From Hashtags to Heartbreak: When Social Media Stars Failed the 2027 Primaries
By Kabir Akintayo
In Nigeria’s rapidly evolving political landscape, social media has become one of the most powerful tools for shaping public opinion, building personal brands, and projecting political ambitions. Platforms such as X, Facebook, Instagram, TikTok, and YouTube have transformed ordinary citizens into influencers and elevated politicians into digital celebrities with millions of followers.
Yet, the outcome of the 2027 party primaries has once again exposed a hard political truth: social media popularity is not the same as electoral strength.
Across the country, several aspirants who dominated online conversations, trended for weeks, and appeared unbeatable in social media polls suffered disappointing defeats when party delegates and stakeholders eventually cast their votes. Their losses have reignited a familiar debate about the growing disconnect between digital influence and grassroots political structures in Nigeria.
Among the most notable casualties of the 2027 primary season were celebrity businessman Cubana ChiefPriest, activist Aisha Yesufu, actor-politician Desmond Elliot, former Minister of Power Adebayo Adelabu, and social media sensation Abdulazeez Abubakar, popularly known as Kaka.
Their experiences provide yet another reminder that while social media can amplify a candidate’s voice, it cannot replace the painstaking work of building political structures, cultivating party relationships, and winning grassroots support.
Perhaps one of the biggest surprises of the primary season was the defeat of nightlife entrepreneur and social media celebrity Cubana ChiefPriest.
With millions of followers across various platforms, celebrity connections, and enormous public visibility, many believed he possessed all the ingredients necessary for political success.
His decision to contest for the APC ticket for the Orsu/Orlu/Oru East Federal Constituency seat in Imo State generated excitement among supporters who assumed his popularity and financial strength would easily secure victory.
Reality proved otherwise.
When delegates voted, Cubana ChiefPriest reportedly secured only 14 votes, a result that stunned many online supporters.
The outcome demonstrated a lesson that Nigerian politics has repeatedly taught: admiration on social media does not automatically translate into support within party structures.
For years, Aisha Yesufu has been one of Nigeria’s most visible civil rights activists.
From the Bring Back Our Girls campaign to her prominent role in the Obidient movement, she cultivated a reputation for courage, activism, and political engagement. Her social media influence extends far beyond Nigeria’s borders.
When she entered the race for the Federal Capital Territory Senate seat under the National Democratic Coalition (NDC), many supporters of its Presidential Candidate, Peter Obi considered her candidacy formidable.
Online endorsements poured in. Social media conversations suggested victory was within reach.
Yet when the delegates made their choice, the outcome was different.
Despite her enormous online appeal, Yesufu failed to secure the party’s ticket.
Her experience reinforced a recurring reality in Nigerian politics: influence on social media does not necessarily translate into influence within party structures where delegates, ward leaders, and political stakeholders often determine outcomes.
Few Nigerian entertainers have made a transition into politics as successfully as Desmond Elliot.
The actor and filmmaker built a strong public profile before entering the Lagos State House of Assembly, where he served for several years.
His name recognition remains one of the strongest among Nigerian politicians.
However, visibility alone proved insufficient during the APC primaries.
Despite leveraging social media to reconnect with constituents and maintain political relevance, Elliot struggled to secure the support required to emerge victorious.
His defeat underscored a growing lesson for celebrity politicians: electoral politics requires much more than fame. It demands organisation, relationships, local engagement, and political machinery.
Perhaps no defeat better illustrates the gap between online popularity and political reality than that of Abdulazeez Abubakar, popularly known as Kaka.
A prominent social media commentator and influencer, Kaka built a substantial following through political engagement and public commentary.
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When he entered the APC primary for Kaduna North Federal Constituency, many online supporters projected him as a strong contender.
Several social media polls even suggested he was among the favourites.
The delegates had a different opinion.
When voting concluded, former lawmaker Samaila Abdu Sulaiman secured victory with 3,049 votes, while Kaka reportedly managed only 65 votes.
The result became one of the most striking examples of the limitations of digital popularity.
While online supporters celebrated him as a rising political force, those with voting power overwhelmingly backed another candidate.
Former Minister of Power, Adebayo Adelabu, entered the Oyo governorship race with considerable advantages.
He enjoyed national visibility, government experience, and significant media attention.
Many observers considered him one of the strongest contenders for the APC ticket.
Yet he lost to Senator Sharafadeen Alli, a politician viewed by many as possessing stronger roots within the party structure.
The result once again demonstrated that political organisation, stakeholder relationships, and party loyalty often outweigh public visibility.
In delegate-based elections, candidates who invest in long-term political structures frequently outperform those who rely primarily on popularity.
The struggles witnessed during the 2027 primaries are far from unprecedented.
Nigeria’s political history is filled with examples of celebrities and public figures who discovered that popularity does not automatically produce electoral success.
Musician Bankole Wellington, popularly known as Banky W, generated enormous enthusiasm when he ventured into politics. His campaigns attracted strong youth support and dominated online conversations.
Yet despite repeated attempts, he failed to secure victory in his bids for the House of Representatives seat in Eti-Osa.
Similarly, celebrated musician Abolore Akande, known as 9ice, entered politics with considerable public goodwill but struggled to convert celebrity status into electoral success.
The list continues to grow with each election cycle.
No discussion about social media politics in Nigeria is complete without mentioning Dino Melaye.
Few politicians have mastered digital engagement as effectively as the former senator.
His dramatic videos, catchy slogans, and constant online presence have made him one of the country’s most recognisable political figures.
During the 2023 Kogi governorship election, Melaye dominated social media conversations and attracted widespread media attention.
Yet when votes were counted, he lost to Ahmed Usman Ododo.
His defeat reinforced a simple reality: viral content, trending hashtags, and media visibility do not necessarily translate into electoral victories.
One reason many observers misread electoral outcomes is the growing influence of social media polls.
These polls often project celebrity aspirants as overwhelming favourites because they primarily attract responses from urban, internet-active audiences.
Actual elections are fundamentally different.
They involve delegates, ward leaders, community influencers, party officials, and stakeholders spread across diverse geographical and socio-economic backgrounds.
Consequently, candidates who dominate online discussions sometimes struggle in real-world contests because their support exists largely in virtual spaces.
Political analysts often describe this gap as the difference between “virtual popularity” and “electoral viability.”
The 2027 primaries have once again delivered a powerful lesson to politicians and aspiring office holders.
Social media remains an important instrument for communication, visibility, mobilisation, and narrative-building. It can introduce candidates to national audiences and generate enthusiasm among supporters.
But elections are not won through hashtags alone.
From Cubana ChiefPriest in Imo to Aisha Yesufu in Abuja, from Kaka in Kaduna to Adebayo Adelabu in Oyo, the message is unmistakable: followers are not delegates, likes are not votes, and trending topics are not political structures.
In Nigeria’s complex political environment, electoral success still depends on grassroots organisation, stakeholder engagement, party loyalty, and the ability to build enduring relationships beyond the digital space.
The lesson from the 2027 primaries is clear: social media may create political celebrities, but only real political structures create electoral winners.
