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In a significant shift within the African media landscape, a new generation of content creators is reshaping how current affairs are reported and consumed. Young people in South Africa, Kenya, and Nigeria are increasingly turning to social media platforms for their news, as traditional media struggles to engage the youth. This trend is illustrated by the rise of influential figures like Amahle-Imvelo Jaxa, Valerie Keter, and Bello “Dan Bello” Galadanchi, who are effectively bridging the gap between serious news and relatable storytelling.
The Rise of Influencers in South African News
Amahle-Imvelo Jaxa, a 32-year-old South African, transitioned from a career in marketing and restaurant management to become a prominent voice in current affairs after her viral TikTok video on South African peacekeepers went live. Within three days, she gained an impressive 100,000 followers by dissecting a diplomatic spat between South Africa and Rwanda and presenting it through a culturally relevant lens.
Jaxa views her role as a “translator” of news for younger generations rather than a replacement for traditional journalism. “I don’t exist if there is no traditional media,” she asserts, referencing the foundational role of established news sources in her work. Her content, which covers topics ranging from the South African president’s state address to international conflicts, is rooted in traditional journalism, yet she delivers it in a format that resonates with the youth.
As Sisanda Nkoala, an associate professor at the University of the Western Cape, notes, the communal consumption of news has evolved in South Africa. The once-shared experience of gathering around the television or radio has been supplanted by a digital divide, exacerbated by the 21% of households lacking internet access as per the 2022 census. This shift presents both challenges and opportunities for news consumption in the country.
Kenya’s Historical Narrative Reimagined
In Kenya, Valerie Keter has carved out her niche as a historical storyteller since her unexpected foray into news creation in 2023. Inspired by the South African drama “Shaka iLembe”, Keter began producing TikTok videos highlighting pre-colonial African history, which met with enthusiastic engagement. Her content has amassed millions of views, with her most popular video, “Why Europe Colonised Africa Easily”, reaching a staggering 3.7 million views on Instagram.
Keter’s approach is characterised by an intimate and relatable style. “When they watch us, it’s like they’re watching their cousin, their sister,” she states, emphasising the connection her audience feels to her informal setting and delivery. According to Norbert Mburu of Odipo Dev, the rise of such creators signifies a democratization of news where they compete on an equal footing with traditional media, appealing directly to a young population heavily engaged with social media.
Nigeria’s Informal News Networks
Bello “Dan Bello” Galadanchi’s journey into the world of news began with a tragedy in 2011 when a Boko Haram attack in Abuja captivated him and ignited his passion for journalism. Now a Beijing-based educator, Galadanchi has become a powerful influencer, utilising his platform to address pressing political issues in Nigeria through satirical and informative videos in Hausa, Nigeria’s most widely spoken language.
His informal news network, bolstered by a team of volunteers, has delivered impactful content that has led to significant social change, including the release of unjustly detained individuals. “Not many people sit in front of TV or radio in urban areas anymore,” says David Adeleke of Communiqué, pointing out the evolving consumption habits of Nigerians who now favour engaging storytelling over traditional broadcasts.
The #EndSARS protests in October 2020 marked a pivotal moment that showcased the limitations of mainstream media and highlighted the power of social media platforms as outlets for youth voices and activism.
A Broader Perspective: Changing Trends Across Africa
The emergence of these influential voices in South Africa, Kenya, and Nigeria highlights a broader trend across the African continent. Young audiences are increasingly prioritising authenticity and relatability in their news consumption, seeking content that not only informs but also resonates with their experiences and cultural backgrounds.
As traditional media outlets grapple with declining viewership and engagement, the role of social media influencers in shaping public discourse has never been more critical. These creators are not merely providing news; they are fostering a sense of community and connection among younger audiences, who often feel alienated by conventional journalism.
Why it Matters
The transformation in Africa’s news consumption patterns signifies a profound cultural shift that reflects broader global trends. As young people increasingly favour social media for information, traditional media must adapt or risk obsolescence. This evolution is not merely about news delivery; it encompasses identity, representation, and the very nature of public discourse. By embracing this new paradigm, African content creators are not just informing the public; they are actively participating in the construction of a more inclusive and representative media landscape.