NBS Senior video journalist and content creator Ibrahim Sserengana, popularly known as 'Mr. Yefe Yefe', has opened up about his journey from working behind the camera to becoming one of the country's recognizable social media personalities.
Sserengana, who works as a video journalist at Next Media, said his rise to fame began unexpectedly through short comedy videos posted on TikTok.
The content creator revealed that he initially started producing skits inspired by everyday experiences in Kampala, including conversations at boda boda stages, market interactions, landlord-tenant disputes and other relatable urban experiences.
"That name started as a joke. Today, it's the reason my life changed," Sserengana said, referring to his now-famous nickname, "Mr. Yefe Yefe."
According to Sserengana, the phrase "Yefe Yefe" gained popularity after social media users repeatedly used it in the comment sections of his videos until it became synonymous with his online identity.
"People related to the content. They shared it and commented 'Yefe Yefe' under every video until the name stuck. On the internet, Ibrahim disappeared and Mr. Yefe Yefe was born," he said.
The popularity of his content has since elevated him from being a behind-the-scenes journalist to a widely recognized content creator and entertainer.
Sserengana said his newfound fame has opened doors to brand partnerships, event appearances and opportunities to inspire other young creatives looking to build careers in digital content creation.
"Brands started calling. Events started inviting. Young creators started asking, 'How do you do it?'" he said.
Despite his growing popularity, Sserengana insists that the essence of his content remains unchanged.
"I still film the same Kampala I grew up in. The humor is still our humor. The cultural vibes are still ours. I just have a bigger camera now, and more people watching," he noted.
He described Mr. Yefe Yefe not as a fictional character but as an amplified version of himself.
"Mr. Yefe Yefe is not a character I put on. He's Ibrahim, with the volume turned up, talking to all of Uganda one 30-second skit at a time."
His story reflects the growing influence of social media platforms in transforming ordinary individuals into influential digital personalities and highlights the increasing opportunities available within Uganda's expanding creator economy.
From capturing stories behind the camera to becoming the face of viral online content, Sserengana says his journey is only beginning.
"From behind the lens, to in front of millions. That's the story so far. And we're just getting started."
