International Journal of Sub-Saharan African Research (IJSSAR)

Background: The advent of social media has transformed marketing strategies across various sectors, including the film industry. In Benin City, Nigeria, filmmakers are leveraging these platforms to enhance their visibility and engage with audiences. However, the effectiveness and challenges of social media marketing in this context remain underexplored.
Objective: The researchers investigated the level of social media use among filmmakers in Benin City, evaluated the effectiveness of their marketing strategies, and identified the challenges they face in utilizing social media for film promotion.
Method: Employing a qualitative research approach, the study conducted semi-structured interviews with 25 participants randomly selected from the Film and Video Producers and Marketers Association of Nigeria (FVPMAN) in Benin City, Edo State. This method facilitated direct engagement with key stakeholders and industry experts, allowing for the capture of their lived experiences and insights. The data collection instrument was pilot-tested and refined for validity and reliability. Data analysis was performed using Interpretative Phenomenological Analysis (IPA) to identify patterns and themes in the participants’ narratives. Results: Findings indicate that social media has revolutionized film marketing strategies in Benin City, providing filmmakers with unique opportunities for audience engagement, brand awareness, and revenue generation. Participants reported increased visibility and interaction with fans through various social media platforms, although they also highlighted significant challenges, such as competition for audience attention and limited digital literacy.
Conclusion: The researchers concluded that social media is an indispensable tool for filmmakers in Benin City, enhancing their marketing efforts and outreach. However, to maximize its potential, filmmakers must address the challenges identified and adopt comprehensive, data-driven social media strategies.
Unique Contribution: This research contributes to the understanding of the intersection between social media and the film industry in Nigeria, offering valuable insights for filmmakers, marketing professionals, and policymakers. Key Recommendations: It was recommended that filmmakers should invest in comprehensive social media marketing strategies; film industry associations should provide training on effective social media use; and policymakers should support initiatives that integrate digital marketing strategies in the local film industry.