TikTok has rejected allegations that its updated algorithm prioritises celebrities and established influencers at the expense of up-and-coming content creators especially in Nigeria, where many creators are reporting a sharp drop in views and engagement.
Responding to growing concerns, TikTok’s Head of Communications for Sub-Saharan Africa, Keagile Makgoba, told The PUNCH via email that follower count or past viral success does not determine how a new video performs.
“Video views will vary, and performance is not based on follower count or previous success. The ‘For You’ feed is driven by user interaction patterns,” Makgoba explained.
Nigerian creators say the platform no longer feels like the equal-opportunity space it once was.
“The TikTok algorithm has changed totally,” said Adebayo Temitayo, a 20-year-old influencer from Ondo State, known as Realjjfrosh. “Before, anyone could go viral. Now, even top creators get fewer views.”
TikTok rolled out changes to its content recommendation system in 2024, aiming to improve user experience through more meaningful engagement. The algorithm now prioritises factors such as watch time, video completions, replays, and user interactions like shares and comments.
Makgoba noted that the platform recommends content based on how users engage with videos—through likes, follows, and hashtags—tailoring each feed to individual preferences.
Adding to the frustration, Nigeria remains excluded from TikTok’s monetisation initiatives like the Creator Fund and the Creativity Programme. Stricter content moderation rules are also making it more difficult for creators to post without risking shadow bans or demonetisation.
“This new system is making things very difficult for upcoming creators,” Temitayo said. “If you’re not already famous, your videos just won’t trend like they used to.”
Despite the complaints, TikTok’s popularity continues to rise in Nigeria—one of its most active user bases in Africa. The app plays a major role in shaping the country’s digital trends, from music and comedy to marketing and youth culture.
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