Jemima Osunde Criticizes Social Media Pressure on Nollywood Actors

Nollywood actress Jemima Osunde has voiced her frustration over the growing pressure on actors to maintain a strong social media presence, arguing that it is now being unfairly linked to their chances of landing film roles. Speaking on the Running Lines Podcast, Osunde lamented how the industry increasingly expects actors to engage in online content creation to promote their work.

“Now they’re forcing actors to be social media content creators. It’s now like, ‘You see that dance? You must dance on the internet.’ Why?” she questioned.

She expressed concern that actors without a strong online presence are now being sidelined, as casting decisions are increasingly influenced by an actor’s ability to market a film on social media.

“It’s like they’re forcing everyone. So if you’re not an actor with a social media presence, you’re not going to be cast because you need to sell the film. That shouldn’t be my job! Like, how many times do you see Keanu Reeves when he’s not on your screen as an actor?”

Osunde’s remarks have sparked a broader conversation about the evolving landscape of Nollywood, where digital engagement is becoming an unspoken requirement for success.

The Changing Face of Nollywood Marketing

Traditionally, an actor’s role was limited to their on-screen performance, while film marketing was left to production companies and promoters. However, the rise of digital platforms has reshaped the industry’s dynamics. Social media now plays a significant role in film promotion, and actors are expected to participate actively in engaging audiences online.

While some argue that this shift provides actors with greater control over their brand and visibility, others, like Osunde, believe that it places an unfair burden on them. Instead of focusing solely on their craft, actors are now expected to double as influencers to secure roles and ensure their films perform well.

Balancing Art and Online Presence

As the entertainment landscape continues to evolve, it remains to be seen whether actors will be able to separate their craft from the demands of social media. While some embrace the shift as an opportunity to connect directly with audiences, others, like Osunde, push back against what they see as an unnecessary obligation.

Her comments highlight an ongoing debate within Nollywood: should actors be required to market their own films online, or should the industry return to traditional promotional methods? Regardless of the stance, one thing is clear—social media is now an undeniable force in shaping modern-day entertainment careers.