Africa's Youth Embrace News Creators Over Traditional Media

Across Africa, a significant shift in news consumption is underway, with young people favoring social media creators over traditional news sources. In South Africa, Nigeria, and Kenya, users are far more likely to follow online news influencers than their counterparts in parts of Europe and Japan, according to the 2025 Digital News Report.

South African influencer Amahle-Imvelo Jaxa pivoted to "current affairs enthusiasm" after her explainer videos went viral, realizing a disconnect with younger generations. She emphasizes her role as a translator of traditional media content, not a replacement. Her success, alongside others like Valerie Keter in Kenya who creates historical explainers, demonstrates the growing demand for accessible, engaging news formats.

In Nigeria, figures like Bello Galadanchi leverage platforms with millions of followers to offer satirical analysis and advocacy, impacting real-world issues. Analysts note that social media has democratized news creation, allowing influencers to compete directly with legacy media. This trend is fueled by a generation that grew up with digital technology, finding these newer storytelling methods more trustworthy and familiar.

The #EndSars protests in 2020 marked a turning point, with social media platforms stepping in to cover events when mainstream media faced regulatory pressures. This has solidified the trust in these new media avenues, particularly in urban areas where traditional broadcast consumption is declining.