Nigerian youth turn to social media skits to make a living

Short comedy sketches about the everyday oddities and nuances of life in Nigeria have become hugely popular and are earning some of their makers decent money

- By Nnamdi 0 Madichie

Short comedy videos circulating on social media have created a booming industry in Nigeria in the past few years. The country's comedy creators put their skits out on platforms like YouTube, TikTok and Instagram to reach a massive audience.

As these online comedians gain followers, they make money from advertising, by endorsing brands as influencers and through collaborations. In Nigeria, the industry is popularly called the skit economy.

This phenomenon represents more than a major new entertainment trend. It highlights the ingenuity of young Nigerians in using technology to create livelihoods and influence culture. In the process, they contribute to national economic growth.

The skit industry has joined the likes of Nollywood film, Afrobeats music and local fashion to put the country on the entertainment map globally.

The rise of the industry is chronicled in the 2024 book, Skit Economy: How Nigeria's Comedy Skit-Makers Are Redefining Africa's Digital Content Landscape, by entrepreneurship scholar and polling guru Bell Ihua. His work is supported by findings from the Africa Polling Institute.

As he explains: “The Nigerian entertainment industry is undoubtedly creating job opportunities and contributing to the country’s diversification from oil... The industry is rated as the second-most significant employer of youths in Nigeria after agriculture, employing over one million people.”

According to Ihua’s book, skit-making is estimated to be Nigeria's third-largest entertainment industry sector, with a net worth of more than $31-million.

As a marketing scholar focusing on the cultural and creative industries and digital entrepreneurship who has had the privilege of interviewing Ihua, I'd like to share my thoughts about his book.