⚡The Story – Written by Tofunmi Akinseye (Media &PR Professional/ Founder (Savvy Media Africa)
Over the past few years, Nollywood has witnessed a major disruption in movie marketing, largely influenced by the success of Funke Akindele’s 360-degree promotional approach.
From A Tribe Called Judah to Everybody Loves Jenifa and Finding Me, her strategy has redefined how movies are marketed, setting a new benchmark for success at the box office.
By leveraging social media, immersive experiences, strategic release timing, content marketing, and celebrity endorsements, Funke Akindele has demonstrated that a movie’s popularity online directly translates to box office sales. This playbook has now become the industry standard, with several producer-actors jumping on the bandwagon, using their personal brands to push their films into mainstream success.
But where does this leave independent filmmakers—producers who are not actors or social media sensations, who lack a built-in fan base, and who must compete with their more influential counterparts for audience attention? In today’s Nollywood, the shift toward virality means that storytelling and plot depth often take a backseat to popularity. As long as a movie dominates conversations online, its actual narrative quality can sometimes become secondary.
Having worked on marketing campaigns for independent filmmakers, I have seen firsthand how difficult it has become for those without large followings to cut through the noise. Unlike their influencer-producer counterparts, they must work significantly harder—or spend far more money—to achieve the same level of visibility.
The reality is that for independent filmmakers to remain competitive, they cannot afford to vanish after every movie launch. They must become more strategic, consistent, and intentional about building their own communities and staying relevant in the industry.
The New Playbook for Independent Filmmakers
To thrive in this new Nollywood, independent filmmakers must adopt a long-term marketing mindset. Beyond just promoting a movie, they must focus on establishing a recognizable personal brand, building loyal communities, and leveraging alternative marketing strategies. Here’s how:
- Build an Engaged Online Community
Independent producers can no longer afford to be invisible. The game has changed, and visibility is now a currency in Nollywood. While social media numbers are not built overnight, consistency is key. Instead of only showing up when they have a movie to promote, filmmakers should be actively engaging their audience throughout the year—sharing behind-the-scenes content, discussing filmmaking processes, reviewing industry trends, and telling their own stories.
Content ideas for engagement include:
- Behind-the-scenes clips from previous movies.
- Live Q&A sessions about the filmmaking process.
- Storytelling on challenges and triumphs in the industry.
- Spotlights on actors, crew, and partners to foster goodwill.
By doing this, they organically build a fan base that will be invested in their work, making it easier to generate excitement when a new project is announced.
- Leverage Influencer Collaborations Strategically
Since independent filmmakers may not have the social media numbers themselves, collaborations become a necessary strategy. Instead of struggling to compete head-on with social media-driven producers, they should forge partnerships with influencers, film critics, and key opinion leaders in Nollywood.
This can be done through:
- Influencer screenings: Hosting private screenings for key influencers who will organically generate conversations about the film.
- Content partnerships: Working with YouTubers, TikTokers, and podcasters who discuss movies and Nollywood culture.
- Engaging micro-influencers: Instead of going for big names, working with multiple smaller influencers who have loyal audiences can be just as effective.
- Develop a Signature Brand as a Filmmaker
What do people associate with an independent filmmaker’s name? Is it a specific genre, a unique storytelling approach, or a particular production style? To stand out in an industry dominated by marketing gimmicks, independent filmmakers must cultivate a recognizable identity. This could be:
- A reputation for telling socially conscious stories.
- A distinct visual or directorial style.
- A commitment to adapting African literature to film.
By crafting a strong personal brand, producers make themselves and their projects more memorable, which in turn helps build loyalty among audiences.
- Foster Relationships with the Media
Unlike influencer-producers who can trend effortlessly, independent filmmakers must be intentional about media engagement. They need to cultivate strong relationships with journalists, entertainment blogs, and digital media platforms that cover Nollywood.
Some effective strategies include:
- Exclusive interviews and media lunches to build rapport with entertainment journalists.
- Thought leadership articles in major publications about trends in Nollywood.
- Leveraging PR agencies to ensure media presence before, during, and after movie launches.
- Explore Alternative Revenue Streams & Distribution Models
The traditional cinema release model is no longer the only viable option for Nollywood filmmakers. Independent producers should explore:
- Streaming platforms (Netflix, Prime Video, Showmax, etc) to reach global audiences.
- Community screenings in universities, cultural centres, and non-traditional venues.
- Crowdfunding from personal networks and patrons who believe in their storytelling.
By diversifying revenue streams, independent filmmakers reduce their reliance on expensive cinema marketing while still reaching an engaged audience.
In Summary
The new era of Nollywood marketing presents both a challenge and an opportunity. While independent producers may not have the organic popularity of their influencer-producer counterparts, they can still carve out success by focusing on long-term brand building, strategic collaborations, media engagement, and alternative distribution models.
By refusing to disappear between projects and taking a proactive approach to marketing, independent filmmakers can remain relevant and competitive in an industry that increasingly rewards visibility as much as it does storytelling.
The future of Nollywood is not just about who has the biggest numbers—it’s about who can sustain audience engagement, create compelling narratives, and strategically market their work beyond the noise of social media trends.
