INFLUENCE OF SHORT-FORM VIDEO PLATFORMS ON THE CAREER PROGRESSION AND VISIBILITY OF EMERGING FILMMAKERS IN SOUTH-WEST NIGERIA

Abstract

The popularity of short-form video platforms such as TikTok, Instagram Reels and YouTube Shorts has led to a significant transformation in how content is created and interacted with, creating new opportunities for new content creators to find visibility and recognition. The potential for a career trajectory in the creative industries that is sustainable after the visibility gained through the platforms is under-researched, particularly in non-Western creative industries. The effect of the short-form video platforms on the career trajectory and exposure of aspiring filmmakers in the south-west of Nigeria was investigated. It explored the relationship of engagement frequency with career outcomes, how filmmakers creatively leveraged the platforms, and the structural problems affecting career sustainability, in particular. The research design employed was mixed-methods research with a cross-sectional survey design of 186 emerging filmmakers purposively and snowballed sampled in Lagos, Oyo and Ogun States, with 12 semi-structured in-depth interviews conducted. The data collected were analysed using descriptive statistics and a chi-square test for quantitative data, and thematic analysis was used for qualitative data. Their findings showed that plenty of respondents (more than 80%) reported seeing positive results on the platform in terms of audience reach and engagement. There were statistically significant correlations between level of engagement and opportunities for collaboration (χ² = 15.27, p < .001) and opportunities for industry recognition (χ² = 13.88, p < .001), but only 38% reported the opportunity for funded projects or paid opportunities as a result of being engaged, indicating a critical gap. Content saturation, links in the industry, algorithmic randomness and monetisation systems were all cited as problems for success. These platform-related pressures were found to be associated with emotional exhaustion and career uncertainty of emerging filmmakers and thus the necessity of psychosocial support systems in digital creative economies. Short-form video platforms can be a great way to get discovered and get started, but they can also be great ways to develop a career in the long run – provided that they are used strategically, that users are active on multiple platforms, and that industry stakeholders make structural investments in platform literacy. It suggests more training in digital skills, better remuneration systems and greater synergy between digital visibility and the mainstream of the creative sector to unlock the potential of creative labour on platforms in the emerging media economies, as well as the provision of mental health support systems.
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