How payments, videos, and storytelling are shaping Africa’s development future
Africa is often described as a continent of contrasts—deep challenges on one hand, and bold innovation on the other. Nowhere is this more evident than in the ways Africans are paying for goods and services, telling their stories through video, and using emotion as a tool to drive impact. Together, these trends carry important lessons for the development space and for Africa’s pursuit of greater autonomy from Western donor dependence.
A thousand ways to pay
Across Africa, payment systems are evolving rapidly. From Kenya’s M-Pesa to West Africa’s Orange Money and a range of mobile wallet solutions in Southern Africa, people are finding new, creative ways to transact. These innovations have grown not because of strong traditional banking, but because of its absence. Millions who were excluded from formal banking now participate fully in local economies.
This diversity in payment systems challenges old assumptions. Programmes no longer have to be designed with Western banking infrastructure in mind. Instead, they can tap into Africa’s digital financial ecosystems to move resources quickly, reach marginalised groups directly, and reduce inefficiencies. This lays the groundwork for greater financial self-reliance, a crucial step toward achieving autonomy.
From home videos to internet-first content
Africa has always been a hub for storytelling. Nollywood, Riverwood, and other homegrown film industries illustrate the appetite for stories that reflect everyday realities. However, the real disruption is happening online. Videos created for the internet, whether on YouTube, TikTok, or WhatsApp, are outperforming those made for television.
The reasons are simple. Online platforms are cheaper, more flexible, and more accessible than traditional TV. They allow creators to bypass gatekeepers, experiment with content, and reach audiences instantly. The democratisation of video content is transforming how Africans share their own stories.
For the development space, the lesson is clear: internet-first videos should no longer be an afterthought. Short, relatable, locally produced content can carry messages about education, health, or climate adaptation further than traditional campaigns ever could, especially among Africa’s overwhelmingly young population.
The power of emotional utility
What drives the success of online videos is not just format, but emotional utility. Content that makes people laugh, cry, or feel inspired tends to spread faster and stay in memory longer. Development messages, however, often remain stuck in technical jargon and abstract statistics.
By weaving emotional utility into their communication, organisations can make their messages resonate with real-life experiences. Instead of a report on food insecurity, a video could follow a farmer who adopted new practices and secured a better harvest. Instead of a policy brief on youth unemployment, a story could highlight a young entrepreneur building a business online. This is how complex development goals can be translated into relatable, shareable narratives that inspire action.
When viewed together, Africa’s diverse payment systems, internet-first video culture, and emotional storytelling point toward a bigger opportunity: the ability to build development models that are self-defined and self-sustaining. Digital payments make local fundraising viable. Online content platforms give African voices a global stage. Emotional storytelling builds local ownership of change.
If the development space embraces these shifts, Africa can move closer to charting its own course—less dependent on external donors, and more rooted in the creativity and resilience of its people.
