ENHANCING VIEWERSHIP OF NOLLYWOOD FILMS THROUGH SOCIAL MEDIA USING THE FILMIC NARRATIVE “A TRIBE CALLED JUDAH” AND “LOVE IN EVERY WORD”

This study investigates how social media enhances the viewership of Nollywood films, with a particular focus on the case studies of A Tribe Called Judah (2023) and Love in Every Word (2025). Drawing upon Uses and Gratifications, Social Learning, and Parasocial Interaction theories, the research traces Nigerian storytelling traditions through to the digital era, highlighting the continuity of communal engagement. Chapters One through three provided historical and theoretical context, while Chapters Four and Five examined contemporary strategies and outcomes. The qualitative and quantitative approaches were employed, analysis engagement metrics from YouTube, Instagram, and TikTok. Findings show that the YouTube trailers (A Tribe Called Judah – approximately one million, six hundred thousand views; Love in Every Word – approximately one million, two hundred thousand views), Instagram
updates (A Tribe Called Judah – one hundred and twenty thousand followers, ten thousand likes; Love in Every Word – eighty-five thousand followers, seven thousand likes), and TikTok challenges (#ATribeCalledJudah, approximately forty million views; #TribeOfJudah, approximately twenty-five million views; #LoveInEveryWord, approximately thirty-two million views) significantly boosted awareness, audience participation, and parasocial bonds with characters. The qualitative analysis were carried out on 150 students both online and printed forms. The study concludes that integrating platform-specific strategies, fostering user-generated content, and aligning campaigns with cultural themes enhance Nollywood’s digital reach. Recommendations encourage filmmakers to balance viral marketing with high- quality storytelling, while leveraging social media to recreate Nigeria’s tradition of communal narrative experiences in a digital context.