Despite a brief copyright issue that temporarily removed the film from YouTube, its swift return and subsequent success have turned it into a cultural phenomenon. The movie has sparked viral memes and set ambitious new benchmarks for Omoni Oboli, who produced and directed the film. Written by Mfon-Abasi Micheal Inyang, Love in Every Word tells the heartfelt story of Chioma and Odogwu, played by Bamike ‘Bam Bam’ Olawunmi-Adenibuyan and Uzor Arukwe, as they navigate love, cultural differences, and personal growth.
A Meteoric Rise and Copyright Hurdle
The film’s journey to 15 million views began with an impressive 4.3 million views in the first 72 hours, climbing to 7 million within three days. However, on March 11, 2025, a copyright claim by Chinonso Obiora (Skyberry) led to its temporary removal from YouTube. The takedown sparked outrage among fans, with social media buzzing over the perceived injustice. Oboli and her team quickly resolved the dispute, and the film was restored by March 12, 2025.
Oboli’s Winning Marketing Strategy
The film’s success can be attributed to Oboli’s savvy online marketing strategy. Short clips highlighting standout scenes—such as Arukwe’s character affectionately calling Bam Bam’s character ‘Achanugo’ and declaring his intention to marry her—were shared on Instagram and TikTok. These clips garnered thousands of views and reposts, sparking conversations about relationship dynamics with a wealthy Igbo man.
The ‘Achanugo’ meme has taken X (formerly Twitter) by storm, with fans repurposing the term in humorous and romantic contexts. This grassroots momentum, fueled by social media engagement, has turned Love in Every Word into a viral sensation, drawing both fans and critics to stream the one-hour, 55-minute film.
Oboli’s Ambitious Goals
Oboli’s ambitions for the film extend beyond its current success. She has set her sights on reaching 30 million views for Love in Every Word, a target that seems achievable given its current trajectory. Additionally, she aims to join the ranks of YouTube’s elite Nollywood filmmakers, such as Ruth Kadiri, whose channel boasts over 2.8 million subscribers.
Launched in 2023, Omoni Oboli TV has already amassed close to one million subscribers, sitting at just over 990,000 as of March 20, 2025. With only 550 videos, the channel has garnered 182 million views, showcasing Oboli’s ability to captivate audiences with premium content.
Monetizing YouTube Success
YouTube’s payment structure for creators connected to the YouTube Partner Programme (YPP) ranges between $1,000 and $5,000 per 1 million views. Based on this, Oboli could have earned between $182,000 and $910,000 from the 182 million views accumulated on her channel since its inception. However, geographic ad rates play a significant role, with Nigerian and other African audiences typically generating lower ad revenue compared to Western markets. This likely places her earnings closer to the $1,000-$2,000 per million range.
YouTube as a Game-Changer for Nollywood Filmmakers
The success of Love in Every Word underscores YouTube’s growing importance as a profitable platform for Nollywood filmmakers. By bypassing traditional cinema distribution and gatekeepers, creators are finding new ways to reach global audiences and monetize their work. In recent months, veteran filmmakers like Kunle Afolayan have also embraced YouTube, creating channels and uploading classic films to attract subscribers and viewers.
Marie Lora-Mungai, a media entrepreneur and television producer, has highlighted the lack of wider distribution channels as a critical issue facing the African creative sector. This challenge is particularly evident in the film industry, especially as streaming giants like Amazon Prime and Netflix scale back their presence in African markets. Lora-Mungai advocates for exploring other global free platforms like Roku, Pluto TV, and Tubi, while also incentivizing broadcasters to invest in local content and addressing the fragmented payment solutions that hinder the growth of global streaming platforms in Africa.
A New Era for Nollywood
Omoni Oboli’s *Love in Every Word* is more than just a film—it’s a testament to the power of digital distribution and innovative marketing in redefining Nollywood’s reach and impact. As filmmakers continue to embrace platforms like YouTube, the industry is poised for a new era of growth, creativity, and global recognition.