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ABSTRACT
From the findings of this study, it can be concluded that:
The attitude of youth in Benin City towards social media skits advertisements is at the conclusion of this study was positive and approving. The youths showed positive engagement with social media skits advertisements. The idea of incorporating humour into these advertisements resonated well with the youths as well. The use of familiar social media influencers or celebrities in the skits also enhanced the credibility of the brand or product advertised according to the youths and in turn enhanced their appeal.
Furthermore, findings from this study revealed that youths are more likely to respond favorably to skits that come across as authentic rather than overly promotional. Skits that blend product placement seamlessly into the storyline. And also as a result of the prevalence of short attention spans on social media, skits that are concise and to the point tend to perform better. Keeping the content engaging and brief increases the likelihood of holding the youths' attention, therefore this discourse proved brevity as a key success factor for social media skits advertisements especially when targeting youths.
