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In recent years, a seismic shift has transformed the landscape of news consumption across Africa, with social media paving the way for a new breed of content creators. Among them, Amahle-Imvelo Jaxa, Valerie Keter, and Bello “Dan Bello” Galadanchi are redefining how current affairs are communicated, particularly to younger audiences. Their innovative approaches are not only reshaping the news narrative but also challenging traditional media’s longstanding dominance.
A New Wave of News Creators
Amahle-Imvelo Jaxa, a 32-year-old South African, transitioned from the world of marketing and hospitality to become a prominent voice in current affairs after her TikTok video discussing the roles of South African peacekeepers in the Democratic Republic of the Congo went viral. In just three days, she garnered an impressive 100,000 followers, illustrating the hunger for relatable and engaging news content among younger viewers.
Jaxa describes her role as a “translator” of traditional media for her peers, stressing that she does not aim to replace established news outlets but rather to make complex subjects accessible. Her content often draws from traditional media sources, covering significant topics such as the annual state of the nation address and the budget. However, she admits that the bulk of her income now comes from brand partnerships, highlighting the commercial viability of social media influence.
Changing Media Habits in South Africa
The evolution of news consumption in South Africa is echoed by Sisanda Nkoala, an academic from the University of the Western Cape, who notes a shift from communal media experiences to individual, online consumption. This transition raises concerns about the deepening digital divide, as the 2022 census revealed that 21% of South African households lack internet access, predominantly in rural areas. The implications of this divide are significant, as younger generations, who are increasingly disengaged from traditional media, may remain uninformed.
Cultural Resonance in Kenya
In Kenya, Valerie Keter found her calling as a news creator somewhat serendipitously in 2023. Inspired by a South African historical drama, she began producing TikTok videos that explore African history, evolving into a significant figure among independent news creators. Keter’s relatable style, often filmed in her home, resonates with her audience, which primarily consists of young adults aged 25 to 34. Her viral video, “Why Europe Colonised Africa Easily,” amassed 3.7 million views, signifying a growing appetite for content that connects with cultural identity.
Norbert Mburu, head of culture and media research at Odipo Dev in Nairobi, emphasises the democratisation of news through social media, where creators compete on equal footing with traditional outlets. The youth of Kenya, a demographic deeply familiar with mobile technology, are increasingly turning to social platforms for news, reflecting a broader trend across the continent.
Nigeria’s Informal News Networks
Bello “Dan Bello” Galadanchi’s journey into news began with a personal tragedy, following a Boko Haram bombing in Nigeria in 2011. Now, as a prominent figure on TikTok with over two million followers, he combines satire with serious advocacy, addressing issues such as corruption and government accountability. Galadanchi operates an informal news network supported by a small team, offering a unique blend of entertainment and information that has proven to be effective in engaging with the public.
The rise of platforms catering to younger audiences marks a significant departure from traditional media, which has often been perceived as cautious and heavily regulated. David Adeleke, CEO of the media firm Communiqué, asserts that young people are increasingly turning to new storytelling methods, particularly following the #EndSARS protests in 2020, which highlighted the limitations of mainstream media coverage.
Why it Matters
The emergence of these news influencers highlights a critical evolution in how news is consumed and understood across Africa. As traditional media faces challenges in engaging younger audiences, these content creators are not only filling the gap but also empowering their peers by providing accessible, relatable, and culturally relevant news. This shift represents a broader movement towards a more participatory and democratic media landscape, one where young voices can shape the narrative and influence public discourse on a continental scale. As Africa continues to embrace digital platforms, the implications for journalism, governance, and civic engagement are profound, paving the way for a more informed and active citizenry.
