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In an era where traditional media is increasingly sidelined, a vibrant new wave of content creators is emerging across Africa, reshaping how news is consumed and discussed. Influencers like Amahle-Imvelo Jaxa, Valerie Keter, and Bello “Dan Bello” Galadanchi are leading the charge, capturing the attention of younger audiences who prefer engaging with news through social media platforms rather than conventional outlets. This shift is not just a reflection of changing preferences; it marks a significant transformation in the continent’s media landscape.
South Africa: A New Voice for the Disenchanted
Amahle-Imvelo Jaxa, a 32-year-old South African, found her calling in digital journalism after a lively debate with her younger brother about political engagement. Recognising a troubling disinterest among younger generations, she began creating explainer videos that unpack complex current events for her peers. Her breakout TikTok video, which discussed a dispute between the South African and Rwandan presidents, resonated widely, propelling her follower count to 100,000 in a matter of days.
Jaxa views herself not as a replacement for traditional media but as a translator of its content. With academic backgrounds in philosophy, politics, economics, and international relations, her analyses cover diverse topics, from the South African president’s state of the nation address to global conflicts. While she earns a significant portion of her income through brand partnerships on Instagram, her commitment to delivering informed commentary remains steadfast.
Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the communal experience of consuming news has shifted dramatically. In the past, families gathered around radios or televisions; now, many are turning to their smartphones. However, this digital leap raises concerns about access—21% of South African households reported lacking internet connectivity in the 2022 census, highlighting the risk of exacerbating existing inequalities.
Kenya: History Meets Modern Media
In Kenya, Valerie Keter’s journey into the realm of news creation began serendipitously in 2023 after she was captivated by the historical drama series *Shaka iLembe*. Inspired by the show’s quality and the importance of preserving African narratives, Keter began producing reaction videos, quickly gaining traction among viewers eager for more insights into the continent’s rich history.
Keter’s content is particularly appealing to audiences aged 25 to 34, who appreciate her approachable style and authenticity. “When they watch us, it’s like they’re watching their cousin, their sister,” she explains, emphasising the relatability of her home-based filming compared to traditional news formats. With millions of views on her videos, including one that has garnered 3.7 million views on Instagram, Keter exemplifies the power of social media in democratizing news access.
Norbert Mburu, head of culture and media research at Odipo Dev, highlights how social media has levelled the playing field between independent creators and established media. These new voices are able to adapt quickly to audience needs and deliver news with fewer regulatory constraints, making them increasingly relevant in the digital age.
Nigeria: The Informal News Network
Bello “Dan Bello” Galadanchi’s relationship with news began in 2011 after a tragic bombing in Abuja opened his eyes to the power of media. His journey led him to work with Voice of America, where he developed a passion for journalism that has since evolved into a successful social media presence. With over two million followers on TikTok, Galadanchi combines satirical commentary with serious advocacy, addressing issues such as corruption and governance directly to his audience.
Operating as an informal news network, he collaborates with a team that includes academics and fellow journalists to verify information before sharing it widely. His efforts have led to tangible outcomes, such as securing the release of unjustly detained individuals and advocating for overdue salaries for government employees. Despite facing accusations of political bias, Galadanchi maintains that his work is driven by a commitment to transparency and accountability.
David Adeleke, CEO of Communiqué, notes that traditional media’s cautious approach has left a vacuum filled by these new platforms, particularly following the #EndSars protests in 2020. The mainstream media’s reluctance to engage with youth-led movements has allowed social media creators to emerge as vital voices for change, offering a sense of empowerment to those who feel unheard.
Why it Matters
The rise of young news creators across Africa signifies a profound shift in how information is disseminated and consumed. As these influencers harness the immediacy of social media to engage with their audiences, they are not only reshaping public discourse but also addressing gaps left by traditional media. This evolution reflects a broader trend towards digital engagement that prioritises accessibility and relatability, making current affairs more approachable for younger generations. In a continent where political engagement and awareness are crucial for future development, the impact of these creators could be both transformative and far-reaching.
