Kampala, Uganda | ENTEBBENEWS.NET | Colline Wabomba is one of the many journalists who are using social media to reach audiences beyond the traditional newsroom, highlighting community challenges and sharing stories about people whose experiences may otherwise go unnoticed.
Colline’s move from the newsroom to digital media reflects changes in the media industry, where platforms such as TikTok, Facebook, Instagram and YouTube have created new ways for journalists and content creators to reach audiences.
“The media industry is changing, and we have to move with the times. Social media gives us an opportunity to reach people directly and tell stories that might otherwise go unnoticed. I saw an opportunity to use my experience in the newsroom to reach a wider audience and make a difference in people’s lives,” Colline says.
Social media allows creators to publish videos, interviews, news updates and human-interest stories directly to their audiences, sometimes reaching people faster than traditional media channels.
For Colline, this presents an opportunity to use digital platforms to draw attention to issues affecting individuals and families and connect their stories with people who may be able to offer support.
“Social media has brought the audience closer to the story. People can watch, comment, share their experiences and participate in discussions. When you highlight a challenge affecting someone, the story can reach people who are willing to help. That makes digital media a powerful platform,” he says.
He says his approach to digital influence is centred on giving people a platform to share their experiences and bringing public attention to challenges that might otherwise receive little notice.
“For me, it means using the platform responsibly to give people a voice. There are individuals and families facing different challenges, but sometimes their stories are never heard. If I can help bring their situations to public attention and connect them with people who can offer support, then I believe I am doing something meaningful,” Colline says.
Balancing influence and responsibility
The growth of social media has created opportunities for media personalities to build audiences outside traditional news organisations. However, the demand for regular and engaging content also places pressure on creators to maintain audience interest while protecting their credibility.
Colline says building a digital presence requires consistency, creativity and a commitment to sharing accurate information.
“Every new journey comes with challenges. Digital media requires consistency, creativity and an understanding of what audiences need. You also have to protect your credibility because people trust you to share information that is accurate. Building a digital presence takes time, patience and commitment,” he says.
Digital influence is sometimes associated with popularity and the potential to earn money through online content. Colline says these ambitions should be accompanied by a sense of responsibility towards audiences and the communities featured in the content.
“I believe influence should come with responsibility. There is nothing wrong with growing your brand and earning from your work, but we should also think about the people who follow us and the communities we represent. A good platform should entertain, inform, educate and, where possible, help change lives,” he says.
His view comes at a time when social media platforms are used not only for entertainment but also to share public information, promote businesses and draw attention to community concerns.
Colline believes content creators can use their platforms to contribute to these discussions and create opportunities for young people.
“Social media should be more than a place for entertainment. It can educate people, promote businesses, expose community challenges and create opportunities for young people. We should use these platforms to share useful information and encourage positive change,” he says.
Advice to aspiring digital creators
For young people seeking to establish themselves as digital influencers, Colline says building trust with audiences should take priority over the pursuit of overnight fame.
“Start with what you have, be consistent and learn every day. Do not focus only on becoming famous overnight. Build trust with your audience, respect other people and create content that has value. Most importantly, understand that your words and actions can influence other people’s lives,” he says.
Colline’s transition from the newsroom to social media reflects a broader shift in how media professionals can engage audiences.
While digital platforms offer wider reach and more direct interaction, their long-term value also depends on the quality and reliability of the content shared
