A leading marketing strategist, Oghogho Osemwegie, has raised concerns over a growing creativity crisis in the entertainment sector, highlighting that many brands are sacrificing originality to chase algorithm-driven visibility.
Osemwegie, renowned for her expertise in entertainment media marketing and brand positioning, explains that the shift from traditional media to social platforms has dramatically changed how audiences engage with content.
“Over the last few years, entertainment marketing has evolved,” she said. “Television, radio, and billboard campaigns have been largely replaced by social media and influencer partnerships.
While digital platforms offer wider reach and measurable impact, many brands now prioritize viral trends over meaningful storytelling.”
Based on her research with a top U.S. marketing firm, Osemwegie observed that algorithmic reach has become a key metric, often overshadowing brand identity.
This shift, she notes, contributes to audience fatigue and growing scepticism about the value of online content.
She recalled a viral online controversy on January 19, 2025, when a tweet about the “top ten most liked TikTok posts” sparked debate.
Users criticized the content for lacking depth, relying instead on exaggerated expressions, fleeting trends, and superficial vibes.
“This incident highlighted the dangers of valuing engagement metrics over creativity,” she added.
Osemwegie also emphasized the wider impact of algorithm-focused marketing.
Marketing teams are now allocating over 57% of their budgets to digital campaigns, while IT and analytics teams refine algorithms to maximize content reach.
Product developers increasingly integrate meme-worthy moments and TikTok challenges into campaigns, further blurring the line between entertainment and marketing.
She warned that this approach risks stifling originality, making marketing efforts feel forced rather than inspired.
“Brands must balance algorithmic strategies with authentic, creative storytelling to sustain audience interest,” Osemwegie advised.
