A new wave of content creators is transforming the way news is consumed across Africa, particularly among younger audiences. Through platforms like TikTok and Instagram, individuals such as Amahle-Imvelo Jaxa in South Africa and Valerie Keter in Kenya are reshaping the news ecosphere, drawing significant attention and followers while challenging traditional media's dominance.
Amahle-Imvelo Jaxa's Rise in South Africa
Last year, Amahle-Imvelo Jaxa, a 32-year-old South African, gained overnight fame after posting a TikTok video discussing the roles of South African groups in a potential conflict with Rwanda. The video, which highlighted a diplomatic spat between the South African and Rwandan presidents, went viral, earning her over 100,000 followers in just three days. Jaxa, who transitioned from a marketing and restaurant entrepreneur to a self-described 'professional yapper and current affairs enthusiast,' sees her role as crucial in bridging the gap between traditional news and the younger generations. Originally reported by The Guardian.
"The generation coming after me was very disinterested," Jaxa remarked, reflecting on a concerning trend she noticed when discussing voting with her younger brother. She aims to be a translator of news for younger audiences rather than a replacement for traditional media. "I don't exist if there is no traditional media," she noted, emphasizing that her content is rooted in established news sources. Jaxa has tackled topics ranging from the Iran war to the South African president's State of the Nation address, though she primarily earns through brand partnerships on Instagram, where news content takes a back seat.
The Changing Face of News Consumption in South Africa
As digital platforms gain traction, the communal consumption of news is fading. Sisanda Nkoala, an associate professor at the University of the Western Cape, highlighted that the traditional experience of gathering around a radio or television has significantly shifted. "That has changed," she said, expressing concern that the rise of online news might exacerbate the digital divide in South Africa, where, according to the 2022 census, 21% of households lack internet access, especially in rural areas.
This trend reflects a broader shift in news consumption patterns. According to the 2025 global Digital News Report by the Reuters Institute, social media users in South Africa, Kenya, and Nigeria are increasingly favoring news from online creators over traditional media, with 39% of South African respondents indicating they pay attention to news creators. This contrasts sharply with figures from Northern Europe and Japan, where engagement with news creators is considerably lower.
Valerie Keter's Impact in Kenya
In Kenya, Valerie Keter found her niche in news creation almost serendipitously when she reacted to the South African historical drama series, Shaka iLembe, in 2023. A history enthusiast, Keter was inspired to share her thoughts on the show's portrayal of African stories. Her reaction video quickly garnered attention, leading her to explore and share narratives from pre-colonial Africa across social media platforms. Today, her accounts on Instagram and TikTok showcase dozens of videos that have collectively amassed millions of views.
Keter's most popular video, titled "Why Europe Colonised Africa Easily," has attracted 3.7 million views on Instagram alone. She noted that her audience, primarily aged 25 to 34, appreciates the relatable format of her videos. "When they watch us, it's like they're watching their cousin, their sister," she said, emphasizing the informal nature of her presentations, often filmed in her kitchen or living room, contrasting sharply with the polished aesthetics of traditional media.
Social Media's Role in Democratizing News
Norbert Mburu, head of culture and media research at Odipo Dev, a Nairobi-based research firm, explained how social media has democratized news consumption in Kenya. He stated that younger generations, raised on mobile phones and the internet, naturally gravitate towards these platforms for news. "It became very natural for them," he remarked, highlighting the competitive environment where news creators now vie for attention alongside legacy media.
This shift is not just about accessibility; it's about engagement, authenticity, and relatability. As content creators continue to rise in prominence, they are engaging audiences in ways traditional news outlets struggle to replicate. With younger generations increasingly tuning into social media for information, the influence of these creators is likely to grow.
As platforms evolve and audiences change their consumption habits, the landscape of news in Africa is poised for further transformation. The emergence of creators like Jaxa and Keter is a testament to the shifting dynamics, indicating that the future of news may be less about institutions and more about individual voices.
Originally reported by The Guardian. View original.