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In an era where traditional media is increasingly sidelined, a new wave of content creators is redefining how news is consumed in Africa, particularly among younger audiences. One standout figure is Amahle-Imvelo Jaxa, whose viral TikTok video detailing the roles of South African peacekeepers in the Democratic Republic of the Congo has garnered significant attention, highlighting a shift in news engagement across the continent.
The Rise of News Creators
Last year, Amahle-Imvelo Jaxa made headlines with a TikTok video that dissected a diplomatic spat between the leaders of South Africa and Rwanda. With a creative flair, she categorised South African groups into roles for a hypothetical conflict, showcasing her unique approach to serious topics. In just three days, Jaxa amassed 100,000 followers, marking a significant pivot from her previous career in marketing and the restaurant industry to becoming a prominent voice in current affairs.
Jaxa’s journey reflects a broader trend where young South Africans are increasingly turning to social media for news. According to the 2025 Digital News Report by the Reuters Institute, audiences in South Africa, Kenya, and Nigeria are more inclined to follow news creators than their counterparts in northern Europe or Japan. Notably, 61% of Nigerian respondents reported engaging with news influencers, closely followed by 58% in Kenya, while South Africa’s figure was 39%.
Transforming News Consumption in South Africa
Jaxa, 32, began posting explainer videos after a discussion with her younger brother about the importance of voting, which revealed a concerning apathy among younger generations towards civic engagement. She views her role not as a replacement for traditional media but as a necessary translation of news for a demographic often disinterested in conventional reporting.
Recent topics explored by Jaxa include the Iran war and the South African president’s state of the nation address. Despite her focus on current affairs, brand partnerships on platforms like Instagram provide her primary income. This illustrates the changing dynamics of media consumption, where personal branding and audience engagement often overshadow traditional news reporting.
Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the communal experience of consuming news has drastically shifted. The traditional family gatherings around the television or radio have diminished, raising concerns about the widening digital divide in South Africa, where 21% of households reportedly lack internet access.
Kenya: A New Wave of Historical Engagement
In Kenya, Valerie Keter emerged as an influential content creator after posting a reaction video to the historical drama “Shaka iLembe.” Her enthusiasm for African history resonated widely, spurring her to create a series of videos that elaborate on pre-colonial African narratives. This informal approach has struck a chord with audiences, particularly the 25 to 34 age group.
Keter’s success is supported by a study from the Media Council of Kenya, which indicates that social media is now the primary news source for many Kenyans. With millions of views on her videos, Keter’s informal style—often filmed in her home—contrasts sharply with the seriousness of traditional media outlets, making her content relatable and engaging.
Norbert Mburu, head of culture and media research at Odipo Dev, emphasises how social media has democratised news participation. Young creators are now competing with established media on equal footing, providing a fresh perspective that resonates with their audience.
Nigeria: Engaging Through Satire and Advocacy
Bello “Dan Bello” Galadanchi’s foray into news creation was catalysed by a tragic event in 2011, which ignited his passion for journalism. After starting his career at Voice of America, he now combines satirical analysis with serious advocacy, amassing over 2 million followers on TikTok. Galadanchi’s content, primarily in Hausa with English subtitles, critiques government actions and highlights corruption, resonating deeply with Nigerians both at home and abroad.
His informal news network employs a small team to verify information, showcasing a commitment to accuracy that builds trust within a distrusting audience. The shift towards platforms that blend commentary with comedy reflects changing consumption patterns, as many young Nigerians prefer these new storytelling methods over traditional broadcasts.
David Adeleke, CEO of the Lagos-based media firm Communiqué, points to the viral #EndSars protests as a pivotal moment that demonstrated the limitations of mainstream media in addressing youth concerns. As newer media platforms emerged, they became vital in amplifying the voices of young Nigerians who felt disenfranchised.
Why it Matters
The evolution of news consumption in Africa signifies a monumental shift in how information is disseminated and engaged with across the continent. As young content creators like Jaxa, Keter, and Galadanchi redefine the landscape of news, they not only challenge traditional media but also empower their audiences to engage more actively with current affairs. This trend underscores a broader global movement towards decentralised information sharing, where accessibility and relatability are paramount, shaping the future of journalism in Africa and beyond.
