By Ikenna Churchill
Over the last decade, Nigeria’s entertainment industry has dramatically changed with the rise of “skitpreneurs,” a term describing digital content creators specialising in short-form comedy. From Instagram to TikTok and YouTube, these launchpads have turned comedians into businesses, commanding millions of views, attracting brand endorsements, and even crossing over into mainstream media. But it is not all laughs; this phenomenon speaks volumes about Nigeria’s new wave of entrepreneurship, economic growth, and cultural storytelling.
While Nigerian comedy is as old as the country, running from stand-up pioneers like Ali Baba and Basketmouth to comedians in Nollywood movies, the digital era has taken consumption to another level. Inexpensive smartphones, increased internet access, and social media have provided avenues for self-made entertainers who do not have to pass the scrutiny of television stations or film producers before getting heard or seen.
Skit-making started in the mid-2010s, and all the early guys in the industry, like Mark Angel Comedy and Craze Clown, were making these short, scripted pieces of content on YouTube. Then Instagram and TikTok became the platforms of choice for younger creatives, which allowed instant virality and reach. But 2020 was a pivotal year for Nigeria’s skit-making. The COVID-19 pandemic and lockdowns made social media an even bigger stage for creators. Many Nigerians, stuck at home, turned to Instagram and TikTok for entertainment. Increased screen time blew many skit makers into what was once just content creation but had now transformed into a very lucrative industry.
TikTok has changed the game of Nigerian skit makers. Unlike YouTube or Instagram, which require amassing an audience gradually, TikTok’s algorithm can make comedians go viral overnight and put unknown comedians in front of millions with just one good video.
Many of today’s biggest skit makers gained traction on TikTok before expanding to other platforms. The ability of the app to push content to a global audience has helped Nigerian comedy reach people outside the country, attracting not just fans but international brand deals.
The other interesting trend on TikTok is how influencers and non-comedians get into skit culture.
Unconsciously, so many Nigerians hold influencers as, in some cases, skit makers only because their content has been widely utilised in comedy. For instance, personalities like Bobrisky have audio clips and catch phrases often used in TikTok skits, indirectly making them part of the digital comedy ecosystem. Everyone now wants to be a skit maker, and not for the wrong reasons-it’s perhaps the most accessible avenue into influence, a source of means, and through the backdoor into Nigeria’s entertainment.
The rise of digital comedy has reshaped the entertainment landscape and birthed a new economic ecosystem. Skit-making has grown into a multibillion-dollar industry where top creators profit from brand partnerships, advertisements, and direct monetisation on these platforms. According to Dataleum’s 2022 report, Nigeria’s Skit-making industry was approximately at N50 billion, the third-largest in the entertainment circle, following Nollywood and the music industry.
But beyond the money, skitpreneurs are important in cultural storytelling. Their skits reflect real-life Nigerian experiences: traffic woes, family drama, societal pressure, and political satire. These digital creators have become the new voices of the people, using humour to highlight serious issues like bad governance, police brutality, and social inequalities.
Many have risen to become some of the most followed globally. Some of the biggest names in Nigeria’s skit-making industry include:
Oga Sabinus, real name Emmanuel Chukwuemeka Ejekwu, popularly known for his character “Mr. Funny,” is a household name due to his exaggerated expressions on the most normal issues. His type of humour makes him one of the most relatable among his fellow influencers for any brand endorsement.
Broda Shaggi was Samuel Perry, a graduate of theatre arts who does street-style comedy with an infusion of music and acting. He is full of energy, and his signature phrase, “Oya hit me!” makes him a fan favourite.
Taaooma (Maryam Apaokagi) – Among the most successful female skit makers, Taaooma often plays multiple roles in her skits to show Nigerian family dynamics precisely.
Mr Macaroni (Debo Adebayo) – He has, through his “Freaky freaky” Daddy Wa character, been able to make a mix of comedy and activism, especially with the EndSARS protest.
Lasisi Elenu (Nosa Afolabi) – Among Nigeria’s pioneers of exaggerated facial expressions and voice filters in skits, Lasisi Elenu gives satirical takes on daily life and trending issues.
Layi Wasabi, Isaac Ayomide Olayiwola, is known for his satirical and witty humour, often delivered through exaggerated legalese and deadpan expressions. His unique style has set him apart in the skit-making industry.
Josh2Funny, real name Josh Alfred, is a master of wordplay and absurdist humour. Known for viral trends like the Don’t Leave Me challenge and his hilarious talent show parodies, he has taken Nigerian comedy to a global stage. His unique style and creativity make him a standout skit maker and a favourite for brand collaborations.
This art has brought numerous streams of income with the growth in this career path, including:
YouTube, Facebook and Instagram Monetization – Most comedians earn through views on these websites.
Brand Ambassadorships
Brands like MTN, Pepsi, and even online sports betting sites will pay them for product placement in their skits.
Live Appearances and Nollywood Crossovers
Broda Shaggi, Layi Wasabi, and Mr. Macaroni are three of many who have now crossed over into acting, earning them leading roles in high-profile movies.
Merchandising and Personal Brands
Some artists, like Sabinus, sell their merchandise with catch phrases coined from their videos.
However, the glory side of this industry also has its downside. With thousands of skit makers emerging daily, only those who work harder and are more creative stand out. There have also been some instances of backlash against a few skit makers who create sensitive content bordering on or involving political or cultural controversy.
Continuous pressure to produce viral skits sometimes leads to complaints of mental fatigue among the influencers. As social media continues to evolve, so will Nigeria’s skit-making industry. With platforms like TikTok pushing short-form videos to global audiences, Nigerian creators can reach beyond the African market. We’re also seeing a transition from short skits to full-scale digital series, with many skit makers now producing web series and even movies.
Ultimately, the rise of the skitpreneur is not about comedy; it’s a revolution in storytelling, digital influence, and entrepreneurship. Nigerian skit makers have proved that anyone can turn laughter into a thriving career with just a phone, internet access, and some creativity.
