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In a transformative shift within Africa’s news landscape, content creators are emerging as influential voices, particularly among younger audiences. Figures like Amahle-Imvelo Jaxa, Valerie Keter, and Bello “Dan Bello” Galadanchi are redefining how news is consumed and disseminated across the continent, leveraging platforms like TikTok and Instagram to engage with their followers in ways traditional media often cannot.
The Emergence of New Voices
Amahle-Imvelo Jaxa, a South African influencer, gained instant acclaim last year with her TikTok video discussing the tensions between South Africa and Rwanda. In just three days, her engaging commentary on the roles various South African groups might play in a potential conflict garnered her an impressive 100,000 followers. This viral moment marked a significant pivot in Jaxa’s career, transitioning her from an entrepreneur in marketing and hospitality to a prominent commentator on current affairs.
Jaxa’s videos serve as a bridge for younger generations who often find conventional news outlets unappealing. With degrees in philosophy, politics, and economics, she views herself not as a competitor to traditional journalism but as a translator of complex issues into accessible formats. “I don’t exist if there is no traditional media,” she asserts, underscoring her reliance on established sources to inform her content.
Changing Consumption Habits
The shift towards social media as a primary source of news is not limited to South Africa. A recent Digital News Report by the Reuters Institute highlights a marked preference among social media users in South Africa, Kenya, and Nigeria for news creators over traditional outlets. In Nigeria, for instance, 61% of survey respondents expressed interest in news from influencers, a statistic that speaks volumes about the changing landscape of news consumption.
Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the collective experience of consuming news through television or radio is waning. “That has changed,” she remarks, cautioning that this shift could exacerbate the digital divide in South Africa, where 21% of households reportedly lack internet access, particularly in rural areas.
The Kenyan Perspective: A Cultural Renaissance
In Kenya, Valerie Keter represents a wave of independent news creators who are capturing the attention of a diverse audience. Inspired by the South African historical drama “Shaka iLembe,” Keter began sharing her insights on African history, quickly amassing a large following on social media. Her relatable approach—often filmed in her home—resonates deeply with viewers who appreciate the authenticity she brings to historical narratives.
Keter’s success is indicative of Kenya’s vibrant social media landscape, where young people are increasingly relying on these platforms for news. A recent survey revealed that most Kenyans now consider social media their primary news source, reflecting a broader trend across the continent.
The Nigerian Phenomenon: Advocacy Through Entertainment
Bello “Dan Bello” Galadanchi’s journey into media began with a personal encounter with tragedy, igniting a passion for journalism that has evolved into a significant social media presence. Based in Beijing yet deeply connected to his Nigerian roots, Galadanchi’s videos blend satire with serious commentary, addressing issues such as corruption and governance in Nigeria. His work has cultivated a devoted following, with over 2 million TikTok followers, particularly among young Nigerians and the diaspora.
Galadanchi operates like an informal news network, relying on a small team to source and verify information before sharing it with his audience. This model allows him to engage directly with pressing issues, often leading to tangible changes such as the resolution of salary disputes for government workers.
Why it Matters
The rise of social media news creators marks a significant evolution in journalism across Africa. As young audiences increasingly turn to these platforms for information, traditional media must adapt to maintain relevance. This shift not only democratizes access to news but also empowers a new generation of storytellers who are uniquely positioned to address the concerns of their peers. The implications of this trend are profound, as it signifies a move towards more inclusive and relatable media, fostering an informed citizenry ready to engage in the pressing issues of our time.