TikTok hosted an exclusive creator-focused event in Lagos, Nigeria, on Saturday, December 13, 2025, drawing together the worlds of digital film discovery and Nollywood in what it described as the #WhatToWatch Cinema Experience.
Held as an invitation-only gathering, the event brought together a mix of emerging film and television reviewers, social media influencers, Nollywood actors, media professionals, and entertainment executives. Unlike a traditional movie premiere, the evening was designed as a celebration of the creators who drive film discovery on the platform and shape audience viewing decisions across Africa and beyond.
According to TikTok, the initiative was created to acknowledge creators who consistently produce film reviews and entertainment content, while also spotlighting the growing influence of the #WhatToWatch hashtag. The trend has surpassed five million video posts globally, with strong momentum in Sub-Saharan Africa, where more than 365,000 new videos were published in the first half of 2025 alone.
The company said the Lagos event reflects its broader strategy of deepening engagement with creators who support the local film and television ecosystem. Over the past year, TikTok has invested in the space through virtual masterclasses, in-app campaigns with cash rewards, and promotional tools aimed at helping creators amplify their content and reach wider audiences.
One of the attending creators, TalksWithThandie, said the platform’s recommendation system has made film review content more impactful. She explained that when TikTok pushes her videos to wider audiences, viewers are more likely to visit cinemas or stream titles she recommends, creating a direct link between online discovery and real-world viewing.
TikTok said this creator-driven exposure benefits not only audiences but also movie studios, streaming platforms, and broadcasters. The company noted that its full-screen, sound-on video format encourages deeper engagement, with data showing that more than 44 percent of active users are more likely to visit cinemas at least once a month compared to non-users.
Boniswa Sidwaba, TikTok’s Content Operations lead for Sub-Saharan Africa, said the Lagos experience was meant to go beyond appreciation. “The #WhatToWatch Cinema Experience is more than just a thank you,” she said. “It reflects our commitment to the growth and professionalism of emerging film creators and their ability to shape culture, fill cinema seats, and influence how Nollywood is viewed globally.”
A major highlight of the evening was a fireside conversation with Nollywood actress Toyin Abraham, who shared insights on how filmmakers can effectively use TikTok to promote their projects. She described the platform as a powerful publicity tool, explaining that short clips, remixes, and creator-led conversations around her films often translate into viral moments and widespread visibility at minimal cost. She also spoke about her use of TikTok Live as a monetisation tool, describing it as a valuable feature for creators.
The conversation led into the evening’s central screening, a special presentation of Behind the Scenes, a new film by Nollywood star Funke Akindele. Attendees responded positively to the film, praising its emotional depth and production quality, as the event maintained a relaxed and celebratory atmosphere.
The final segment of the experience focused on networking, allowing creators and industry stakeholders to connect in person, exchange ideas, and build relationships beyond the digital space. TikTok said this element was critical to reinforcing the real-world impact of its platform and its support for creative communities.
Another creator, OBC K Films, described TikTok’s year-round engagement as life-changing, citing multiple programmes that have helped him grow professionally. He said he looked forward to more initiatives that support creators and strengthen the future of African storytelling.
