Rising Concerns Among Nigerian Content Creators Over TikTok’s Algorithm Changes
Nigerian content creators are expressing growing concerns over recent updates to TikTok’s algorithm, which they claim now favor established influencers and celebrities over emerging creators. This shift has made it increasingly difficult for smaller accounts to gain visibility and grow their audience on the platform.
Since early 2025, many creators have noticed a significant drop in engagement, with videos struggling to reach a wide audience unless they are posted by users with an already high profile. The change has left many questioning how they can compete in a space that seems to be becoming more exclusive.
Adebayo Temitayo, known online as Realjjfrosh, shared his perspective with a local publication. “The TikTok algorithm has changed totally,” he said. “Before, you didn’t need to be famous to go viral. Now, even creators with millions of followers are getting just a few thousand views. It’s not like before.”
TikTok started updating its content recommendation system in 2024, focusing more on specific engagement signals such as complete video views, watch time, shares, comments, and rewatch ability. The platform has also taken steps to reduce artificial engagement tactics, including clickbait strategies and engagement pods.
These changes mean that videos must now maintain viewer attention throughout and encourage authentic interaction to be promoted on the For You Page, which is the main driver of content discovery on the app.
For Nigerian creators, the algorithm shift is part of a broader set of challenges. Many are excluded from TikTok’s monetization programs, such as the Creator Fund and Creativity Programme, which remain unavailable in Nigeria. In addition, stricter content moderation policies are making it harder for influencers to navigate the platform without risking content removal or reduced reach.
“This new system is making things very difficult for upcoming creators,” said Temitayo. “If you’re not already famous, your videos just won’t trend like they used to.”
Despite these concerns, TikTok has not responded to inquiries seeking comments on the issues raised by Nigerian creators. Globally, the company has stated that its algorithm updates aim to improve user experience and promote meaningful engagement while reducing the spread of low-quality or misleading content.
Nigeria is one of TikTok’s fastest-growing markets in Africa, with millions of users actively creating and consuming content daily. The platform has become a key channel for entertainment, brand partnerships, and digital entrepreneurship. However, for many local creators, the recent changes are raising fears that the path to success is narrowing.
Challenges Faced by Emerging Creators
- Decreased Visibility: Smaller accounts struggle to gain traction as the algorithm favors established creators.
- Monetization Barriers: Lack of access to TikTok’s monetization programs limits financial opportunities for many.
- Content Moderation Issues: Stricter policies increase the risk of content removal or reduced reach.
- Engagement Requirements: Videos must now meet higher standards to be promoted on the For You Page.
As the platform continues to evolve, many creators are left wondering how they can adapt and thrive in an environment that seems increasingly stacked against them. The future of content creation on TikTok remains uncertain, with ongoing debates about fairness, accessibility, and the role of algorithms in shaping online success.
