CITY, South Africa — The digital revolution is reshaping Africa’s news landscape, with social media creators emerging as key influencers in the continent’s evolving media environment. Last year, Amahle-Imvelo Jaxa, a South African TikTok creator, leveraged the platform to discuss South African peacekeepers in the Democratic Republic of the Congo, a video that went viral, amassing 100,000 followers in three days. This surge in popularity allowed Jaxa to transition from a marketing and restaurant entrepreneur to a professional news content creator.
The 2025 global Digital News Report by the Reuters Institute found that social media users in South Africa, Kenya, and Nigeria, the three African countries surveyed, were much more likely to pay attention to news creators than their counterparts in northern Europe and Japan. Jaxa’s journey reflects a broader trend: young African audiences are increasingly turning to social media for news content, signaling a shift away from traditional news consumption. Sisanda Nkoala, an associate professor at the University of the Western Cape, notes that the communal experience of watching evening news on television or radio has changed.
He expresses concern, however, about the widening digital divide, with 21% of South African households lacking internet access, particularly in rural areas. Valerie Keter, a Kenyan content creator, discovered her passion for news creation after watching a South African historical drama series. Her videos on African history have garnered millions of views, with her most popular piece, “Why Europe Colonised Africa Easily, “reaching 3.
7 million views on Instagram. Norbert Mburu, head of culture and media research at Odipo Dev, a Nairobi-based data analytics firm, highlights the democratization of news creation through social media. Creators like Keter are not just competing with legacy media but are also fostering a sense of community and connection, as audiences feel more engaged with content created in their own environments.
As these online creators continue to grow in influence, it is imperative for both traditional and digital media to adapt and engage with this dynamic shift.
The African Union’s Agenda 2063, which aims to foster integration and unity across the continent, can benefit significantly from the engagement of these innovative voices. By delivering content that is both informative and culturally relevant, these creators can help build a shared African identity and promote cross-border understanding.
In conclusion, the African news ecosystem is experiencing a transformative phase, driven by the rise of social media creators.
As these platforms continue to evolve, so too will the role of these creators in shaping the future of news on the continent.
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This original article was produced by the ImNews editorial team
Source: The guardian
Source: Rachel Savage in Johannesburg, Carlos Mureithi in Nairobi and Eromo Egbejule in Abidjan
