Nollywood has come a long way from the days of posters on street corners and aggressive trailers. Back then, promoting a film was about word of mouth at a local video club, a catchy title, and ad slots just before the film.
Now? It’s almost all about the clicks, the likes, and the hashtags. Instagram, TikTok, and Twitter (sorry, X) are the new tools of the trade, turning marketing into a game of trends and virality. But is this the best way forward?
Back in the Day
While growing up, some of us might remember the hand-painted movie posters that once dominated walls and kiosks. Back in the 1990s and early 2000s, when Nigerian cinemas were booming, the poster was king!
Films like Living in Bondage and plays adapted for the screen from theatre troupes relied heavily on these visual campaigns. Posters often showcased exaggerated images. This reminds me of what Dika Ofoma (A Quiet Monday) plays in his soon-to-be-released short film, God’s Wife.
Like his, they were dramatic, colourful, and hard to miss.
Radio, TV, and Vibes
Radio and TV ads added to the excitement. They were usually extremely aggressive with strong effects. Some of us can even sing the ad tunes of some upcoming films. It was something.
By the time video rentals and Alaba Market took over in the 1990s, the industry relied on VHS covers and word-of-mouth. Though simple, these methods worked because they were connected to the people.
Marketing was straightforward: posters caught your eye, adverts aired between TV shows, and your mum’s friend could swear on her late father’s name that the film was worth watching.
It wasn’t perfect, though. Films rarely reached audiences outside Nigeria, and tracking success was more about gut feelings than actual data. Then the internet showed up, and everything changed.
One thing for sure is, that selling the story wasn’t our priority. It was more about plastering popular faces in our faces, making a noise about how good the film is, and that you should “Grab your copy now” with several exclamation marks.
The interesting thing is, it has always worked, and it still works! Selling the story is not just our vibe. That’s one reason why celebrity culture is very relevant in selling a film today.
However, that’s not how it’s supposed to be.
Now:
Welcome to the Social Media Era
Fast-forward to today, and Nollywood film marketing is living its best digital life. Social media platforms have replaced posters, jingles, and ads, and filmmakers are now teasing their movies online to millions of followers.
Filmmakers aren’t just selling movies anymore—they’re building hype, one post at a time.
Take Funke Akindele, for example. She’s practically the poster child for Nollywood’s social media revolution. With millions of followers and a knack for viral content, she’s mastered the art of making films trend.
Remember Omo Ghetto: The Saga? It wasn’t just the movie that had people talking—it was the behind-the-scenes clips, the dance challenges, and the teasers Funke posted that made it a hit. She even combined good old street marketing with online buzz—spending ₦20 million on lamp post ads—for A Tribe Called Judah. The result? Box office gold. And she’s doing the same, and more, with her December 13 film, Everybody Loves Jenifa.
Other previous examples are Kunle Afolayan’s The CEO, which created intrigue with cryptic teasers, while King of Boys became a Twitter sensation with hashtags like #KingOfBoys. Social media doesn’t just promote the films; it creates a community of fans who feel part of the process.
But Are We Overdoing It?
The Good, the Bad, the TikTok
Social media has made it easier than ever to promote films. A single viral TikTok challenge can do what a hundred posters couldn’t. But let’s be honest—it’s not all rosy.
Here’s where things get tricky. Social media is great for quick buzz, but sometimes it feels like Nollywood is leaning too much on shallow stunts. A TikTok challenge might get people dancing, but does it make them care about the story?
It’s a bit like those over-the-top posters from back in the day—they grab attention but don’t always deliver substance. We have examples, films like The Wedding Party and Sugar Rush, and almost everything ‘Funke Akindele Productions’, have used these viral trends effectively, but not every movie can replicate their success.
And then there’s the backlash. Social media is unpredictable. One wrong caption, or misstep, and your entire campaign can spiral into a PR nightmare! Plus, focusing too much on trends can make a film feel forgettable once the buzz dies down.
And of course, everything is always subject to change. All Nollywood has done so far is digitalize with a bit more finesse, how they create a buzz about their film. It’s the same old formula, with a sprinkle of social media.
So, What’s the Way Forward?
Don’t get me wrong, social media marketing is amazing for Nollywood. But maybe it’s time to use it a bit smarter. Here’s how:
Tell the Story: Instead of focusing only on trends, give us something deeper. Share behind-the-scenes moments, character insights, or even a sneak peek of the script (especially the script, please! 🥺) Make us care about the film, not just the hype, not just the actors. Eventually, we notice when a film is built up on star power rather than the essence of the story.
Keep It Real: Audiences love authenticity. Forget the overproduced posts—let’s see the real you, the real story, and the real vibe of the film.
Mix It Up: Why not combine the old and the new? Funke Akindele does this well, pairing her viral social media campaigns with street-level promotions. A lamp post poster here, a live Q&A there—it’s all about balance.
Build a Community: Use your platforms to interact with fans. Host live chats, run polls, or share fan art. Make your audience feel like part of the process.
Wrapping it up
Nollywood has always been about innovation, from the days of theatre troupes to the rise of streaming platforms like Netflix. Social media is just the latest tool in its marketing arsenal. But it’s not just about getting people to hit “like” or “share.” It’s about creating connections that last beyond the trends.
But at the heart of it all, it’s the stories that make Nollywood special. Social media should amplify those stories, not overshadow them. With a smart, balanced approach, the industry can continue to grow, winning fans at home and abroad.
Because at the end of the day, whether it’s a poster or a hashtag, it’s the film that stays with you—not the hype.
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