Storytelling Strategies and Cultural Representation in Nigerian Telecommunications Commercials on YouTube

Storytelling remains a central feature of advertising in Nigeria, yet systematic examination of its application in digital contexts remains limited. This study investigates the dominant storytelling strategies and patterns of cultural representation in Nigerian telecommunications commercials on YouTube from 2021 to 2025. Through quantitative content analysis of 19 purposively selected commercials from MTN, Airtel, Glo, and 9mobile brands, complemented by use of key informant interviews with seven (7) senior advertising professionals, the study documented the narrative structures and cultural themes that characterise the telecommunications’ campaigns. The analysis revealed that linear storytelling was the most commonly observed approach, appearing in 73.68% of the commercials, often layered with emotional or dramatic elements. In terms of cultural representation, convenience and accessibility emerged as the dominant theme (89.47%), followed by innovation/technology and humour/entertainment. Traditional markers such as use of African indigenous proverbs and overt national pride were largely absent. These patterns suggest that brands appear to adopt a pragmatic hybrid style that blends modern utility with selective local cues. Drawing on Rhetorical Tradition Theory and the Narrative Transportation and Engagement Model (N-TEM), the study discusses how Nigerian telecom advertisers may be adapting traditional oral storytelling logic to the demands of a skippable digital platform. The findings contribute to ongoing conversations about narrative persuasion in African digital advertising. Practical implications for advertising practitioners and suggestions for future research are discussed. By documenting observable patterns in storytelling strategies and cultural representation, the study contributes an empirical foundation for understanding how Nigerian telecom brands navigate the intersection of tradition, modernity, and digital platform demands. Practical implications for advertising practitioners and directions for future research are discussed.