Africa's young news consumers turn to online creators

Amahle-Imvelo Jaxa, a content creator from South Africa, gained 100,000 followers in three days after posting a TikTok video explaining a dispute between the South African and Rwandan presidents. This success allowed her to shift from entrepreneurship to being a full-time news explainer for young South Africans. She is part of a growing trend where young people are turning to social media for news instead of traditional media sources.

A report by the Reuters Institute, the 2025 global Digital News Report, found that social media users in South Africa, Kenya, and Nigeria are more likely to follow news creators than those in many parts of Europe and Japan. In Nigeria, 61% of people surveyed paid attention to news creators, followed by Kenya at 58%. South Africa had 39%.

Jaxa, 32, started making explainer videos after realizing younger people were not engaged with politics. She saw this as concerning because they are the future leaders. Jaxa believes she acts as a translator for news, not a replacement for traditional media, as her content relies on information from established news organizations.

Her videos cover topics like the Iran war, South Africa's state of the nation address, and the national budget, with some content sponsored by banks. However, she earns most of her income from brand partnerships on Instagram, where she shares less news-related content. Jaxa holds degrees in philosophy, politics, economics, and international relations.

In Kenya, Valerie Keter began creating news content after watching a historical drama series. Her reaction video about the show, which highlighted African history, went viral. This led her to create more videos about pre-colonial African history and other stories from across the continent.

Keter is among many independent creators in Kenya reaching audiences who don't engage with traditional media. Kenya's young population and high social media use fuel their success. A study by the Media Council of Kenya indicated that most Kenyans now rely on social media for news. Keter's videos have millions of views, with her most popular one, "Why Europe Colonised Africa Easily," having 3.7 million views on Instagram.

Keter, 31, notes that her audience, mainly aged 25 to 34, sees creators like her as relatable figures, like a "cousin" or "sister." She films in casual settings like her living room or kitchen, which contrasts with the formal presentation of traditional media. This approach makes the content feel more accessible and normal to viewers.

In Nigeria, Bello Galadanchi, also known as "Dan Bello," became interested in news after a Boko Haram bombing in 2011. He felt compelled to contribute to media coverage and later worked for Voice of America and BBC Hausa. Today, he is a teacher in Beijing, China, creating videos in Hausa and English that blend satire with advocacy, often targeting government officials.

Galadanchi has over 2 million followers on TikTok and a strong following in northern Nigeria and parts of Niger. His team, made up of volunteers including professors, helps source and verify information. Their work has led to the release of wrongly detained individuals, payment of salary arrears, and school renovations.

David Adeleke, CEO of Communiqué, a media firm in Lagos, explains that the shift towards platforms blending social commentary, advocacy, and comedy is due to changing consumption habits. Many people in urban areas no longer watch television or listen to the radio as much. They trust newer storytelling methods more.

The #EndSars protests against police brutality in October 2020 were a significant moment. Traditional media coverage was seen as cautious, possibly due to strict regulations from the government. New media platforms, however, were perceived as speaking up for young people who felt powerless.