Social media has become a large marketplace. From the streets of Twitter to the roads of Facebook and the highways of Instagram, it has become a critical platform through which many sell their products and services to the world. To be heard above the noise, an entertainer must be incredibly creative and innovative in selling their ‘products’. Over the years, some entertainers have excelled in this regard and their marketing stunts/gimmicks have left many curious and amused at the same time, ultimately leading to bumper sales and patronage. TOFARATI IGE takes a look at how they do it
Funke Akindele
Actress and filmmaker, Funke Akindele, is apparently not only good at acting and making movies, she also knows how to sell a product well.
Her 2023 movie ‘Tribe of Judah’ unsurprisingly became the first Nollywood movie to gross N1 billion. at the ticket office.
In the run-up to the premiere of the film on December 15, 2023, Akindele took to social media to promote the film using a host of branded items including T-shirts, water bottles, caps, sweaters and shoes.
The ‘Jenifa’ actress also enlisted the help of most of the actors in the movie including Timini Egbuson, Tobi Makinde, Jidekene Achufusi, Olumide Oworu, Genoveva Umeh, Uzee Usman, Nse Ikpe-Etim and others to shoot several social media promos . Their antics had the desired effect as many film lovers waited with bated breath to enjoy the film. When it was finally released in cinemas, Nigerians trooped out in droves to watch the film, leading to record numbers.
Akindele who has adopted the practice of releasing his blockbuster movies around the Christmas and New Year holidays is set to do it again this year. Films she has released in a similar pattern include ‘Omo Ghetto: The Saga’ and ‘Battle on Buka Street’.
In recent times, she has been teasing her social media fans with content promoting her upcoming film, ‘Everybody Loves Jenifa’. The film is a spinoff of her popular character and alter ego, Jenifa, and is set to premiere on December 13, 2024.
Those who have joined her in making content for the movie include Falz, Hilda Baci, Jackie Appiah, Patience Ozokwor and Stan Nze.
A movie enthusiast, Bayo Sogunle, applauded Akindele’s marketing skills. He told Saturday Beats, “Funke Akindele’s marketing gimmicks are nothing short of genius. There is no way she will release a movie and people won’t know about it. For several months, she would have saturated the media space with various kinds of content. She is a really hard worker and she has enjoyed the results of it.”
Nasboi
Nasiru Lawal aka Nasboi, a comedian known for his social media content, has also skillfully harnessed social media trends to propel his music career, showcasing a unique blend of humor and artistry. Known primarily for his comedy sketches, Nasboi has deftly transitioned into the music scene, using the very platforms that fueled his comedy success to promote his songs.
Before releasing his song, ‘Umbrella’ featuring Wande Coal in November 2023, he went on a social media blitz and made sure many people knew about what was to come. He was enthusiastically supported by his colleagues on the social media, many of whom shot skits with him and independently to promote the song.
Entertainers who joined him in promoting the song include D’banj, Mr Macaroni, Taaooma, Brain Jotter and Sabinus,
He even had an ‘Umbrella’ dance to the song and videos of fans recreating it went viral on various social media platforms.
Apart from popular people, Nasboi also enlisted the help of average Nigerians such as suya sellers and even cart pushers to ‘publicize’ the song.
Some months later, when he released another song titled ‘Small Money’, he resorted to his usual playbook and used social media trends to promote the track. And like magic, it worked again!
When a veteran singer, Baba Fryo took to social media to threaten Nasboi for sampling the lyrics of his song, ‘Denge Pose’ in the upcoming song, people familiar with the comedian’s antics smelled a rat. It actually turned out to be part of the promotion of the song, as Fryo and Nasboi appeared in a skit together soon after.
A hallmark of Nasboi’s promotional strategy is his ability to capitalize on viral trends. By creating catchy, relatable content that resonates with his audience, he has successfully turned fleeting social media challenges into marketing gold.
He has been known to take advantage of popular TikTok challenges, inviting fans to make videos that incorporated snippets of his songs.
His humor also serves as a powerful tool in this mix as he often injects comedic elements into his music promotions so that his posts resonate with the audience.
In an industry where connection and engagement are essential, Nasboi’s innovative use of social media marketing has not only established him as a talented entertainer, but also as a savvy marketer.
Basketmouth
When Bright Okpocha aka Basketmouth made a post recently insinuating that he had found love again, many of his fans were happy for him.
When some of his colleagues, including those outside Nigeria, started congratulating him, the joy spread even more.
The comedian announced in December 2022 that he had separated from Elsie, his ex-wife and mother of his two children. So it didn’t seem out of place when, in September 2024, he shared a photo of himself and media personality, Victoria Eze, aka Mz Vick, looking lovingly into each other’s eyes. He had added the caption: “Entering the next chapter of my life. Big announcement at 8am.
Those already planning the wedding on his behalf had their bubbles burst soon after when Basketmouth revealed it was all a ‘prank’ to promote his upcoming film titled ‘A Ghetto Love Story’ starring him and Vick.
