**
An innovative wave of content creators is reshaping how news is consumed across Africa, particularly among younger demographics. With platforms like TikTok and Instagram gaining traction, traditional media is being supplemented—and, in some cases, overshadowed—by influencers who provide news in an accessible, relatable format. This shift is particularly evident in South Africa, Kenya, and Nigeria, where young audiences are increasingly turning to these creators for their daily news intake.
The Rise of the News Influencer in South Africa
Amahle-Imvelo Jaxa, a 32-year-old entrepreneur turned content creator, recently highlighted the role of South African peacekeepers in the Democratic Republic of the Congo through a viral TikTok video. Her engaging approach, which integrated a discussion on a diplomatic spat between South Africa and Rwanda, attracted over 100,000 followers within just three days. Jaxa describes herself not merely as an entertainer but as a crucial translator of news for younger generations.
“I realised that the generation coming after me was very disinterested in politics and current events,” she explained. “That was very concerning for me, because they are the next leaders.” This observation has driven her to create content that simplifies complex issues, ensuring they remain informed while still drawing from traditional media sources.
The shift from communal news consumption, traditionally experienced through family gatherings around the television or radio, is notable. Sisanda Nkoala, an associate professor at the University of the Western Cape, expressed concern that this transition to digital platforms may exacerbate the digital divide in South Africa, where 21% of households reported lacking internet access in the 2022 census.
Kenya’s Youth Embracing Digital Storytelling
In Kenya, Valerie Keter’s foray into news creation began unexpectedly after she reacted to the historical drama *Shaka iLembe*. Her TikTok video, which praised the series for its attention to African narratives, resonated widely, prompting her to delve deeper into African history through her online content. Today, her platforms boast millions of views, with her most popular video garnering 3.7 million views on Instagram.
Keter notes that her audience often feels a familial connection to her, stating, “When they watch us, it’s like they’re watching their cousin, their sister.” This relatability, combined with the informal nature of her settings—often filmed in her own home—contrasts sharply with the more formal presentation of traditional media outlets.
According to Norbert Mburu of Odipo Dev, a research firm in Nairobi, social media has democratized the news landscape, allowing independent creators to compete effectively with established media. “They grew up with mobile phones and social media; it became very natural for them,” he remarked. Moreover, these creators enjoy a flexibility that traditional news organisations often lack, enabling them to respond swiftly and creatively to current events.
Nigeria’s Informal News Networks
Bello “Dan Bello” Galadanchi’s journey into journalism was ignited by personal tragedy following a Boko Haram bombing in 2011. Motivated to make a difference, he transitioned from formal journalism to becoming a social media influencer, blending satire with serious commentary on current affairs. With over 2 million followers on TikTok, his content resonates particularly well with young Nigerians and has proven influential in advocating for social change.
Operating with a small team, Galadanchi’s platform functions as an informal news network, sourcing and verifying information to expose corruption and advocate for accountability. This grassroots approach has led to tangible outcomes, including the release of unjustly detained individuals and the restoration of essential services.
David Adeleke, CEO of the Lagos-based media firm Communiqué, remarked on the changing consumption habits of audiences. “Not many people sit in front of TV or radio in urban areas anymore; they are more familiar and trusting of newer storytelling methods,” he noted. The #EndSars protests in October 2020 marked a significant shift in this dynamic, as young people turned to social media for unfiltered narratives, feeling let down by traditional media’s cautious reporting.
Why it Matters
The evolving landscape of news consumption in Africa underscores a significant cultural shift, as young people increasingly reject traditional media in favour of relatable, easily digestible content from their peers. This transformation not only empowers a new generation of journalists and content creators but also fosters greater engagement in political and social issues among youth. As these platforms continue to gain prominence, they play a critical role in shaping public discourse and influencing societal change, reflecting a broader trend of democratic participation across the continent.
