Adrian Oluoch never imagined himself as a public figure. In his second and third year of law school, he wanted to keep his head down, focus on his studies, and stay private.
But curiosity nudged him online, pulling him into a wider wave of “newsfluencers” — creators who blend journalism with digital storytelling to meet audiences where they are.
In less than two years, Adrian had built a loyal following by breaking down legal and news stories in ways ordinary people could understand. Invitations to podcasts followed. Television shows came calling. Town halls wanted him on their panels. His personal page had become a Launchpad into the world of newsfluencing.
Adrian’s training as an advocate shapes everything he does online. He knows how complicated the legal world can be, and he has made it his mission to translate that complexity into something accessible.
“Most of my content is not geared towards technical advice or trying to sound smart, but simplifying things in the most engaging and acceptable way for the random person who comes across it,” he says.
Adrian’s audience trusts him. Comment sections on his videos quickly turn into spaces for follow up questions about entirely different legal issues. Sometimes students reach out for research help, other times Kenyans for clarification on their cases or issues highlighted in mainstream news.
When it comes to choosing what to cover, he is deliberate.
“Controversial stories,” he says plainly.
“Media attention is currency. You cannot get people’s attention talking about boring, technical, non trade stuff. Criminal cases, murder cases, impeachment processes, such things. Before I decide to post something, I have already made that absolute decision that I cannot walk away from it,” he says.
Adrian Oluoch during an interview at Nation Centre in Nairobi on September 16, 2025.
Photo credit: Dennis Onsongo | Nation Media Group
“The only way to have good news is to collaborate with online creators,” he argues. “You cannot just ignore people who have built that kind of influence and niche.”
He does not think digital creators are killing journalism, but instead he sees them a splaying a complimentary role. Short videos give audiences the gist, while full articles provide depth.
“Mainstream media will still exist. But the people who will have the most influence will be young people. Now that attention spans are changing, news creators will carry a lot of weight.”
Jacob Okello, a multimedia journalist at Nation Media Group, says the rise of newsfluencers is tied to changing habits and the dominance of smartphones.
“Most people nowadays spend their time on their phones rather than on TV or radio,” he says. “We have to go where our audience is.”
Audiences want information delivered quickly, clearly, and in relatable ways. “Rather than watching TV for 30 minutes, what if I can summarise that news for you in three minutes?” Okello asks.
Consistency, trustworthiness, and factual accuracy are the pillars of success. “The word newsfluencer is a merger of news and being influential,” he explains. “When people trust you online, they believe what you are telling them is factual.”
Unlike traditional broadcasts, TikTok news often blends storytelling with humour and conversational language. “News doesn’t have to be serious all the time,” Okello says. “You can present news and still entertain your audience.”
Entertainment, crime, and politics perform well online, especially when tied to trending conversations. But Okello insists creators must verify information before publishing. “We are journalists. We are not just creators who entertain,” he says.
The speed of digital platforms gives creators an edge. “When something breaks online, we tell our audience immediately in a way they understand,” Okello says.
Still, the fast pace raises concerns about misinformation and sensationalism. Okello acknowledges the criticism but maintains accuracy is central. “We are not here to chase views,” he says. “We are here to inform our audience.”
For Cyprian Musila Walekhwa, TikTok is no longer just about dance trends. It has become a space where young Kenyans engage with politics and governance in real time.
His shift into current affairs was shaped by the June 25 anti Finance Bill protests, which sparked widespread political engagement among young people online.
“That is what really pushed me to start doing current affairs stories,” he says. “I realised what is happening in our country is not just about the older generation. It is about the current generation and the generation to come.”
Walekhwa says many young people had distanced themselves from politics, leaving national conversations to older generations. TikTok changed that.
“If we don’t understand the current happenings in our country, then we are failing as young people,” he says.
TikTok’s appeal lies in speed, simplicity, and accessibility.
“On TikTok, something happens right away and it is posted immediately,” he says. “People want short, clear and simple language.”
Political stories perform strongly because young people now see politics as directly affecting their lives.
“Young people are now getting to understand that politics is not just for the older generation,” Walekhwa says. “Actually, we are part of these politics and we need to change what is happening in our country.”
Beyond politics, entertainment and lifestyle stories also attract engagement. But accuracy remains critical.
“You need to verify and verify again to make sure that as much as it’s on TikTok, it is true,” he says.
“Sometimes you are multitasking and in a hurry,” he says. “You need to take your time well so that you don’t misinform people.”
Walekhwa believes TikTok has significantly changed how Kenyans engage with national issues, particularly among Gen Z audiences.
“People are now on TikTok trying to explain issues in a language people understand,” he says.
Even as creators compete for attention, he avoids sensationalism.
“I would rather have two views with a verified and accurate story than a million views with fake information,” he says.
Together, Adrian, Okello, and Walekhwa represent a shift in how news is consumed and produced. They are not abandoning journalism’s core values but adapting them to new platforms.
Adrian simplifies law for everyday audiences. Okello blends humour with factual reporting. Walekhwa turns TikTok into a civic classroom. Each is reshaping the relationship between news and its consumers.
Traditional media houses are pushing into TikTok too, but the creators already there are setting the pace. They are fast, relatable, and trusted. They are building communities around information.
The challenge remains accuracy in a space that rewards speed. But for these newsfluencers, credibility is the currency. And in a world where attention spans are shrinking, they are proving that journalism can survive and thrive in three minutes or less.
