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A new generation of content creators is reshaping the news landscape across Africa, particularly among the youth who increasingly turn to social media for their information. Influencers like Amahle-Imvelo Jaxa from South Africa, Valerie Keter from Kenya, and Bello “Dan Bello” Galadanchi from Nigeria are not only attracting large followings but also engaging audiences with a fresh take on current affairs, bridging the gap between traditional journalism and modern digital communication.
The Rise of Social Media Influencers in Africa
In recent years, the consumption of news in Africa has undergone a significant transformation, with social media platforms emerging as vital sources of information. This shift has been particularly pronounced in South Africa, Kenya, and Nigeria, where creators are gaining traction by providing relatable and accessible content. The 2025 Digital News Report by the Reuters Institute highlights that social media users in these countries are more engaged with news creators than their counterparts in many northern European nations and Japan.
Amahle-Imvelo Jaxa, a 32-year-old South African, exemplifies this trend. After her TikTok video discussing tensions between South African and Rwandan leaders went viral, she amassed over 100,000 followers in just three days. Jaxa transitioned from her previous career in marketing to become a prominent figure in the digital news sphere. “I see myself as a translator for the younger generation,” she explains, emphasising her role as a bridge between traditional media and the youth who often overlook conventional news outlets.
Engaging the Younger Demographic
Jaxa’s content often explores complex topics, including international conflicts and national issues, yet she frames these discussions in a manner that resonates with younger audiences. Her insights stem from her academic background in philosophy, politics, economics, and international relations, and she regards her work as an extension of traditional journalism rather than a replacement.
In Kenya, Valerie Keter’s journey into news creation began serendipitously with a reaction video to a historical drama series. Her engaging approach to African history has garnered millions of views, making her a significant player in the realm of digital news. Keter’s relatability—filming in her own home—adds to her appeal, creating a sense of intimacy with viewers. “When they watch us, it’s like they’re watching their cousin, their sister,” she notes, highlighting the personal connection that social media fosters.
The Nigerian Experience: A Voice for the Voiceless
In Nigeria, Bello “Dan Bello” Galadanchi has established himself as a powerful voice among young Nigerians, utilising his platform to address pressing issues such as government corruption and social justice. His journey into media was sparked by witnessing the devastating impact of a Boko Haram attack in 2011, leading him to pursue a career in journalism. Today, Galadanchi commands a following of over 2 million on TikTok, where he blends satire and serious commentary to engage his audience.
His informal news network operates with a small team, drawing on a diverse range of sources to ensure the accuracy of his content. Galadanchi’s influence has led to tangible outcomes, including advocacy for the release of unjustly detained individuals and improvements in educational facilities. He firmly dismisses accusations of bias, asserting that his work is rooted in a commitment to truth and accountability.
The Shift in News Consumption
The evolution of news consumption in Africa reflects broader global trends, as traditional media struggles to keep pace with the rapidly changing digital landscape. Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that communal media experiences have diminished, replaced by individual consumption via personal devices. While this shift offers opportunities for greater diversity in voices, it also raises concerns about the digital divide, particularly for those without reliable internet access.
The Media Council of Kenya has reported that a significant portion of the population relies on social media for news, underscoring the urgency for traditional media to adapt. As younger generations gravitate towards more relatable and engaging formats, the responsibility lies with traditional outlets to embrace innovation and cater to evolving preferences.
Why it Matters
The rise of digital content creators in Africa signifies a profound shift in how news is produced and consumed. As traditional media wrestles with dwindling audiences, these new influencers provide vital perspectives that resonate with younger demographics. Their ability to engage and inform not only enriches the public discourse but also empowers citizens to demand accountability from their governments. This transformation is crucial for the future of journalism in Africa, highlighting the need for diverse narratives that reflect the continent’s complexities and aspirations.
