Nollywood’s Jemima Osunde criticizes the rising pressure on actors to be social media influencers to land roles in Nigeria’s film industry.
According to her, filmmakers are increasingly choosing actors not for their talent, but for their ability to create viral online content.
Pressure to become content creators
In a recent conversation with fellow actor Jammal Ibrahim, Osunde expressed frustration with this emerging trend. She explained that many actors are now being pressured to also become influencers just to secure roles in films.
“Now, it’s as though they are forcing every actor to be a social media content creator before casting them,” she said. “It’s like you have to dance on the internet to get roles. Why?”
Online following over acting skill
Osunde criticized the growing belief among producers that actors must have a large social media following to be considered. She believes this practice unfairly shifts the focus from acting ability to online popularity.
“It’s like if you’re not an actor with a strong social media presence, we’re not casting you because we need you to sell our film,” she said. “That shouldn’t be the actor’s job.”
A shift in Nollywood values
These comments shed light on a bigger issue in Nollywood. More and more, it seems casting decisions are being based on an actor’s ability to market rather than perform. This shift is causing concern among professionals who value the art of acting.
Jammal Ibrahim echoes the concern
Actor Jammal Ibrahim agreed with Osunde’s concerns. He emphasized the importance of staying true to one’s personality and using good management to navigate the pressure.
“I told my management that I don’t know how to dance. I’m a terrible dancer,” he shared. “A good manager should say, ‘This is your personality — how can we work with who you are?’ Not, ‘How can we make you just like everyone else?’”
Refusing to fake it for promotion
Ibrahim also made it clear that he would not take part in promotional stunts that don’t align with his character. “If you’re doing a PR stunt for a film and you’re going to be dancing, seriously, I’m not going to be part of it unless I feel like the dance is something I can actually do,” he said. “I don’t want to look stupid on screen. It’s just not my personality.”
Losing sight of true talent
Both actors stressed the need for the industry to respect individuality and true skill. They warned that if casting continues to favor social media fame over acting ability, the overall quality of Nollywood films could suffer.
Balancing digital reach with artistic integrity
Their concerns mirror a wider issue facing creative industries worldwide. While social media can help promote projects and connect with fans, Osunde and Ibrahim argue it should not come at the cost of authentic storytelling and artistic expression.
A call for change in Nollywood
As more actors speak out, Nollywood may need to reconsider how it chooses its stars. Osunde and Ibrahim are urging producers to prioritize acting talent and passion over digital popularity. They believe actors should be valued for their work on screen, not for how entertaining they are on Instagram or TikTok.
Their message is clear: casting should be about who can bring characters to life, not who can trend online. It’s a call for balance, one that may reshape the way Nollywood defines success in the digital age.
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