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The Complex Relationship Nigerians Have with Struggling Content Creators
In Nigeria, there is a peculiar fascination with content creators who portray lives of hardship-until those creators begin to improve their circumstances. This phenomenon, deeply rooted in the cultural mindset often described as the “I better pass my neighbour syndrome,” extends beyond everyday interactions and permeates social media platforms, especially TikTok. A distinct genre of content, which I refer to as poverty-core, has emerged and gained massive traction.
Defining the “Poverty-Core” Content Trend
Creators within this niche are easily recognizable by their raw, unpolished videos-often shot on basic Android phones with grainy visuals. Their content typically features modest living spaces, such as cramped one-bedroom apartments with visible signs of wear, and everyday struggles like cooking budget-friendly meals or managing large families under challenging conditions. These creators document their realities candidly, offering viewers an intimate glimpse into their lives.
Why Does Hardship Attract So Much Attention?
There is a powerful emotional pull in witnessing someone’s struggle, especially when it mirrors or even exceeds one’s own challenges. Pity, in this context, becomes a currency that drives engagement. Just as a chilled bottle of water is a coveted relief during Lagos’s sweltering traffic, so too is the empathy-or sometimes schadenfreude-elicited by these videos. When the algorithm amplifies a single post, it can quickly garner hundreds of thousands of likes, propelling creators into sudden online fame.
This dynamic often stirs mixed feelings among viewers. On one hand, there is genuine compassion; on the other, a subtle sense of superiority. The thought that “my situation isn’t as bad as theirs” offers a strange comfort. For example, someone might feel relieved that they don’t have to ration a single fish across multiple meals, as some creators openly share.
The Cycle of Content and Support
Creators frequently post continuous updates about their daily lives, which keeps their audience engaged and often leads to financial support through donations or gifts. This cycle of sympathy-driven content and viewer generosity fuels the creators’ visibility and sustains their online presence.
Entrepreneurs and brands have also tapped into this trend, sending free products, offering complimentary services, or inviting creators to exclusive events. In exchange, these creators promote the brands, tagging them in posts and stories, which boosts the businesses’ online reach. While this arrangement benefits both parties, the conversion of this exposure into actual sales remains uncertain.
The Backlash When Success Arrives
However, the goodwill doesn’t always endure. When these creators begin to enjoy the perks that were once out of reach-such as dining at upscale restaurants or receiving premium beauty treatments-some followers react with resentment. The same audience that once rooted for their survival now feels alienated, as if the creator has abandoned the shared struggle.
This shift often triggers a wave of negative comments, sometimes dismissed as “cruise” or harmless teasing, but which can escalate into harsh criticism and misinformation. Viewers may accuse creators of forgetting their roots or “selling out,” despite the fact that their growth is a natural progression. Examples include a university student gaining recognition for her honest product reviews, a young mother of four sharing her family life, or a woman facing public scrutiny after leaving a former partner under complex circumstances-each facing backlash as their narratives evolve.
Understanding Parasocial Bonds and Their Impact
The support Nigerians show for poverty-core creators often stems from parasocial relationships-one-sided emotional attachments where viewers feel intimately connected to the creators. When these creators improve their lives, followers may perceive this as a betrayal or loss of authenticity, fueling a cycle of attachment, disappointment, and disengagement.
Our digital culture tends to prioritize relatability over achievement, celebrating shared hardship rather than success. This mindset risks trapping creators and audiences alike in a loop where progress is mistaken for arrogance, and growth is met with suspicion rather than encouragement.
Moving Forward: Embracing Growth Over Hardship
To foster a healthier online environment, it is crucial to shift the narrative from romanticizing struggle to celebrating advancement. Recognizing and applauding creators’ achievements can inspire others and break the cycle of envy and resentment. As Nigeria’s digital landscape continues to evolve, embracing stories of resilience and success will enrich the community and promote genuine support.
