Social media and cultural identity among African youth

Social media refers to online platforms and applications that allow individuals and organizations to create, share, and interact with content and other users in real-time.

These platforms, such as Facebook, X, Instagram, TikTok, and LinkedIn, facilitate communication, collaboration, and content creation through various forms, including text, images, videos, and live streams.

Social media allows users to establish connections, engage in discussions, and share their experiences with a global audience, making it a powerful tool for both personal expression and business promotion.

Beyond personal use, social media has become an essential tool for marketing, branding, and customer engagement for businesses and organizations. It enables companies to connect directly with their target audience, build brand awareness, and gather real-time feedback.

Social media also plays a significant role in news dissemination, activism, and public discourse, shaping opinions, influencing trends, and even driving social change. Its widespread use and influence have transformed how people interact with information, culture, and one another.

In Lagos, Nigeria, a group of young dancers grooves to an Afrobeats track, their moves captured and streamed live on Instagram. In Nairobi, Kenya, a content creator posts a TikTok video showcasing Maasai beadwork. Meanwhile, in Accra, Ghana, a Twitter thread delves into the history of Kente cloth, sparking a conversation on cultural appropriation.

Across Africa, social media platforms have become vibrant stages where cultural identity is celebrated, redefined, and sometimes challenged by the continent’s youth.

Instagram’s visual appeal has made it a popular platform for African youth to showcase traditional attire, food, and ceremonies. The hashtag #AfricanCulture trends frequently, filled with images of colourful gele headwraps, South African Zulu beadwork, and Ethiopian coffee ceremonies. For many young Africans, Instagram serves as a digital gallery celebrating cultural pride while connecting them to a global audience. However, some critics argue that this portrayal often glamorises culture, reducing it to aesthetics while neglecting its deeper societal significance.

TikTok’s algorithm rewards creativity, and African youth have embraced the platform to revive traditional dances, songs, and languages. Viral challenges like the #JerusalemaDance or Amapiano trends have not only showcased Africa’s rich dance culture but have also inspired global participation. However, TikTok has also sparked debates about the authenticity of cultural representation, with some arguing that the platform’s emphasis on trends risks oversimplifying or misrepresenting traditions.

Twitter has become a think tank for African youth, providing a space for conversations on cultural identity, history, and social issues. Hashtags like #AfricanHistory and #BlackExcellence trend frequently, fostering debates on topics ranging from colonial legacies to modern cultural innovation. Youth activists use the platform to advocate for the preservation of indigenous languages and to challenge cultural stereotypes.

However, the fast-paced and opinionated nature of Twitter often leads to heated arguments, where nuanced discussions can get lost in viral outrage.

Although often associated with older audiences, Facebook remains relevant among African youth, especially in rural areas. Groups dedicated to specific cultural communities, such as Yoruba Heritage or Swahili Poets, thrive as hubs for sharing stories, traditional recipes, and local events. Facebook’s role in promoting cultural identity is particularly significant in diasporic communities, where youth use it to stay connected to their roots. However, the spread of misinformation about cultural practices is a growing concern.

YouTube has become a treasure trove of African cultural content, from tutorials on traditional hairstyles to documentaries on ancient kingdoms. Young content creators like Ghana’s Wode Maya and Nigeria’s Tayo Aina have garnered millions of views by showcasing Africa’s diverse cultures and landscapes.

The platform allows for in-depth storytelling, giving youth the tools to document and educate others about their heritage. However, creating high-quality content often requires resources that not all creators can access, leading to a digital divide.

WhatsApp remains a favourite for family and community communication across Africa. From sharing audio prayers in Hausa to sending images of wedding ceremonies in Igbo, WhatsApp keeps cultural traditions alive in everyday interactions. Group chats are often used to plan cultural events and share folklore, ensuring that traditions are passed down in a digital format. However, the private nature of WhatsApp can also lead to the unchecked spread of cultural myths or biases.

Snapchat and emerging platforms like Threads and BeReal are primarily used for fleeting content. While they offer opportunities for self-expression, critics argue that their ephemeral nature may not lend itself to preserving cultural heritage.

Nevertheless, African youth continue to explore creative ways to integrate their identity into these platforms, often blending tradition with modernity in unique ways.

Social media has undeniably empowered African youth to celebrate and share their cultural identity on a global stage. However, the commodification of culture for likes and shares presents a double-edged sword. Authenticity can sometimes be overshadowed by the pursuit of virality, and the rapid pace of trends can reduce rich traditions to fleeting moments.

To ensure that cultural representation on social media is both authentic and impactful, African youth must strike a balance between celebration and preservation. Platforms should be leveraged to document traditions, educate global audiences, and foster meaningful cultural exchange. By doing so, social media can continue to serve as a powerful tool for defining and reclaiming African cultural identity in a digital age.

In the words of Nigerian author Chimamanda Ngozi Adichie, “Culture does not make people. People make culture.” Through social media, African youth are not only preserving their culture but also reinventing it for future generations.