By Degraft OSEI
For centuries, Africa’s story has been shaped by outsiders—by colonial powers, foreign journalists, and global corporations. The narratives often painted the continent as a place of poverty and conflict, ignoring its diversity, creativity, and innovation. But today, social media offers a new avenue for Africans to reclaim their stories, share their perspectives, and shape their global image. Yet, despite this potential, systemic barriers persist, limiting the reach and impact of African creators.
As someone who grew up in Accra and later worked in London, I’ve witnessed how narratives can shape perceptions and opportunities. A single story, well-told, can change minds, attract investment, and inspire collaboration. But to harness this power fully, creators need platforms, tools, and systems that amplify their voices rather than silence them.
The Rise of Digital Storytelling
Social media platforms have democratized storytelling. Today, anyone with a smartphone and an internet connection can share their experiences, reaching audiences that would have been unimaginable just a decade ago. For African creators, this has opened doors previously closed by traditional media.
Musicians like Burna Boy and Tiwa Savage have used platforms like YouTube and Instagram to break into global markets, while hashtags like #AfricaRising have reframed the continent as a hub of innovation and growth. Creators are using TikTok to showcase everything from traditional dances to modern streetwear, blending local culture with global trends.
Yet, for every success story, there are countless creators whose voices remain unheard. Algorithms that prioritize content from high-value advertising markets often sideline creators from regions like Sub-Saharan Africa. A filmmaker in Nairobi may produce a compelling documentary, but without algorithmic support, their work struggles to reach global audiences.
The challenges of digital diplomacy
The barriers faced by African creators are multifaceted:
Algorithmic Bias Algorithms designed to maximize engagement often favor content that aligns with Western norms, sidelining culturally rich but less “mainstream” content from Africa.
Limited Monetization Opportunities Many platforms do not offer monetization options in African markets, leaving creators unable to earn from their work even when they gain significant engagement.
High Data Costs Internet access in many parts of Africa remains expensive, limiting creators’ ability to produce and share content consistently.
Lack of Access to Global Brands Brands often overlook creators from Africa, focusing their marketing budgets on regions with higher perceived economic value.
Lessons from My Career
My professional journey has underscored the importance of empowering underserved voices. At Creating Ground CIC, I worked to amplify the stories of marginalized communities in London, ensuring they had the tools and platforms to share their perspectives. At The Berkeley, leading sustainability initiatives required collaboration and collective action—principles that are equally applicable to digital storytelling.
Platforms That Make a Difference
Luupli is one of the few platforms attempting to address these systemic issues. By designing algorithms that prioritize diverse voices and creating monetization tools accessible to all, Luupli demonstrates what’s possible when equity is placed at the centre of platform design.
For instance, a storyteller in Accra can use Luupli’s tools to publish their work, connect with audiences globally, and earn royalties from content reuse. The platform’s emphasis on authenticity over virality ensures that creators are rewarded for their contributions, regardless of geographic location.
A Collaborative Path Forward
To fully realize the potential of digital diplomacy, all stakeholders must play their part:
Platforms must redesign their systems to promote equity. This includes creating algorithms that surface diverse voices, offering monetization options tailored to local contexts, and investing in digital infrastructure.
Governments must support creators through policies that reduce data costs, protect intellectual property, and incentivize investment in the creative economy.
Brands must recognize the value of authentic African stories and partner with creators on equitable terms. These collaborations can drive both cultural exchange and economic growth.
Creators must continue to innovate and push boundaries, using their platforms to challenge stereotypes and share nuanced narratives.
A Vision for Africa’s Digital Future
Imagine a world where African creators are celebrated not just for their cultural contributions but also for their economic impact. A filmmaker in Kigali could release their work to global acclaim, earning sustainable income without sacrificing their artistic vision. A fashion designer in Lagos could collaborate with a global brand, showcasing African creativity on international runways.
This vision is not just aspirational—it’s achievable. Platforms like Luupli, combined with supportive policies and partnerships, can make it a reality.
A Call to Action
The power of digital diplomacy lies in its ability to transcend borders and connect people. But to harness this power fully, we must address the systemic barriers that limit its potential. Platforms, governments, brands, and creators all have roles to play in building an equitable digital ecosystem.
As someone who has worked to empower communities and amplify underserved voices, I believe in the potential of African creators to shape the future of global storytelling. But they can’t do it alone. It’s up to all of us to ensure they have the tools, platforms, and opportunities they need to succeed.
Africa’s story is still being written. Let’s make sure it’s told by those who know it best.
Degraft Osei is the co-founder and chairman of Luupli, a revolutionary social media platform that empowers genuine self-expression and promotes authentic human connections. He has extensive experience in the hospitality, tourism and technology sectors in the United Kingdom. He can be reached via [email protected]
