The Influence of Social Media on the Promotion and Consumption of Theatre Arts in Abuja

This study examines the influence of social media platforms on the promotion and consumption of theatre arts in Abuja, Nigeria's Federal Capital Territory. The proliferation of platforms such as Instagram, Facebook, Twitter, and TikTok has transformed how performing arts organisations market their productions, engage audiences, and build community around live performance. The research investigates how theatre companies and independent performers in Abuja use social media and how digital engagement translates into physical audience attendance. Data were gathered through surveys of theatre practitioners and audience members, supplemented by digital content analysis of theatre-related social media accounts operating from Abuja. The study finds that social media has substantially increased awareness of theatre events in Abuja, particularly among younger demographics who are primary users of digital platforms. Platforms offering visual content such as rehearsal clips, cast announcements, and behind-the-scenes footage were found to be most effective in driving ticket sales and audience interest. However, the research notes that smaller theatre groups face challenges in sustaining consistent social media content due to limited personnel. The study concludes that strategic social media engagement is now indispensable for theatre marketing in urban Nigeria. Keywords: social media, theatre marketing, audience engagement, Abuja, digital performance.