How social media is turning African life into content at a cost

Nairobi, Kenya – When I walked away from a career in law and moved into what is now called content creation, the intention was simple: To share my art.

At the time, photographers in Nairobi were known for their work, their shooting style, subject matter and sometimes even the cameras they used.

When I joined the industry, it was clear that Instagram, Twitter (as it was then known) and Facebook would be platforms to share work, not oneself.

But there are few things more fluid than the internet. A decade later, many of us have become something entirely different. We are now content creators and influencers.

The model has shifted from being known for what you do to being known for who you are, how you dress, how you speak and even what you have for breakfast, whether tea, coffee or whatever OMAD (One Meal A Day) practitioners consume in the morning.

As it turns out, the way I live matters to other people. It influences how they live their lives. Brands have taken notice, to the extent of offering contracts to integrate their products into my life in ways that resonate with my audience. For years now, since 2018, that has been how I earn a living.

Across the world, social media has become a defining force in how people live their lives, particularly among younger generations, millennials and below. Africa is no exception. In urban centres, where mobile phone and internet penetration are high, the first thing many people reach for in the morning is a smartphone to check their social media feeds.

A Kenyan wakes up and checks WhatsApp. Before breakfast is over, they have already consumed information from across the world: A missing-person notice, a religious verse, a meme, a job link, a protest poster, a fake quote from someone who never said it, a dance challenge, a death announcement, a political insult, a YouTube tutorial, a screenshot from Parliament, a voice note from an aunt, someone’s holiday in Diani.