Eefectivess of Social Media on the Promotion of Osun-Osogbo Festival, Osogbo

The Osun-Osogbo Festival, a UNESCO-recognized cultural heritage event in Osogbo, Nigeria, plays a vital role in preserving Yoruba traditions and attracting both local and international visitors.
The effectiveness of social media as a promotional tool for this festival has gained attention due to its broad reach and interactive potential. This study explores how social media platforms, such as Facebook, Instagram, and Twitter, have been utilized to enhance the visibility of the Osun-Osogbo Festival, engage with audiences, and foster community participation. The objectives of the study are to examine if social media promote African culture, to examine if culture has any influence on the adoption of social media, to determine if the use of social media has influence attendance of people at Osun Osogbo festival in Osogbo, Osun State. The total population of respondents were residents of Osogbo in Osun state and the sample size of the study was 150. Out of the 150-questionnaires distributed, the whole 150 questionnaires were retrieved and used for the analysis which make it a 100% return rate. The analysis highlights that through targeted campaigns, event highlights, user-generated content, and influencer collaborations, social media significantly boosts festival attendance and global awareness.
Challenges such as digital literacy disparities and the spread of misinformation are also discussed. The findings suggest that leveraging social media's visual storytelling and real-time communication capabilities can effectively amplify cultural heritage promotion, making it a powerful tool for sustaining and celebrating indigenous traditions. The study recommends that more Publicity should be given to African culture on social media and people should sensitize and educated on the impact of social media tools so that they can embrace social media and use social networking tools to improve their skills and life style, researchers should conduct research on the available social media networking tools to verify which one of them is more trustworthy and reliable in order to ensure credibility of sources.
Keywords: Effectiveness, Osun-Osogbo Festival, Social Media Promotion, Cultural Heritage, Digital Engagement, Festival Marketing, Yoruba Traditions, Audience Participation, Digital Literacy