Online Reporter
Sukulwenkosi Dube-Matutu, [email protected]
AT just 28, Lincoln Magabo from Gwanda District is redefining rural storytelling —one Facebook post at a time.
Magabo, who was recently named Social Influencer of the Year at the Gwanda Awards and Business Summit, has turned his social media presence into a powerful community development tool, giving visibility to local talent, grassroots leaders and projects in Matabeleland South.
Through a Facebook page that has grown to more than 50 000 followers, with some posts reaching over a million users, Magabo uses humour and engaging content to discuss pressing community topics — from adolescent sexual and reproductive health to showcasing rising artists in the province. His audience is made up of mainly people aged between 25-34 years.
“I have decided to use social media as a vital tool for marketing Matabeleland South for global reach and coverage. My Facebook page might be in my name, but it belongs to the province,” said Magabo.
“I post anything that relates to Matabeleland South, be it development, talent, or leadership. We must market ourselves. If we don’t put our province on the map, who will?”
Magabo, who also works as a sexual and reproductive health (SRH) champion with the Zimbabwe National Family Planning Council (ZNFPC) in Matabeleland South, has infused comedy into his advocacy work. This allows him to educate communities while making complex or sensitive topics more accessible.
He said his journey started in 2020 when a video he had shared on WhatsApp went viral on Twitter, prompting followers to urge him to create a Facebook page.
Now, a voice for the voiceless in the province, Magabo uses his platform to highlight local chiefs, community champions and positive development milestones, countering negative stereotypes about rural areas.
“People think rural provinces are backward, but there is so much development happening here that the world needs to see. My mission is to empower young people by showing them that social media is not just for entertainment, but a tool for change.”
Magabo said social media offers youth a path to economic empowerment and personal growth through content creation, brand building and online networking.
“Young people can use digital platforms to showcase their creativity and talents, connect with others and even earn a living,” he said.
His long-term vision is to become a globally recognised content creator, collaborate with brands, and continue to amplify under-represented voices in his community. Winning the Social Influencer of the Year award, and being listed among the Top 20 Most Influential People in Matabeleland South in 2023, has only motivated him further.
“This recognition means a lot, it shows that what I’m doing matters. It pushes me to improve, diversify and remain relevant,” said Magabo.
He spends time researching local events, tracking trends and learning from other creators, to ensure his content resonates with a wide audience.
“It’s not just about going viral but being consistent, intentional and responsible with what you post,” he said.
