Based on the number of people, especially youths, involved in skit-making in Nigeria, there is no need to doubt the extent to which skit-making contributes to Africa’s most populous country’s digital economy. Every day, new skit makers emerge with various content types that resonate with the socio-economic and political situations of the country. Maryam Apaokagi, popularly known as Taaooma, is one of the established skit makers.
Over the years, she has created and distributed content that shapes people’s views and makes them laugh hilariously, which many have described as an antidote for mental health challenges. This is unsurprising, as our analyst gleaned from Taaoma’s YouTube channel statement, which reflects people’s expressions. Her channel is a place to get socio-economic and political ribs that make viewers laugh. The channel reads: “Hey you, you found me! Queen Taaooma’s channel and you are in for a good laugh. Hey!!!”
Meanwhile, in this piece, our analyst examines Taaoma’s titling strategies from 2016 to February 9, 2025, and notes that she has mastered the art of titling that attracts viewers, sparks curiosity and, sustains engagement. Our analyst further notes that 958 videos were posted during the period, excluding three that were posted hours after the data collection, her video titles reveal seven distinct strategies she employs to maximize reach and impact.
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Exhibit 1: Engagement Metrics on Taaooma’s Channel
Our analyst points out that Taaooma is fulfilling the expectations in the digital content creation business, where title is one of the most powerful tools in a content creator’s arsenal is the title. The right title can make the difference between a video going viral or getting lost in the vast sea of online content.
In the digital content space, curiosity is a powerful motivator. Taaooma’s use of clickbait-style titles ensures that potential viewers feel compelled to click and watch. Titles such as “You won’t believe what happened next!” and “See bribery & corruption o!” create intrigue and urgency, leaving the audience eager to discover the content behind the title. These titles often hint at a dramatic or unexpected turn of events, making them highly effective in driving engagement. Further analysis, for instance, reveals that a video with “See bribery & corruption o”, which lasted for 60 seconds generated 9, 456 views and 572 likes.
Comedy is Taaooma’s forte, and her titles reflect this. She crafts titles that immediately communicate humour and relatability, drawing audiences in with a promise of laughter. Phrases like “When you study law in an African home ” instantly connect with viewers who recognize the scenario from their own experiences. Our analyst observes that the addition of emojis further enhances the playful and engaging tone, making these titles even more compelling.
Storytelling is a fundamental aspect of human communication, and Taaooma leverages this by crafting narrative-driven titles that hint at compelling plots. By presenting titles like “The Gigolo // TAAOOMA” or “Mama Tao vs Elesho – The In-Laws Meeting,” she sparks curiosity about the storyline. These titles suggest conflict, resolution, or an entertaining development, encouraging audiences to watch and find out how the story unfolds.
One of the most relatable content niches is social interactions, especially those revolving around family, friendships, and romantic relationships. Taaooma frequently incorporates these themes into her video titles, tapping into emotions that many viewers can identify with. Titles such as “He wants to marry his 7th wife!” intrigue audiences by presenting exaggerated yet familiar social dynamics. These themes resonate deeply, ensuring high engagement levels.
Visual elements in text can significantly influence a viewer’s decision to click on a video. Taaooma capitalizes on this by using capital letters and emojis to make her titles stand out. For example, a title like “TOO FUNNY! ??” not only conveys excitement but also visually grabs attention. The strategic use of emojis enhances the emotional appeal, making the title more engaging and shareable.
Sometimes, less is more. Taaooma occasionally opts for short, cryptic titles that pique curiosity without giving too much away. Titles such as “JUST WOW!” or “SHE DID WHAT?!” create an air of mystery, compelling viewers to click and find out more. This approach leverages human curiosity and the fear of missing out (FOMO), making these videos hard to ignore.
A strong sense of cultural identity can create an instant connection with an audience. Taaooma infuses local slang, Nigerian pidgin, and culturally relevant phrases into her titles to resonate deeply with her primary audience. Titles like “Mama Tao don vex!” or “Na so e dey be for Naija” immediately establish a cultural connection, making the content feel familiar and authentic to Nigerian and African viewers.