Oghogho Osemwegie, a marketing strategist, has expressed concern about what she sees as a growing creativity crisis in the entertainment industry, warning that brands are increasingly sacrificing originality in the pursuit of algorithmic visibility.
Osemwegie, a brand positioning expert best known for her work in entertainment media marketing, believes the industry’s rapid shift from traditional advertising to social media campaigns has significantly altered audience engagement patterns.
According to her, while digital platforms provide greater reach and measurable impact, they have also created a system in which visibility often takes precedence over substance.
“Over the last few years, entertainment marketing has changed dramatically,” she explained. “Traditional advertising, such as television, radio, and billboards, has taken a back seat as brands shift their budgets to social media and influencer partnerships. The pandemic accelerated this shift, which was necessary at the time. But now, instead of telling meaningful brand stories, many companies prioritise viral content over originality.
Drawing on her research with a leading US marketing firm, Osemwegie observed that many entertainment brands now prioritise algorithmic reach over strong brand identity, a trend she believes is contributing to audience fatigue and growing scepticism.
She stated that the pressure to meet digital metrics has resulted in marketing efforts that are forced rather than inspired.
Referring to a recent online controversy, she stated, “On January 19, 2025, a tweet about the top ten most liked TikTok posts went viral. People repeatedly complained that none of them had depth. They used exaggerated facial expressions, trends, and vibes instead of meaningful content. This sparked debate over whether TikTok should remain banned.”
Osemwegie also stated that the impact of algorithm-driven marketing goes beyond creative teams.
“Marketing teams, under pressure to create viral content, have allocated more than 57% of their budgets to digital advertising, moving away from traditional media. IT and data analytics teams are now working to improve algorithms that determine content reach, while product development teams incorporate meme-worthy moments and TikTok challenges into campaigns to increase engagement,” she explained.
