Natalie Tewa and Pulse Live dominate Instagram influencer engagement

Shogun Toranaga

New Lister
A report from Odipo Dev set out to understand the state of digital news consumption in Kenya by analysing close to 176,514 posts released in 2019 on Facebook and Instagram from a sample of 16 news media outlets.
One thing that came out clearly is that people still want the news. Even for younger audiences, news still serves the fundamental human need to connect people to the goings on of the world around them. However, the formats, topics of interest and channels of delivery have radically changed.

Below are some further findings from the study;

Establishment media is dominant on Facebook due to their prominent offline presence.
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As seen on Facebook, the outlets are forcing their offline medium and storytelling on to online platforms, but with very little success on Instagram. A key difference with Instagram is that it is dominated by personalities rather than organisations.
Instagram has a very specific aesthetic and persona that many newsrooms are struggling with, but influencers have perfected. To illustrate this point, look at what happens when a top-performing mid-tier influencer like Natalie Tewa is added to one of the Instagram graphs.

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