TikTok has celebrated the growing influence of Nollywood creators with a star-studded evening that fused cinema, culture and digital storytelling, reaffirming the platform’s role in amplifying African film voices on the global stage.
The video-sharing giant recently hosted an exclusive #WhatToWatch Cinema Experience, bringing together Nollywood filmmakers, actors and film-focused content creators for an immersive night that showcased how social media and cinema can work hand in hand to drive visibility and audience engagement.
At the heart of the experience was TikTok’s rapidly growing #WhatToWatch hashtag, which has generated more than five million videos globally, with momentum surging across Sub-Saharan Africa. In the first half of 2025 alone, the region recorded over 365,000 new posts, underlining the platform’s rising influence in film discovery and promotion.
Beyond the numbers, the event was designed to strengthen TikTok’s relationship with Nollywood stakeholders by creating an intimate, in-person connection with creators who are shaping the future of the industry. The cinema experience builds on a year-long series of initiatives by TikTok, including virtual masterclasses, in-app campaigns offering cash rewards and promotional coupons aimed at boosting creator content and professional growth.
One of the standout moments of the night was a fireside chat with celebrated Nollywood actress and producer Toyin Abraham, who shared first-hand insights on using TikTok as a powerful promotional tool for films.
Speaking from her experience as an active creator on the platform, Abraham praised TikTok’s algorithm for helping content reach the right audience organically.
“TikTok has been an amazing tool for publicity,” she said. “Creators remix scenes from my films, turn short clips into viral moments, and that gives my productions massive, cost-effective exposure.”
She also highlighted TikTok Live as an additional income stream for creators, commending the platform for making monetisation accessible within the creative ecosystem.
The evening wasn’t just about conversations—it delivered a full cinematic experience. Guests were treated to an exclusive screening of ‘Behind the Scenes’, a new film by acclaimed actress and filmmaker Funke Akindele, renowned for her innovative use of social media to promote her projects. The film drew strong reactions from attendees, who praised its emotional depth and high production value.
Wrapping up the event, TikTok’s Content Operations Lead for Sub-Saharan Africa, Boniswa Sidwaba, described the cinema experience as more than a celebration.
“The #WhatToWatch Cinema Experience is not just a thank you—it’s a commitment to the growth and professionalism of emerging film creators,” she said. “We witnessed the power these creators hold in driving culture, filling cinema seats and shaping how Nollywood is seen around the world. We are proud to invest in the talent defining the next era of entertainment discovery.”