers social media as their primary news source.
Keter’s videos, which often portray history in a relatable manner, have garnered millions of views, with her most popular video discussing the ease of European colonisation of Africa attracting 3.7 million views on Instagram. “When they watch us, it’s like they’re watching their cousin, their sister,” she explains, underscoring the approachable nature of her content compared to traditional news broadcasts.
Research from the Media Council of Kenya indicates that social media has become the predominant news source for the majority of Kenyans, a trend Keter embodies through her accessible storytelling style.
Nigeria: The Rise of a News Influencer
Bello “Dan Bello” Galadanchi’s journey into the media world was catalysed by a personal tragedy—a Boko Haram attack in Nigeria that left a lasting impact on him during his studies in the United States. This event ignited his passion for journalism, leading him to create content that combines sharp political analysis with a satirical edge. Now, based in Beijing, Galadanchi commands a substantial following of over 2 million on TikTok, engaging primarily with audiences in Nigeria who are eager for unfiltered news and political commentary.
Operating as an informal news network, Galadanchi’s team comprises fellow academics and volunteers who assist in sourcing and verifying information before it reaches the public. His investigative efforts have brought attention to critical issues, such as government corruption and human rights abuses, resulting in tangible improvements for affected communities.
Galadanchi’s approach reflects a broader trend in Nigeria, where traditional media is often viewed as constrained and risk-averse. The #EndSars protests of October 2020 illustrated the limitations of conventional media, prompting younger audiences to seek alternative outlets that resonate more authentically with their experiences.
The Impact of Social Media on News Consumption
The surge in digital content creators across Africa highlights a significant transformation in news consumption habits. According to the 2025 Digital News Report by the Reuters Institute, users in South Africa, Kenya, and Nigeria are markedly more engaged with news creators than their peers in regions like northern Europe and Japan. For instance, 61% of Nigerians reported following news creators, closely followed by 58% in Kenya, while South Africa registered at 39%.
This trend not only signifies a shift in how news is accessed but also reflects a growing disconnection from traditional media, which is often seen as elitist or out of touch with younger audiences’ realities.
Why it Matters
The emergence of these content creators is reshaping the narrative landscape in Africa, empowering younger generations to engage with current affairs in a manner that feels authentic and relevant. As traditional media struggles to retain its audience, these new voices are not merely filling a gap; they are actively participating in the discourse that shapes the future of democracy and civic engagement across the continent. This shift towards social media-driven news consumption poses both challenges and opportunities for the media sector, demanding a reevaluation of how news is produced, presented, and perceived in an increasingly digital world.
