Nigerian content creators are raising concerns over TikTok’s latest algorithm changes, saying the platform now prioritises celebrities and established influencers over smaller accounts, making it harder for new creators to gain visibility.
Creators have seen a sharp decline in engagement since early 2025, with videos struggling to reach wide audiences unless posted by users with an existing high profile.
TikTok began updating its content recommendation system in 2024, placing more emphasis on specific engagement signals such as complete video views, watch time, shares, comments, and rewatch ability. The platform has also increased efforts to curb artificial engagement tactics, including clickbait strategies and engagement pods.
For Nigerian creators, the algorithm shift is part of a broader set of challenges. Many are excluded from TikTok’s monetisation 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.”
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