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In an era where traditional news media struggles for relevance, a new wave of African content creators is transforming the landscape of news consumption. Through platforms like TikTok and Instagram, these influencers are engaging younger audiences in South Africa, Kenya, and Nigeria, effectively reshaping how current affairs are communicated and understood. With millions of followers and a growing influence, these creators are not just reporting the news; they are redefining it.
The Rise of News Influencers
Amahle-Imvelo Jaxa, a South African entrepreneur, epitomises this transformation. After posting a viral TikTok video that broke down a diplomatic spat between South Africa and Rwanda, she gained an astonishing 100,000 followers within three days. Her content, which includes discussions on military strategy and political dynamics, has established her as a prominent figure among young South Africans seeking clarity on complex issues.
Jaxa, now a full-time content creator, views her role as a bridge to traditional media rather than a replacement. “I see myself as a translator of the news for younger generations,” she said. Her academic background in philosophy, politics, and economics allows her to tackle various topics, from the Iran conflict to local government budgets, while also engaging in brand partnerships that sustain her work.
Shifting Media Consumption Habits
The changing dynamics of media consumption are evident across Africa. According to the 2025 Digital News Report by the Reuters Institute, social media users in South Africa, Kenya, and Nigeria show a significantly higher inclination towards news creators compared to their counterparts in Europe and Japan. For instance, 61% of Nigerians reported engaging with news influencers, a figure that underscores a broader shift in how news is perceived and delivered.
Sisanda Nkoala, an associate professor at the University of the Western Cape, points out that traditional communal experiences of news consumption are diminishing. “The experience of gathering around a TV has changed,” she noted, highlighting a growing digital divide in South Africa where 21% of households lack internet access.
Embracing African Narratives
Meanwhile, in Kenya, Valerie Keter has carved her niche by creating engaging content that seeks to educate her audience about African history. Inspired by the South African series *Shaka iLembe*, Keter’s reaction videos have resonated with viewers, leading her to explore pre-colonial African kingdoms and their stories. With a substantial following on social media, she has effectively positioned herself as a relatable figure, stating, “When they watch us, it’s like they’re watching their cousin, their sister.”
Norbert Mburu, a media researcher, emphasises how social media has levelled the playing field for content creators, allowing them to compete with established news outlets. The flexibility and relatability of social media platforms enable these creators to deliver news in a manner that resonates with their audience, often circumventing regulatory constraints faced by traditional media.
The Nigerian Perspective
In Nigeria, Bello “Dan Bello” Galadanchi stands out as a news influencer whose journey began after a traumatic experience witnessing the aftermath of a Boko Haram attack. Now a prominent voice on TikTok, Galadanchi combines satire with serious analysis, amassing over two million followers. He operates an informal news network that engages directly with pressing issues, advocating for accountability and transparency in government.
As the chief executive of a Lagos-based media firm, David Adeleke observes a significant shift in consumption habits. Young people in urban areas are increasingly turning to these new storytelling methods, which often provide a more authentic and immediate perspective on current events than traditional media.
Why it Matters
The emergence of these content creators marks a pivotal moment in African media landscapes. They are not merely filling a gap left by traditional journalism but are actively reshaping the way news is consumed and understood. As they engage younger audiences and provide context to complex issues, they foster a more informed citizenry equipped to engage with both local and global narratives. This shift could have lasting implications for democracy, accountability, and civic engagement across the continent. By embracing innovative storytelling methods, African content creators are not just changing media; they are changing the very fabric of societal discourse.
