The impact of social media algorithms on digital marketing effectiveness: A case study of a content creator in Lagos, Nigeria
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Background of the study:
Social media algorithms play a pivotal role in shaping the digital landscape by curating content feeds and influencing engagement metrics. For content creators in Lagos, these algorithms determine the visibility of posts, thereby affecting overall digital marketing effectiveness. This study explores how algorithmic curation on platforms such as Instagram, Facebook, and TikTok impacts reach, audience engagement, and conversion for a content creator. Advanced algorithms analyze user behavior, interests, and interactions to deliver personalized content, which can either amplify or limit the creator’s visibility depending on evolving algorithmic rules (Adekunle, 2023). As digital marketing budgets increasingly rely on organic reach and targeted promotions, understanding these algorithms becomes critical for maximizing marketing effectiveness. The study investigates the interplay between algorithmic changes, content strategy adjustments, and performance metrics, with a focus on identifying how shifts in algorithm parameters affect audience retention and monetization efforts. It further examines challenges such as algorithmic opacity and unpredictable content performance that may undermine strategic planning. The research draws on both qualitative feedback from the content creator and quantitative data analysis to provide a comprehensive view of the subject. This inquiry is particularly significant in emerging markets like Lagos, where digital content creation is a rapidly growing industry, yet creators face significant uncertainty due to evolving algorithmic criteria (Ogun, 2024; Babatunde, 2025).
Statement of the problem:
Despite the content creator’s efforts to optimize digital strategies, unpredictable changes in social media algorithms have led to inconsistent reach and engagement rates. The opaque nature of algorithmic adjustments poses challenges in content planning and marketing effectiveness, resulting in lost revenue opportunities and diminished audience interaction (Chinwe, 2023). The inability to forecast algorithm behavior and measure its direct impact on key performance indicators creates a strategic gap. Consequently, there is an urgent need to understand and adapt to these algorithm-driven dynamics to enhance overall digital marketing outcomes (Ifeoma, 2024).
Objectives of the study:
To evaluate the impact of social media algorithms on content visibility and engagement.
To identify challenges faced by content creators due to algorithmic changes.
To propose strategic recommendations for optimizing digital marketing effectiveness.
Research questions:
How do social media algorithms affect content reach and engagement?
What challenges do content creators face as a result of algorithmic adjustments?
What strategies can mitigate the negative impacts of algorithm changes?
Significance of the study:
This study offers valuable insights into the influence of social media algorithms on digital marketing, guiding content creators in Lagos to better navigate algorithmic challenges. The findings will assist digital marketers in refining strategies to maximize reach and engagement, ultimately contributing to more effective and sustainable content creation practices.
Scope and limitations of the study:
The study is limited to examining the impact of social media algorithms on the digital marketing effectiveness of a single content creator in Lagos. It does not extend to other digital marketing channels or regions.
Definitions of terms:
Social Media Algorithms: Computational methods that determine the content displayed to users based on various signals.
Digital Marketing Effectiveness: The measure of how well digital marketing strategies achieve desired outcomes such as engagement and conversion.
Content Creator: An individual or entity that produces and distributes digital content for online audiences.
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