Rwanda’s social media landscape has transformed into a complex mix of commerce, communication, and contention. Platforms like YouTube, TikTok, and X have become venues for heated exchanges, where sensationalism and inflammatory content often drown out meaningful discourse. While some social media personalities—many posting anonymously—reap financial rewards through high engagement, this success often comes at the cost of eroding civility and mutual respect online.
In Rwanda, the term “influencer” generally refers to individuals with significant online followings who shape public opinion, consumer habits, and even social attitudes. Ideally, these influencers are seen as credible, relatable, and integral to the communities they engage, offering insights into trends, lifestyles, or vital information. However, the current online landscape tells a different story. Many individuals now blur the definition of “influencer” as they chase attention through divisive or controversial content, casting a shadow over Rwanda’s social media sphere.
This trend was particularly evident during the recent presidential election season. Social media personalities were invited to meet with the president as part of the campaign—a gesture intended to foster positive engagement. However, among those invited were individuals known more for notoriety than constructive influence, sparking public debate on what values should represent Rwanda’s social media community and raising questions about who truly qualifies as an influencer.
Despite these complexities, social media’s economic potential remains undeniable. Monetization has enabled genuine content creators to earn an income and provided businesses new avenues to reach audiences. Companies increasingly rely on influencers to connect with consumers effectively, as marketing expert John Magara notes. Influencers are valuable because they build trust and credibility with their followers, making them ideal brand representatives. However, brands must carefully vet these influencers to ensure they align with company values and uphold a positive image, beyond mere follower counts.
Challenges arise when brands partner with influencers who produce controversial content. To capture attention, some influencers engage in sensational tactics, creating tension for brands that wish to maintain a respectable image. This balance highlights the need for responsible creators who can engage and influence without resorting to shock value.
The Rwanda Investigation Bureau (RIB) and Rwanda National Police (RNP) have both taken firm stances against social media misconduct, addressing issues such as cyberbullying, harassment, and misinformation. RIB recently prosecuted a YouTuber for publishing rumors and slandering media personality Jolly Mutesi and detained another and charged with using words that might instigate divisionism, abuding cannabis, ccyberstalkingsuch as slandering popular musicians The Ben and Meddy.
Article 39 of the cyber law states that any person who, knowingly and through a computer or a computer system, publishes rumors that may incite fear, insurrection, or violence amongst the population or that may make a person lose their credibility, commits an offence.
RIB spokesperson Thierry Murangira emphasized, “RIB will not tolerate anyone abusing the law,” underscoring the agency’s commitment to tackling online harassment and defamation. Social commentator Fiona Kamikazi captured public frustration in a tweet: “The level of toxicity on Rwandan social platforms is alarming. How did we reach this point? RIB issues warnings nearly every week due to people’s behavior online. What happened to engaging content that isn’t overtly harmful or disrespectful?”
The Rwanda National Police (RNP) has also raised concerns about misinformation, which can have far-reaching consequences. RNP spokesperson Assistant Commissioner of Police (ACP) Boniface Rutikanga warned that misinformation could potentially lead to serious problems, even threatening security or inciting unrest. He cited examples of individuals who posted old videos to attack the institution, misleading the public into believing these were recent events.
The allure of monetization and social validation on these platforms has fueled a cycle of sensationalism, leading audiences to favor divisive or superficial content over meaningful discussions. Influencers, both genuine and self-proclaimed, cater to this demand, often sacrificing quality to chase engagement.
Toxic content isn’t limited to influencers; it has also permeated journalism. Some tabloid journalists and YouTubers have adopted provocative styles, focusing on scandal rather than substance, further contributing to the hostile digital climate. Isabelle Sindayirwanya observed, “Critics and naysayers are more skilled when it comes to deforming the truth. They say 20% truth and 80% lies, and it can be triggering.” Her comment highlights growing public concerns about media responsibility and its impact on Rwanda’s online environment.
Meanwhile, social media’s influence extends to Rwanda’s institutional communication, as well. Unlike other East African countries that often prioritize traditional media, Rwandan institutions increasingly use social media to connect with citizens directly and quickly. Cabinet resolutions, for instance, are often posted on X in brief summaries, providing immediate updates but sometimes lacking the depth of official statements. While this approach aligns with global trends favoring fast and accessible information, it can also open the door to misunderstandings.
An example of this trend can be seen in how the President’s office manages public communications. The office seldom issues formal communiqués or detailed statements, instead sharing brief snippets of speeches, a few images, and highlight videos. This limited approach leaves few details on his engagements for public consumption and reflects a broader shift across institutions, where brevity often replaces comprehensive messaging.
However, there are exceptions like the Rwanda Defense Forces and Police that issue comprehensive statements. They only use social media to amplify or disseminate their communiques.
Rwanda’s social media landscape now faces a dual challenge: harnessing digital platforms for social and economic good while curbing the negative impacts of sensationalism, toxicity, and misinformation. As the line between authentic influencers and self-serving personalities continues to blur, Rwanda’s digital community stands at a pivotal point, calling for both individual responsibility and a collective effort to create a respectful, constructive online space.