Influence of Social Media in Promoting Cultural Heritage: A Study of Osun Osogbo Festival

Background: The Osun Osogbo Festival is an important cultural event in Nigeria, celebrated annually to honour the river goddess Osun. In recent years, social media has emerged as a powerful tool for promoting cultural events and engaging younger audiences, particularly Nigerian youth. Understanding the role of social media in influencing festival participation, cultural awareness, and engagement is crucial for its sustainability and growth. Objective: The primary objectives of this study were to examine the influence of social media in promoting the Osun Osogbo Festival among Nigerian youth, assess the effectiveness of social media platforms in increasing awareness and participation, and explore social media users' perceptions of the cultural significance and relevance of the festival. Method: Utilising a survey methodology, data were collected from 385 respondents aged 18-35 in Osun State. The researcher used a multi-stage sampling procedure, beginning with purposive sampling to select social media users aged 18 to 35. This was followed by simple random sampling to ensure equal selection opportunity, and convenience sampling was applied to finalize the sample of 300 participants based on those who completed the web-based questionnaire. Result: The study found that 86.5% of respondents reported social media as a significant influence on their interest in attending the Osun Osogbo Festival, with Facebook and Instagram emerging as the most effective platforms. Additionally, 93.8% of respondents had attended the festival before, indicating strong familiarity with the event. Visual content such as images and videos were found to be the most engaging types of content. Respondents considered the festival highly significant to Nigerian culture, with 73.2% rating it as very important, especially in terms of cultural heritage, spiritual meaning, and community unity. Conclusion: The study concludes that social media plays a crucial role in promoting the Osun Osogbo Festival, particularly among Nigerian youth. Social media platforms significantly influence festival participation and cultural awareness, helping to preserve the festival's cultural and spiritual significance while reinforcing community ties. Unique Contribution: This study extends existing literature by providing specific insights into the role of social media in promoting a traditional cultural event in Nigeria. It highlights how social media platforms can be strategically used to engage younger generations, preserve cultural heritage, and strengthen community identity. Key Recommendations: The study recommends that festival organisers focus on social media marketing through platforms like Facebook and Instagram, collaborate with influencers and cultural ambassadors, create engaging content to maintain youth interest, and monitor online discussions to preserve the festival's authenticity. These strategies will enhance attendance, engagement, and cultural appreciation, ensuring the festival's continued success.