In the bustling digital landscape of Africa, a new breed of news creators is emerging, transforming how young people interact with current affairs. From South Africa to Kenya and Nigeria, these content creators are capturing the attention of a generation increasingly disenchanted with traditional media. By leveraging the power of platforms like TikTok and Instagram, they are not just informing but engaging their audiences in ways that resonate on a deeply personal level.
A New Wave of News Creators
Amahle-Imvelo Jaxa, a 32-year-old South African, epitomises the shift in news consumption. Her TikTok video detailing the tensions between South African and Rwandan leaders went viral, earning her an astonishing 100,000 followers in merely three days. Formerly entrenched in the restaurant and marketing sectors, Jaxa has now reinvented herself as a full-time content creator, dedicated to translating complex news stories for a younger audience disillusioned with conventional journalism.
Her approach is distinctly relatable. “I don’t exist if there is no traditional media,” Jaxa asserts, acknowledging her reliance on established news sources to craft her content. Recent topics she has tackled include the ongoing Iran conflict and South Africa’s budget discussions. Despite her pivot to digital, she still earns the majority of her income through brand partnerships on Instagram, where her news content takes a backseat to commercial promotions.
The Shifting Media Landscape
The media consumption habits in South Africa, once communal experiences centred around shared television broadcasts, are rapidly changing. Sisanda Nkoala, an associate professor at the University of the Western Cape, highlights this transition, expressing concern over the widening digital divide. According to the 2022 census, 21% of South African households lack internet access, a stark contrast to the rising influence of social media in news dissemination.
In Kenya, Valerie Keter’s entrance into news creation was serendipitous. A history enthusiast, her reaction video to a historical drama series ignited a passion for sharing African narratives. Keter’s TikTok and Instagram channels now boast millions of views, with her most popular video, “Why Europe Colonised Africa Easily,” attracting 3.7 million viewers. “When they watch us, it’s like they’re watching their cousin, their sister,” Keter reflects, emphasising the approachable nature of her content compared to the often sterile presentation of traditional media.
The Nigerian Perspective
In Nigeria, Bello “Dan Bello” Galadanchi’s journey into news creation was catalysed by a harrowing event—a Boko Haram bombing in 2011. This event ignited a fervent interest in journalism and activism, leading him to work with respected outlets like Voice of America and BBC Hausa. Now, the 38-year-old educator blends satire with serious commentary, addressing government accountability through his viral videos. With over two million followers on TikTok, Galadanchi has emerged as a significant voice among the youth in northern Nigeria.
His informal news network, supported by a dedicated team, has made a tangible impact, from securing the release of unjustly detained individuals to advocating for overdue salaries for government employees. Galadanchi is adamant about his independence, dismissing allegations of opposition sponsorship. “When you look at the work that we’ve been doing, you cannot find any evidence of that,” he states.
A Challenge to Traditional Media
The rise of these digital storytellers is indicative of a broader trend across Africa, where traditional media faces mounting pressure. David Adeleke, CEO of the media intelligence firm Communiqué, notes a significant shift in audience behaviour. Young people are less inclined to tune into television or radio, opting instead for the immediacy and relatability of social media. This evolution was underscored during the viral #EndSars protests in October 2020, where mainstream media’s cautious coverage prompted many to seek alternative narratives online.
The new media platforms have become not just sources of information but also powerful advocates for social change, giving voice to those previously marginalised by conventional journalism.
Why it Matters
The emergence of digital news creators across Africa marks a pivotal moment in the continent’s media landscape. These young influencers are not merely filling a void left by traditional outlets; they are redefining how news is consumed and understood. As they weave their narratives into the fabric of social media, they empower a generation that craves authenticity and engagement. In doing so, they are not only reshaping the news ecosphere but also challenging the entrenched norms of journalism, prompting a necessary evolution in how stories are told and heard in Africa.
