In recent years, social media has become an essential tool for African women seeking political office. Platforms like Twitter, Facebook, Instagram, and WhatsApp have allowed female politicians to bypass traditional media gatekeepers and directly engage with voters. This democratization of political campaigning has been a game-changer, enabling women to build their political profiles, mobilize support, and share their messages across wide demographics at minimal cost.
In this article, we will explore how African women are using social media for political campaigns, the challenges they face, and the broader implications for women’s political participation across the continent.
The Growing Role of Social Media
According to a report by We Are Social and Hootsuite, Africa had 530 million internet users by the start of 2023, with social media penetration reaching 19.4% of the population. While this figure may seem low compared to global averages, it represents a significant increase in connectivity on the continent over the past decade. For women in politics, this increase in social media users provides an important tool to reach previously inaccessible voters, particularly in regions where traditional media has limited reach.
For example, in Kenya, a country where social media plays a significant role in political campaigns, 7 million people are active on Facebook, with a growing number of users on Twitter and Instagram. During the 2022 general elections, several female candidates, including Esther Passaris, the Nairobi Woman Representative, leveraged these platforms to reach out to younger voters, share policy ideas, and counter disinformation. In many cases, these online campaigns proved more cost-effective than traditional methods such as billboards and radio advertisements.
Social Media as a Platform for Empowerment
For African women, social media serves as more than just a campaigning tool; it is an empowerment platform. Women in politics have historically faced numerous barriers, such as limited financial resources, lack of access to traditional media, and cultural biases. Social media offers them an opportunity to sidestep these challenges.
In Nigeria, where women represent only 6.4% of the National Assembly, female politicians are using platforms like Twitter and Facebook to close the gap. During the 2019 general election, candidates like Aisha Yesufu, a prominent social activist and political candidate, used social media to mobilize voters, discuss policy proposals, and highlight the need for greater female representation in government.
Social media also allows African women to engage in direct and real-time dialogue with voters. This is particularly important in rural and underserved areas, where traditional media may not be as accessible. A study by The African Development Bank found that digital platforms increased voter engagement by 17% in these regions. For many women, this level of engagement would be impossible without the use of social media.
Building Communities and Mobilizing Support
One of the greatest strengths of social media is its ability to connect people. African women are using this feature to their advantage, building communities of supporters who help amplify their campaigns. Online communities are often critical in fundraising, event organizing, and voter mobilization.
For example, in South Africa, where the proportion of women in parliament stands at 46%, female candidates in local elections used social media groups on platforms like WhatsApp to mobilize supporters. They created grassroots digital communities that not only spread campaign messages but also facilitated in-person events like town halls and voter registration drives.
In Uganda, Bobi Wine, a male politician, pioneered using WhatsApp and Facebook groups to build grassroots support, which was soon adopted by female politicians as well. The low cost of using these platforms makes them accessible even for those without significant financial backing, providing women with an affordable way to organize their campaigns.
Fighting Gender-Based Online Harassment
While social media offers numerous opportunities, it also exposes female politicians to significant risks, particularly gender-based harassment. A 2021 report by Amnesty International found that 23% of African women in politics who are active on social media experienced online violence or abuse. This harassment is often aimed at discouraging women from participating in political discourse and can have a chilling effect on women’s participation.
Female politicians across Africa have reported receiving sexist remarks, threats, and insults on platforms like Twitter and Facebook. This form of digital violence not only affects their mental health but also undermines their credibility and political efforts. Women like Julius Malema, an outspoken South African female politician, have openly discussed the toll online harassment takes on their lives.
Despite these challenges, African women are not backing down. Many are pushing back by creating supportive networks and calling for stronger regulations from social media companies. In countries like Ghana and Nigeria, female politicians have also launched online campaigns to raise awareness about gender-based online violence, demanding greater protections for women in the digital space.
Changing the Narrative: From Representation to Leadership
For many African women, social media is about more than just getting elected—it’s about shaping the political narrative and influencing policy decisions. Through platforms like Twitter and YouTube, women are positioning themselves as thought leaders on important issues like healthcare, education, and gender equality.
One of the most well-known cases is Dr. Oby Ezekwesili, a former Nigerian minister and co-founder of the #BringBackOurGirls movement. She used Twitter to advocate for the safe return of the abducted Chibok schoolgirls and held the Nigerian government accountable. Her digital activism attracted international attention and galvanized public support for the cause, highlighting the power of social media in driving political change.
In Rwanda, where women make up 61.3% of the national parliament, female politicians are using platforms like Twitter to advocate for women’s rights and gender equality policies. This representation has helped to change perceptions of women in leadership across Africa and inspired more women to enter politics.
The Future of African Women in Politics: A Digital Revolution
The increasing penetration of social media in Africa is opening up new opportunities for women to participate in politics. While internet access remains uneven across the continent, mobile phone adoption is rapidly growing, with 84% of Sub-Saharan Africa’s population projected to have mobile internet access by 2025. This growth will further enhance the role of digital platforms in political campaigns.
As more African women embrace social media, they are changing the political landscape. By engaging with voters, sharing their stories, and challenging traditional power structures, women are not just participating in politics—they are leading the way toward a more inclusive and equitable future.
Conclusion
Social media has become a vital tool for African women in politics, offering them a platform to bypass traditional barriers, engage directly with voters, and influence policy discussions. While online harassment and other challenges persist, the rise of digital platforms is empowering women to take control of their political narratives and lead change across the continent.
As social media usage continues to expand, African women’s influence in politics will likely grow, inspiring future generations to take up the mantle of leadership and make their voices heard. Through these digital spaces, African women are reshaping the political discourse and advocating for a more inclusive political environment across Africa.