He had also previously used a similar approach to promote his shows. With a mix of thoughtful, witty and even satirical content, he preys on the public’s curiosity and love of gossip to promote his creative works, including music albums and TV series.
Considered to be one of Nigeria’s most famous comedians, Basketmouth has indeed mastered the art of social media promotion. Even during his comedy shows, he successfully integrates sponsors into his routines without overtly advertising their products.
AY
Ayo Makun aka AY is not just another comedian. He is also an actor and show promoter. But a common thread that ties all his activities together is his keen use of social media to connect with his audience and ‘sell his market’.
His ‘AY Live’ shows are one of the most successful and well organized comedy events in the country and are usually sold out. Using social media, AY creates awareness about the shows and gets support from other heavyweight comedians and singers who will be at the events. He also arranges for beautiful actresses to join the shows and finds ways to incorporate some of them into his comedy routines.
He is especially known for cashing in on what’s trending at the moment to create relatable sketches. His 2018 skit modeled after the blockbuster ‘Black Panther: Wakanda Forever’ was a hit with audiences. But he got into hot water when in 2023 he did a skit allegedly parodying Seun Kuti, who had been alleged to have punched a policeman in May 2023. Kuti took offense and said AY represented his daughter with a dog in the skit .
Meanwhile, AY is using the same format to sell his films and has achieved considerable success in doing so. His films such as ’30 Days in Atlanta’ and the ‘Merry Men’ series were box office successes.
Toyin Abraham
Actress and filmmaker, Toyin Abraham has not only carved a niche for herself in the film industry; she has also become an influencer who has worked with many brands. Her ability to connect with her audience on social media platforms has allowed her to promote products and services seamlessly. With a mix of authenticity and creativity, she showcases brands in a way that feels organic, making her a crowd favorite.
Similarly, she has implemented social media trends to promote her films such as ‘Ijakumo: The Born Again Stripper’ and ‘Malaika’.
She is also busy releasing various skits to create awareness for her upcoming film titled ‘Alakada: Bad and Boujee’. She has created content with some of the actors in the movie such as Bimbo Ademoye, IK Ogbonna, Bimbo Akintola, Toke Makinwa, KieKie and Ronke Odusanya.
Kizz Daniel
Daniel Anidugbe aka Kizz Daniel is undoubtedly a powerhouse in the Nigerian music scene and he certainly understands the nuances of social media marketing. With hits consistently dominating the charts, his strategic use of social media and collaborations with influencers amplifies his reach.
Said to have “no bad songs” and his talent is undisputed. However, part of his success can also be attributed to his savvy use of social media trends. In an era where digital platforms dominate the music industry, Kizz has turned these trends into powerful promotional tools that amplify his reach and engage fans like never before.
His approach often involves taking advantage of viral challenges and memes, seamlessly incorporating them into his music releases. For example, when promoting his hit single, ‘Buga’, Daniel encouraged fans to join the #BugaChallenge. The challenge quickly gained traction, with users creating dance videos showing their interpretations of the song. This not only created a buzz but also translated into millions of streams. No wonder the song became an international hit.
In a competitive field like the music industry, Daniel’s ability to capitalize on social media trends exemplifies the modern artist’s approach to promotion.
Blackbones
Emeka Akumefule aka Blaqbones has carved a unique path in the entertainment industry by blending comedy and a witty social media personality with his style of rap music. His innovative approach to storytelling in both forms allows him to market his songs creatively. By using humor to solve everyday situations, he has gained a loyal fan base.
By constantly engaging with fans, he is able to promote his songs seamlessly.
Brain writer
Social media comedian Chukwuebuka Emmanuel aka Brain Jotter rose to fame through the quirky characters he embodies in his social media sketches. His ability to tap into current events and cultural references also makes his social media presence compelling.
His hilarious dance moves are another important component of his social media comedy and marketing. His ‘resurrection’ of veteran singer, Mike Ejeagha’s 1983 hit ‘Ka Esi Le Onye Isi Oche’ is a testament to his ingenuity in that regard. The dance steps accompanying the song quickly went viral and were replicated in several parts of the world, including the US, UK and South Africa.
Mercy Aigbe
Mercy Aigbe stands out not only for her acting skills but also for her influence in the fashion industry. With a keen eye for style, she has successfully built a brand and massive social media following around her.
She put her brand appeal to the test when she went all out on social media to promote her 2023 film ‘Ada Omo Daddy’. Her husband, Kazim Adeoti, even joined her in some of the skits and they went viral, providing fodder for journalists and blogs.
She is also using social media to promote her upcoming film titled ‘Thin Line’.
Omoni Oboli
In a world where the lines between entertainment and marketing are increasingly blurred, actress Omoni Oboli has demonstrated that success goes beyond talent. It requires a strategic approach to promotion. By understanding her audience and leveraging social media, she has been able to promote her films, including the latest, ‘The Uprising: Wives on Strike’.