Internet Skit Creators Shaking Airwaves, Can they Beat Nollywood Stars at their Game?

One of the advantages of the internet is the ability for individuals to express themselves without any barriers or obstacles to entering a market in which they wish to operate. It is so democratized that every individual has the right and access to make his or her idea known to the world, regardless of where he or she operates, as long as there is good content to offer, glamsquad reports.

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The internet has indeed made life easier for many people, granting them fame, popularity, and financial independence. Those who would have been unknown even in their own communities are breaking barriers and becoming celebrities.
YouTube, Facebook, Twitter, Snapchat, Tik Tok, and many other social media platforms allow Nigeria’s creative talent to express themselves freely. Content creators have unrestricted access to these platforms.

YouTube, the video-sharing platform, has long been a threat to television and film. It eliminates the traditional constraints of time and location for accessing television content, as well as the need to sit at random to watch programs on terrestrial stations. In fact, the consumer/audience had few or no options!

With the advent of YouTube, however, a consumer now has the ability and access to choose what to watch at any time that is convenient for him.

Consumers can freely choose from thousands of video contents online ranging from entertainment, documentary, tutorial, sport, business, and more.

 

 

 

Drama skits are a popular and growing activity as a result of the opportunities provided by these platforms. It is true that most of the content on social media and traditional media is dominated by entertainment.
According to Merriam Webster, a skit is a short serious dramatic piece, usually performed by amateurs, or a short informal performance intended to educate or inform.

Internet skit creators, also known as online comedians, have emerged all over the world over the years by providing audiences with relatable and engaging content.

Prior to the widespread popularity of YouTube and other online video sharing platforms, most entertainers, particularly those in the stand-up comedy scene, used skits to promote their shows. Comedians such as Ayo Makun (AY) for his yearly Ay comedy show, Basket Mouth, Gbenga Adeyinka, Julius Agwu, Ali Baba, and others have used this concept in the past. However, they were still required to send their skits to TV stations to air for promotions back then.

However, just like Nollywood, skit-making has recently become an industry unto itself. Nollywood is the Nigerian film industry, which includes formal actors in the entertainment industry.

Nollywood is widely regarded as an industry requiring diligence, hard work, and a certain level of “who you know” before you can be recognized. As a result, the entry barrier is relatively high, even as the industry’s “poster boys and ladies” get all the juicy roles, to the detriment of the talented but unsung creative’s desire to make a name. The covid-19 pandemic’s lockdown became an elixir for this group of creatives. The era inspired younger people to think creatively and outside the box by looking inward and developing dormant “talents.”
While entertainment is made-up, some films produced lack rational imagination and concepts. In Nollywood, we see old actors who should have been playing grandparents still playing the roles of young school lovers. That, however, is a story for another day.

Operators in the Nigerian film industry deserve credit for pulling off a remarkable feat from almost nothing. According to One.org, “the Nigeria Nollywood industry is the world’s second-largest producer of movies, behind Bollywood but ahead of Hollywood, and as of 2014, the industry is worth $5.1 billion and accounts for 5% of Nigeria’s GDP.”
While the skit segment of the industry is still in its infancy and no exact figure can be assigned to its worth, industry observers believe it poses a viable challenge to the more established and perhaps more cohesive Nollywood. However, they believe the challenge is real and potent.

The content is king.
Because most of these comedians understand the new generation of consumers, they can gain more followers and audience for their content.

“The Nigerian skit makers are making a significant impact and connections with the people, making the entertainment scene more lucrative and engaging,” said Segun Ibukun, a banker. Segun’s growing love for skits stems from the fact that “the world is already tensed with bad news all around, people need something to make them relax and laugh without necessarily wasting precious time,” as many of his generation do.

The attitude of Segun and his peers has continued to motivate them while they have made a lot of money. “Some of these online comedians have made an impact outside of Nigeria and are being recognized all over the world,” he said.

Emmanuella is a young comedienne who began performing skits with her uncle, Mark Angel, and has since won numerous awards both at home and abroad. She currently has over 1 million YouTube subscribers.

In contrast to what Nollywood offers, these comedians understand the importance of carving out a niche for themselves despite competing in the same field. Apaokagi Adedoyin Maryam aka Taaooma, for example, is well-known for her “motherly” concept and how parents discipline their children. Samuel Perry, also known as Broda Shaggi, is well-known for his “agbero” street urchin antics and rascality of the street guys.

Debo Adebayo, aka Mr. Macaroni, is well-known for his roles as sugar daddies. He imitates their wasteful spending habits and exploitation of young girls, and he is full of adventure.

Woli Agba discusses prophets and their authoritative demeanor. Lasisi Elenu is well-known for his frequent rants on Instagram; Frank Donga would always pose as a job seeker with numerous work experiences but no luck; and Mc Lively bases his creative ideas on the plight of graduates looking for work.

Sydney Talker, Nasty Blaq, Yawa Skit, Craze Clown, Josh2funny, Oluwadolarz, and others are among them. ‘These young actors use satire to highlight the problems and shock their audience,’ says Evelyn Ayogu.

While a typical Nollywood movie may take 3 -6 months to produce due to the many resources – human, material, and financial – required, and may still be at the mercy of pirates, skit creators beat the odds by producing good content in a matter of hours, using the most basic gadgets and resources. It does not cost him an arm and a leg to create good content, and yet he is still capable of producing hilarious and entertaining material. This allows operators to produce frequently and consistently.

