Nollywood’s New Dilemma: Viral Marketing or Quality Storytelling?

Nollywood, the bustling heart of the Nigerian film industry, has grown tremendously over the years, becoming one of the largest film producers in the world. With this growth, the methods of promoting films have transformed drastically.

Gone are the days when a film’s success depended solely on word of mouth, VHS tapes, or limited cinema releases. In today’s digital era, filmmakers are expected to not only produce films but to also sell their ideas to an audience who demands continuous engagement. This shift has brought social media platforms like Instagram, Twitter, and TikTok to the forefront of film marketing.

However, this new era of content-driven promotion raises an important question: Is creating viral content the only way for a film to succeed, even if the film itself might not hold up to its promotional hype?

The rise of influencer culture and viral trends has become both a blessing and a curse for Nollywood. While it has allowed filmmakers to reach a broader audience, it has also created an environment where the promotional strategy sometimes overshadows the quality of the films themselves. Filmmakers now have to navigate this complex landscape, where the success of their movies can hinge on whether they can make a viral video on TikTok or a catchy dance trend on Instagram, rather than the actual substance of their films.

The Rise of Content-Driven Marketing in Nollywood

Before the advent of social media, Nollywood marketing was rooted in more traditional methods. Movie posters, flyers, and TV ads were the tools filmmakers used to create awareness about their films. The industry focused on stars—recognizable faces, strong plots, and cinematic appeal. Audiences flocked to the theaters to see their favorite actors, directors, and writers at work.

However, as social media platforms began to dominate, the film industry had to adapt. Nollywood filmmakers quickly recognized the potential of these platforms to reach a wider audience and build excitement about upcoming releases. Instagram, Twitter, and Facebook became vital channels for marketing, with filmmakers and actors taking to these platforms to engage directly with their audiences.

This shift gave rise to an era of content-driven marketing—where the emphasis was not solely on the film, but on creating engaging, shareable content that could go viral. Social media influencers, behind-the-scenes clips, film teasers, and even dance challenges became central to the marketing efforts of Nollywood films. The result? A new way of promoting films that has transformed the way audiences interact with the industry.

Social Media and the Changing Nature of Promotion

Social media platforms like Instagram, TikTok, and Twitter have made it possible for Nollywood filmmakers to engage directly with their audience, creating instant feedback loops. What used to be a one-way promotional strategy—where filmmakers hoped that their advertisements would convince an audience to watch the film—has become a two-way conversation. Filmmakers now have the ability to test the waters before the film’s release. Feedback on trailers, promotional content, and influencer endorsements can shape the final push to theaters or streaming platforms.

However, this new dynamic has also brought about a shift in what is valued in film marketing. It’s no longer enough for a film to simply be good; it has to be shareable, talkable, and, most importantly, entertaining on social media. Filmmakers are now under pressure to create content that will catch the attention of users on platforms designed for quick, digestible pieces of media. Short clips, dance challenges, viral soundtracks, and influencer-created content have become essential tools in a film’s promotional toolkit.

While some filmmakers may excel in this environment, others may struggle to keep up. The rising pressure to create viral content, even before a film’s release, can sometimes force filmmakers to prioritize content creation over film quality. A film’s success is now partially measured by its online buzz, even if the final product doesn’t deliver the same level of excitement.

Case Studies of Content-Driven Marketing in Nollywood

The shift towards content-driven marketing has been evident in many of Nollywood’s recent releases, with filmmakers and actors strategically using social media to generate buzz long before the films hit theaters. For instance, Funke Akindele’s “Everybody Loves Jenifa“, “”Toyin Abraham’s “Alakada Bad and Boujee”, and Mercy Aigbe’s “Thinline” have all employed this approach. These stars and their teams have been releasing content continuously—teasers, behind-the-scenes clips, and viral challenges—on social media well before the films’ official releases. This technique ensures the films stay top of mind for their target audience, using the viral power of platforms like TikTok and Instagram to generate anticipation.

On the other hand, Eniola Ajao made headlines in May 2024 when she awarded the controversial cross-dresser “”Bobrisky”” the title of ‘Most Dressed Female’ at the premiere of her film “Ajakaju”. The move sparked outrage and intense online debate before it was revealed as a publicity stunt. Despite the backlash, the event gained widespread attention, demonstrating how even negative publicity can be used as a marketing tool—proving the adage that “bad PR is still PR.”

Similarly, Basketmouth and MizVick sparked a dating rumor with a compromising photo, which turned out to be another strategy to promote their film “A Ghetto Love Story”. The controversial image fueled curiosity about the film, showing that sometimes the lines between personal lives, social media antics, and film marketing can become dangerously blurred, despite the raving reviews about the film.

Learning from Global Film Industries

Nollywood’s shift toward content-driven marketing mirrors trends seen in global industries, which have also grappled with balancing creative integrity and viral appeal.

