A marketing strategist, Oghogho Osemwegie, has expressed concern over what she described as a growing creativity crisis in the entertainment industry, warning that brands are increasingly sacrificing originality in pursuit of algorithm-driven visibility.
Osemwegie, who’s also a brand positioning expert known for her work in entertainment media marketing, said the industry’s rapid shift from traditional advertising to social media campaigns has significantly altered audience engagement patterns.
According to her, although digital platforms provide wider reach and measurable impact, they have also created a system where visibility is often prioritised over substance.
“Over the last few years, entertainment marketing has changed dramatically,” she said. “Traditional advertising such as television, radio and billboards has taken a back seat as brands redirect budgets to social media and influencer partnerships. The pandemic accelerated this shift, making it necessary at the time. But now, instead of telling meaningful brand stories, many companies prioritise viral content at the expense of originality.”
Drawing from her research with a leading United States marketing firm, Osemwegie noted that many entertainment brands now prioritise algorithmic reach over strong brand identity, a trend she said is contributing to audience fatigue and growing scepticism.
She said the pressure to meet digital metrics has led to marketing efforts that feel forced rather than inspired.
Recalling a recent online controversy, she said, “On January 19, 2025, a tweet about the top ten most liked TikTok posts went viral. The common theme was that people complained none of them had depth. They relied on exaggerated facial expressions, trends and vibes rather than meaningful content. This sparked debates about whether TikTok should remain banned.”
Osemwegie added that the impact of algorithm-driven marketing extends beyond creative teams.
“Marketing teams, under pressure to produce viral content, have allocated over 57 per cent of their budgets to digital advertising, shifting away from traditional media. IT and data analytics teams now focus on refining algorithms that determine content reach, while product development teams integrate meme worthy moments and TikTok challenges into campaigns to maximise engagement,” she said.
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