Precision, clarity and wit.
Many people value and value their time, and they want to get the most out of their limited time and resources. According to a recent study published by researchers at the Technical University of Denmark, the collective global attention span is shrinking as a result of the amount of information presented to the public.

Another study found that the average attention span of millennials is between 8 and 12 seconds.
The creator of the skit has come to terms with this reality. “With the abundance of information and content that bombards us every day, people are too busy to devote an hour to consuming a specific content.” They are always in a hurry, and if you don’t give them a reason to stay with you in the first 30 seconds of your content, you may lose a fan,” Segun Joseph, a marketing and brand analyst, explained.

“The concept of precision and clarity are basic things that internet comedians can work with; they understand that the average consumer has hundreds of choices to make in a few seconds, and they are able to work through his mind and give him what he needs in a short period of time.” They understand that a consumer values his time, so they make their video content simple and to the point without losing the humorous aspect,” Mr. Joseph adds.

In comparison, unlike a typical movie, which lasts approximately 1 hour and 30 minutes, comedians are able to effectively communicate their message within 1 to 5 minutes, effectively cutting off the “nonsense” while still providing the consumer with value for their time.

In recent years, skit creators have begun to tap into the Nollywood avalanche of talent in order to increase the popularity of their skits. Mr Macarroni, for example, has featured top Nollywood actors like Tony Umez, Taiwo Hassan, Patience Ozokwor, and Femi Adebayo. Other top celebrities on the list include Peter Okoye and Don Jazzy, among others.

While these can be viewed as collaborations, they are also a good way for Nollywood actors who have been off the screen for a while to bring back old memories and compensate the viewer for his time. Tajudeen Oyewole, also known as Abija, Fatai Odua, also known as Lalude, Olaiya Igwe, and others are examples of ‘collabo.’ Mr. Macarroni’s My In-Law From Ghana, starring Olaiya Igwe; My Babalawo In-Law, starring Lalude; and Pray For Officer Woos And Small Stout, starring Abija are among the skits in which these veteran actors appeared.

These comedians have gained thousands of subscribers in a short period of time, demonstrating that the skit industry is gaining acceptance.

Mr. Macarroni, for example, has over 300,000 YouTube subscribers; Broda Shaggi, 900,000; Taaooma, 400,000; and many more.

The skit industry will continue to be a force to be reckoned with if the right creative and entertaining content is produced.
While consumers will always seek the most value for their time and “data,” it will be the responsibility of these content creators to meet those demands.

From comedy to millionairedom
Though creating a skit has its challenges, especially when considering the consistency required to gain and retain loyal followers on social media. Creating relatable content can be a lucrative craft for those who have amassed a large fan base.

Although there is no set rate card to attest to what these comedians charge, it is safe to say that some earn as much as N500,000 – N1 million to advertise or promote placement services.

For example, in an interview with TV host Ebuka Obi-Uchendu, popular Instagram influencer and skit comedian Gloria Oloruntobi, also known as Maraji, stated that she began her comic act to relieve boredom but has since made millions simply by creating paid skits. When asked how much she charges for a paid skit, she stated, “I was making $10,000 per post in 2016.” But now, I make posts for N500,000 – N1,000,000, and I get so many that I have to turn some down.”
Also, according to Net.ng, these comedians’ Instagram earnings are as follows: Lasisi Elenu – N300,000; Mc Lively – N300,000; Broda Shaggi – N300,000; Oluwa Dollz – N250,000; Woli Arole – N400,000; Woli Agba – N300,000; Frank Donga – 500,000.

Another comedian, Peter Trailblazer, claims to earn between N1.5 million and N4 million per year and charges at least N150,000 per brand advertisement.

Aside from getting brand advertisements, YouTube as a platform also allows filmmakers to make a significant amount of money from their content. As more people upload funny videos to YouTube, the profit potential of these video performances may astound you. According to the Wall Street Journal, comedian Ray William Johnson earned $1 million from his YouTube videos in a single year.

Attracting Ads, Product Demos, and Higher Pay

Because of the roles that skit comedians play in influencing the audience, corporate brands are beginning to pay more attention to social media advertising. Influencer marketing was once limited to celebrities, but the narrative has shifted to include content creators who ply their trade using social media as a tool.

Brands and services are now leveraging the growing popularity of skits and comedy to communicate their messages to consumers.

They use the skit maker’s growing number of followers to sell their products and services to a larger audience, including those who are not in the area but indirectly influence the audience. This is possible because they rely on the internet, which has no geographical boundaries because these skit creators have audiences all over the world.

Selling a product to consumers by communicating the benefit generates more consumer engagement than directly putting it in front of the consumers. This is a unique way for these skit creators to sell and influence consumers to buy a product. They communicate the efficacy and usefulness of a brand through jokes, product demonstrations, and leaving the audience in a good mood to make a decision.

Buypower, 1x Bet, Thermocool, Wazobet, OctaFX, Villa Picasso Hotel, Bama Mayonnaise, Domino’s, Onga seasoning, Visa, and others have used this medium to communicate and advertise their products.

Without a doubt, players in the creative industry – Nollywood and Skits makers – are fishing in the same pond in terms of TV advertising budgets; can internet skit creators increase their efforts to beat Nollywood at its own game? Only time will tell, as they say.

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