Nollywood’s challenges with content-driven marketing are not unique; industries like Hollywood and Bollywood have faced similar issues. For instance, Hollywood has seen a rise in “event films” with massive viral marketing campaigns, such as Barbie and Oppenheimer, which utilized influencer partnerships and immersive digital experiences. Despite this, the most successful projects balance strong narratives with clever marketing. Nollywood can draw lessons from these industries, combining effective promotional strategies with the robust storytelling that has historically set it apart. This approach could ensure that the industry’s growth remains sustainable and artistically meaningful.

The Problem of Substance vs. Style

The major risk in this new marketing landscape is that films may get lost in the shuffle if they do not align with viral marketing trends. With the proliferation of TikTok dances, Instagram memes, and influencer-driven content, the emphasis has shifted from promoting the actual film to promoting an idea or a feeling associated with the film. This may result in films that are heavily marketed through viral content but lack the depth or originality that originally drew audiences to Nollywood.

Take, for example, a film that may have a fantastic storyline, but struggles to fit into the mold of what is trending on social media. Such a film may be overshadowed by another project that excels in viral marketing—even if its story is less innovative or its production values aren’t as high. Filmmakers who cannot adapt to the fast-paced world of viral marketing may find themselves sidelined, regardless of the quality of their work.

The question then arises: is a film’s marketing success now more about how much content can be churned out in a short period of time, or about the lasting impact of the movie itself? While viral moments can create a temporary surge of attention, they do not guarantee long-term success. Filmmakers who focus solely on promotional gimmicks may find that once the trend fades, so does the film’s relevance.

The Pressure on Actors and Filmmakers to Participate in Trends

One of the more visible aspects of content-driven film marketing in Nollywood is the increasing pressure on actors to participate in viral trends, even if it doesn’t align with their personal brand. Many Nollywood stars, such as Funke Akindele, Toyin Abraham, and others, have found immense success by engaging with their followers on social media. They’ve become more than just actors—they’ve turned themselves into influencers. This has allowed them to market their films in a way that feels personal, relatable, and even fun.

However, there’s a downside to this. As the demand for viral content grows, actors are often asked to step outside their comfort zones. For example, performing a viral TikTok dance or sharing personal moments that may not have anything to do with the film they are promoting. While this can help create visibility, it also places a strain on the actor’s image and may even detract from their professional work. A dancer on Instagram can attract millions of views, but a well-made film may struggle to match that level of engagement.

This shift in marketing practices can ultimately impact the integrity of the work. When the focus is placed on creating viral content rather than the quality of the film itself, the line between personal brand and professional work becomes blurred. The risk is that filmmakers, actors, and influencers may focus more on being “liked” than on creating lasting, impactful art. This can lead to films that have the right promotional materials but lack the substance to hold the audience’s attention once the viral moment fades.

The Cost of Chasing Trends

For filmmakers and actors, chasing viral trends can be expensive. It requires time, resources, and often a shift in focus. Producing content for Instagram and TikTok is not cheap. Filmmakers now have to invest not only in the production of their films but also in creating shareable, viral content. This has made marketing campaigns increasingly complex and multi-faceted. Films are no longer just promoted through trailers and posters, but through a constant stream of social media activity.

For smaller filmmakers or those with limited budgets, this can be a major disadvantage. The competition is fierce, and the pressure to constantly produce content for social media can detract from the focus on creating a quality film. While the larger, more established filmmakers may have the resources to hire social media teams, smaller filmmakers may struggle to keep up, thus further compounding the disparity between large-budget, high-visibility films and smaller, more niche projects.

What Does This Mean for the Future of Nollywood?

The rise of content-driven marketing is unlikely to slow down. As social media continues to evolve, filmmakers will need to adapt to new platforms and trends to stay relevant. However, this shift towards viral content also raises important questions about the future of Nollywood.

Will the industry continue to focus on creating engaging social media content at the expense of the films themselves? Will we see more films that are created solely for the purpose of generating social media buzz, rather than creating meaningful, original cinema? Or will filmmakers find a balance, using social media to promote films while still keeping the quality of the content intact?

In an interview with Niyi Akinmolayan, he expressed his frustration with the process: “I really just want to make films…and even though I’m really good at getting everyone excited about seeing my film, it takes too much time and energy I could be using for other stuff.””This sentiment reflects the growing pressure on filmmakers to balance quality filmmaking with the constant demand for social media engagement.

The future of Nollywood film marketing is uncertain, but one thing is clear: the role of social media is here to stay. Filmmakers who can balance content creation with substance will likely lead the way, while those who solely chase brilliant storylines may struggle to remain relevant. Ultimately, it will be the films that create lasting emotional connections with their audiences that will endure, regardless of how many viral TikTok dances accompany them.