This study investigates the role of social media in promoting the sustainability of indigenous culture. Focusing on the Nnanake Ekeke’s Ekpo Festival in Akwa Ibom State University Festival of Performances (AKSUFEST) 2024 edition, the vibrant celebration of the rich cultural heritage of the Annang and Ibibio people of Akwa Ibom State, Nigeria is highlighted. This study examines to use of social media platforms to enhance visibility, engagement, and participation in traditional cultural events which is poorly projected to the global community. This study deploys qualitative data collection techniques, in engaging Participants Observation and Key Informants interviews to draw content analysis of social media interactions related to the festival. The study identifies key social media platforms utilised during the festival, such as Facebook, WhatsApp, Instagram, and Twitter, and assesses their effectiveness in promoting culturally themed productions during the AKSUFEST and beyond. The study reveals that, when harnessed effectively, social media can serve as a powerful ally in the promotion and revitalisation of cultural heritage, ensuring that traditional practices like the Ekpo Festival continue to thrive in an increasingly globalised world. In recommendation, it will be creating engaging content by using high-quality images, videos, and live streams to showcase cultural events, performances, and traditions. This helps create a deeper connection with the audience and nurtures interest. It will encourage user-generating content for their online groups and channels. This not only promotes the event but also increases our socio-cultural relevance in the global community.

Aniebiet Unwana MBEDE, Nsisong Asuquo AKPAN,"Social Media and The Sustainability of Indigenous Culture in Akwa Ibom State: Ekpo Festival Aksufest in Review" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(397-407) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.