Africa's youth is driving a seismic shift in media consumption habits. According to the Reuters Institute online survey, 87% of young South Africans get their news online, and The Inquiry Survey found that 77% of respondents access their news on social media platforms as a main source.

Known as, "digital natives", many African young people access current event news through media platforms, making it a crucial tool for them to stay informed and connected. The ease with which they can access news through these media platforms ensures that keeping up-to-date is virtually effortless. Traditional media outlets are being forced to rethink their strategies.

The first roadblock is understanding what and how the youth is engaging with media and news outlets. Without putting this into consideration, many news platforms often miss the mark and lose the attention of a large demographic of viewers and readers.

 

How the Youth Perceives Media News

In the current political and social climate, the importance of accurate and trustworthy news is greatly prioritised by youth. With an increase in news-centred media platforms, the ability to distinguish between factual and "fake news" is fading, and often results in young readers feeling both overwhelmed and sceptical.

When the African youth pick up their phones or turn on their screens, they're instantly bombarded by article after article, causing many readers to become unsure of where to start.

Additionally, the content of the news they are subjected to often surrounds negative topics or feels irrelevant to their lives, leading to a lessening desire to engage with media that embrace this style.

 

What the Youth Wants From Media News

The African youth is seeking out media platforms that publish news that's relevant to their lives, interests and concerns. They want to be engaged, not just informed.

Digital natives want authentic, unbiased and transparent reporting that reflects the current complexities of their worlds. They're drawn to articles and platforms that avoid "fluff" or "buzzwords" and get straight to the point.

Articles that appeal to digital natives are ones that provide external links and sources, and include quotes or digital media (videos, images, infographics) from accredited people.

External outlets and opinions increase the article's trustworthiness, as they show that the topic being reported on has been thoroughly researched, not just thrown together for the sake of producing content.


How the Youth Engages With Media

Social media platforms have created several dynamic ways for the African youth to engage with news reporting, beyond simply reading an article and scrolling past. With options to repost, leave a comment, or forward an article, the youth are now able to participate by providing commentary through interactive content, conversations and debates in real-time.

Being able to stay informed is one thing, but having the ability to spread news beyond its original platform is what makes the African youth feel more capable of advocating for both themselves and the news reported on. They feel as if they have a voice, and that their voice is being heard.

The youth is also more inclined to veer away from traditional and well-established news platforms, and to rather veer towards smaller media outlets, peers, influencers and people with strong social or economic presence instead.

This ties into their preference for concise but conversational news reporting that maintains a relevant, inclusive and human-centric format.

 

Adapting to the Future of Media

So, how can media creators evolve and adapt to keep up with African youth? By prioritising relevance, authenticity, engagement and diversity, creators can build trust with young audiences and promote a more informed, empathetic and connected society.

Creators need to listen to the African youth and appeal to their interests and perspectives by producing news that is transparent, inclusive and fair.

They need to place digital interaction at the forefront by fostering dialogue and encouraging feedback, and they need to adapt to the ever-evolving newscape by applying innovative storytelling and experimenting with new formats.

By applying these tactics, news platforms and creators can prevent themselves from facing irrelevance, becoming a part of the African youth's journey to reimagine the future of news and building a more vibrant, diverse and dynamic media landscape.


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If you want more examples of staying ahead in Media, read Handing the Mic to the Future: A Youth Month Q&A With Kidversations Host Jodell Tantij.

*Image courtesy of Canva

**Information sourced from Reuters Institute for the Study of Journalism, The Inquiry Survey.