Iyabo Ojo Defends Social Media Marketing Trends in Nollywood Amid Criticism

• The statement was prompted by a complaint from Jaiye Kuti, a veteran actress who expressed dissatisfaction with the marketing efforts made in the movie.

Nollywood star Iyabo Ojo has responded to the increasing use of unconventional marketing methods, such as dance challenges and skit-making, by Nigerian filmmakers to promote their films.

This comes after veteran actress Jaiye Kuti expressed her frustration with the pressure filmmakers face to engage in these social media trends.

In a passionate video posted on her Instagram, Ojo defended colleagues like Funke Akindele, who have faced criticism for using these popular methods to draw attention to their movies. She explained that this is not a new phenomenon, but rather a change in approach.

“This is something that has been happening as far back as when I joined the Yoruba film industry. The only thing different is just the method in which we do it,” she said adding that the essence of movie promotion remains the same, even if the tools have evolved.

She took a trip down memory lane, recalling the early days of Nollywood when producers would gather outside the National Theatre in Lagos, using cultural performances, drumming, and singing to attract audiences. “We were literally begging people to come in and watch,” she said.

Ojo emphasized that filmmakers cannot simply release a movie and expect audiences to show up. “You can’t bring out a movie and just put it in cinema and expect people to watch it,” she pointed out.

Drawing a comparison with Coca-Cola’s continuous advertising campaigns, she remarked, “If Coca-Cola is still running adverts back to back on their products, I wonder why I or anyone else can’t use any method to run an advert and create awareness.”

The actress urged fellow filmmakers to embrace their creativity and not be afraid to use diverse strategies to engage audiences. “Don’t be shy. Don’t be ashamed. You must constantly advertise,” she encouraged, stressing that the most important thing is for people to watch the movies, regardless of the promotional tactics used.

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