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Across Africa, a seismic shift is underway in the way news is consumed, driven by a new wave of digital creators who resonate with the continent’s youth. These voices, often emerging from personal experiences and cultural connections, are reshaping the landscape of current affairs reporting, offering an alternative to traditional media that many young people are increasingly turning away from.
A New Era of News Engagement
Amahle-Imvelo Jaxa, a 32-year-old South African entrepreneur, has carved out a niche for herself as a vibrant news explainer on social media. Her breakthrough moment came last year with a TikTok video dissecting a heated exchange between the South African and Rwandan presidents. In just three days, her insights had garnered 100,000 followers, propelling her from the restaurant business to becoming a self-proclaimed “professional yapper” focused on current events.
For Jaxa, the motivation stems from a desire to engage younger generations who seem disconnected from traditional news sources. “The generation coming after me was very disinterested,” she reflects. “That was very concerning for me, because they are the next leaders.” Her role, she insists, is not to replace established media but to serve as a translator for complex issues, drawing from traditional journalism to inform her audience.
The Data Behind the Shift
According to the 2025 Digital News Report published by the Reuters Institute, South Africa, Kenya, and Nigeria are in the vanguard of this transformation. In Nigeria, a staggering 61% of respondents reported they pay attention to news creators, closely followed by Kenya at 58%, and South Africa at 39%. These figures stand in stark contrast to their counterparts in northern Europe and Japan, highlighting a burgeoning appetite for news that reflects local contexts and experiences.
Sisanda Nkoala, an associate professor at the University of the Western Cape, notes the communal aspect of news consumption has faded. “The experience of the media being a place where people gather to watch the evening news has changed,” she states. This shift could exacerbate the digital divide; as per the 2022 census, 21% of South African households still lack internet access, predominantly in rural areas.
Cultural Resonance and Accessibility
In Kenya, Valerie Keter stumbled into the world of news creation in 2023 after a reaction video to the historical drama “Shaka iLembe” went viral. Her engaging narratives on pre-colonial African history quickly attracted millions of views, demonstrating the power of relatable content. “When they watch us, it’s like they’re watching their cousin, their sister,” Keter explains. Her videos, filmed in the comfort of her home, offer a stark contrast to the polished yet distant presentations of traditional media.
Norbert Mburu, a media research expert, argues that social media has democratised the news landscape. “They grew up with mobile phones, they grew up with the internet, they grew up with social media,” he says, underscoring how these creators are now on equal footing with legacy media. They can deliver news more flexibly, often circumventing regulatory constraints that traditional outlets face.
From Trauma to Advocacy
Bello “Dan Bello” Galadanchi’s journey into news creation was ignited by personal tragedy in 2011 when he witnessed the fallout from a Boko Haram bombing in Abuja. This event spurred a passion for journalism that led him to work with major outlets like Voice of America and BBC Hausa. Today, his TikTok presence boasts over two million followers, blending satire with serious commentary on Nigerian politics.
Galadanchi operates a dynamic platform that acts as an informal news network, employing a small team to verify information before dissemination. His work has led to significant social impact, including the release of wrongfully detained individuals and the addressing of governmental negligence. He dismisses claims of political bias, asserting the integrity of his work as a reflection of the community’s needs.
Changing the Narrative
The rise of these digital creators marks a pivotal moment in Africa’s media landscape. David Adeleke, chief executive of the Lagos-based media firm Communiqué, observes that the consumption habits of audiences have drastically shifted. “Not many people sit in front of TV or radio in urban areas… they have become more familiar and trusting of newer methods of storytelling,” he notes. The #EndSARS protests in 2020 exemplified this change, as mainstream media hesitated to cover the unrest, leaving space for new voices to emerge.
Why it Matters
The emergence of young news creators in Africa is more than a trend; it represents a fundamental shift in how information is shared and perceived. These voices, steeped in cultural understanding and personal narrative, are not only filling the gaps left by traditional media but are also empowering a new generation to engage with their societies. As they challenge established narratives and advocate for accountability, they are reshaping the future of journalism on the continent, making it more inclusive, relatable, and impactful.
