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In a transformative shift within Africa’s media landscape, a new wave of content creators is reshaping how news is consumed, particularly among younger audiences. Recent developments highlight the rise of social media influencers who are engaging and informing their peers, bypassing traditional news channels. This trend is particularly evident in South Africa, Kenya, and Nigeria, where young creators are making significant inroads into the news ecosphere.
The Rise of Influencers in South Africa
Amahle-Imvelo Jaxa, a 32-year-old South African, has emerged as a prominent figure in this new media landscape. Her viral TikTok video detailing the tensions between South Africa and Rwanda’s leaders not only captivated audiences but also propelled her from a background in marketing and the restaurant sector to a full-time role as a news influencer. In just three days, she accumulated over 100,000 followers, illustrating the increasing appetite for news presented in an accessible format.
Jaxa views herself as a bridge between traditional media and younger generations, stating, “I consider myself a translator of the news for younger generations.” Her content often covers significant topics, including international conflicts and domestic government addresses. Despite her focus on news, the bulk of her income now derives from brand partnerships through platforms like Instagram.
Changing Media Consumption Habits
The traditional paradigm of news consumption in South Africa, characterised by communal viewing of television broadcasts or shared radio listening, is undergoing a significant transformation. Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the shift to online news consumption may be exacerbating existing inequalities. The 2022 census indicated that 21% of households lacked internet access, predominantly in rural areas, raising concerns about the digital divide.
Kenya: A New Generation of Storytellers
In Kenya, Valerie Keter has harnessed her passion for history to create impactful content that resonates with a youthful audience. Her journey began serendipitously in 2023 when she posted a reaction video to “Shaka iLembe,” a South African historical drama. The overwhelming response inspired her to delve deeper into Africa’s past, creating videos that celebrate and educate viewers about pre-colonial history.
Keter’s content has become a significant source of news and educational material for many Kenyans, particularly among those aged 25 to 34. With millions of views across her social media platforms, she captures the essence of relatability, stating, “When they watch us, it’s like they’re watching their cousin, their sister.” This personal touch, combined with high-quality content, distinguishes her from traditional media.
Norbert Mburu, head of culture and media research at Odipo Dev, emphasises that these new media creators are competing on an equal footing with established news outlets, thanks to their inherent understanding of social media dynamics.
Nigeria’s Super-Influencers
In Nigeria, Bello “Dan Bello” Galadanchi has built a formidable presence as a news influencer, driven by a personal connection to tragedy. Following a Boko Haram bombing in 2011, he became passionate about media and its role in highlighting critical issues. Now boasting over 2 million followers on TikTok, his content combines satirical analysis with serious social commentary, directly addressing government accountability.
Operating as an informal news network, Galadanchi collaborates with a team of volunteers and experts to verify information before sharing it with his audience. His impactful reports have led to significant outcomes, such as the release of unjustly detained individuals and the rectification of public service pay issues. He dismisses claims of political bias, asserting the integrity and independence of his work.
David Adeleke, CEO of the Lagos-based media firm Communiqué, notes that changing consumption habits have driven audiences away from traditional media. The #EndSARS protests in October 2020 marked a pivotal point, as many young Nigerians turned to new media platforms for coverage that resonated with their experiences, filling the void left by mainstream outlets.
Why it Matters
The emergence of news creators in Africa reflects not only a shift in information consumption but also a broader transformation of societal engagement. As traditional media struggles to capture the attention of younger demographics, these influencers are stepping in to fill the gap, often addressing critical issues that resonate with their audiences. This evolution signifies a potential redefinition of media influence, where relatability and authenticity may become as important as factual reporting, ultimately reshaping the future of journalism on the continent.
