My Nigerian Social Media Timeline

I want to start this blog post by saying that a huge portion of Nigerian social media is locked in a very complex and non-progressive algorithm (this is open for debate). Too many people are invested in mundane arguments that lead nowhere productive. Some would argue that social media is supposed to be for entertainment, nothing serious or deep, but with things like algorithms and people spending valuable hours online (sometimes doing nothing), one can't just take social media for granted. People literally live for and worship social media engagement.

Considering the alarming state of multi-dimensional poverty in that country, you would think discussions that are focused on improving well-being and the economy would get more traction. But Alas!

A sad paradox is that the Nigerian society is too classist for a country where over half of the population are likely living below the poverty line (I would argue that number could be worse). Perhaps, the insane level of poverty creates the aspirational hunger where people hate their state of existence by living in denial and roaming around in a cloak of pretense. There is also the "i better pass my neighbour" mentality. A bigger problem than you'd imagine.

Nigerian social media is a space with more folks who can't help the urge to be condescending towards strangers, especially when they see you have relatively fewer followers and engagement. Folks that wake up with the vitriol of being master trolls with data they can barely afford. An example is the people under Chef Dammy's post that she does not quite fit the "Chef" aesthetics. Even though you wonder what the frame of reference is that someone will have that audacity to tell someone trying to build her brand that she is never going to be good enough.

The algorithm will push the dumbest content and mundane arguments to your timeline once you cross over to Nigerian social media. If it's not some argument about tribal bigotry, morality, religion, or folks attempting to shred each other to pieces because they are defending a pastor or some church, you will find people toxically bantering each other over some narrow marriage or relationship hot takes. The comments sometimes have me hollering, and some days, I am shocked at how loud and ignorant folks are behaving. On rare occasions, you may be lucky to see folks have serious conversations about a viral news headline and the real impact. But they move on quickly as long as it does not directly impact them (but don't we all?)

Have seen people fighting under Temi Otedola's post after she publicly declared she was Mrs. Ajibade. Little wonder those rich folks kept the wedding private, capped at 100 guests. The 3-country-destination wedding was far away from the usual crowd madness. Vogue is why millions across the world are probably seeing those wedding pictures because none of those who attended said anything on social media to raise any dust (hahaha...even those Nigerian gossip bloggers missed this one - a wedding that happened in May).

You wan beat person ontop wedding dem no even invite you, and the celebrants no send your existence? abeg help me understand!

Energy to banter about contestants in the popular Nigerian reality shows but deafening silence about questioning the place of Nigeria in the ongoing geopolitical drama and dumpster fire madness happening globally. You ask simple questions about headlines; the conversation dies a natural death because more people are invested in the private lives of celebrities and the bedroom business of influencers, which, in the scheme of things, does not even concern that many people commenting all over social media.

I also want to argue that there are more passive social media users than active users whose mindsets are shaped by this kind of backward and removed-from-reality algorithm that impacts the psyche and lens through which many folks in that geographical area see the world. Hence, the ability to critically think about real-world issues that impact them is limited. These algorithms cap the reality that is available. Hence, folks are locked in, blind to the fact that something different exists elsewhere and that their lives could be better than what presently obtains.

A simple 20-word-limit post about geopolitics or governance is so complex, but folks can't seem to get enough of longer posts about religion, celebrities, or relationships. It's not like those social issues are not valid; the irony is how those arguments lead nowhere; a painful waste of emotions, time, and data. A cycle to trigger people who are already bored and farm engagement.

Some days are good. I accidentally come across some content, and I wonder where folks like this have been because you can tell it's intelligent and productive content that would be beneficial to millions considering the state of the economy. At this point, laughing at jokes and vibes should not be enough. Those kinds of content outside the usual suspects struggle for engagement. Whatever is up with the social media algorithm, I cannot say for sure, but it makes you wonder how millions of the people operating in such an economy are unbothered. In other parts of the world, politics and social issues go bar for bar with engagement, and the numbers are there to show for it.

I am ranting to myself anyways. These things are always as complex as they are exhausting. The more you look, the less you understand. I guess that is why millions of Nigerians just exist in that blind bubble, unbothered about the madness of global geopolitics, because I am not sure if I even have the patience to explain to anyone how global events impact the cost of a mudu of garri in one small corner of the world. Folks just want to eat and survive.