There is always that shock whenever you talk about something or watch a random post, and suddenly, your phone starts showing you more of it. It feels like magic, or maybe something deeper. You talk about jollof rice, and boom, recipes and food influencers start lining your feed. You mention travelling, and all of a sudden, travel vloggers and Bolt ads appear.
People keep asking the same question: “Is my phone listening to me?”
Precious once mentioned to her friend that she was house-hunting. Two days later, her TikTok feed became a parade of realtors showing off apartments from different locations. She swore her phone had ears. But the truth is, it does not need to listen. It already knows you.
The algorithm is watching
That moment when you think you are just catching cruise online, watching a video, liking memes and ranting in the comments, that is you feeding the algorithm. Every scroll tells it what kind of content you enjoy. Every pause on a video teaches it how long your attention lasts. Even the songs you replay, the posts you skip, or the emojis you use are signals.
Every day, social media studies you quietly; it observes your scrolling behaviour.
And it starts from the very beginning. Each time you install a new app or sign up for a platform, it asks for permission: “Allow access to your photos?” “Allow this app to track your activity across other apps?” We click “yes” almost instantly because we just want to get started. Nobody reads the terms and conditions; who has the time?
But that is where the deal is made.
You grant permission for apps to monitor your location, study your browsing history, and even see what you search for on other platforms. Once you agree, you give the app the freedom to build a full picture of your digital life.
Your data is actually the Product
We often think social media is free. It is not. You may not pay with naira, but you pay with data, your habits, your mood, your interests, your secrets.
This information is what companies use to target you with ads. Ever notice how, after watching one skincare video, your Instagram suddenly becomes a beauty store? Or how Twitter (now X) shows you job adverts right after you tweet about being tired of your office? That is the algorithm doing its job.
According to Statista, Nigeria has over 34 million active social media users. Each one of those users generates thousands of data points daily, from the kind of phone they use to the brands they engage with. All that information is stored, analysed, and sold to advertisers. It is a billion-dollar economy, and most of us do not even realise we are the product.
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The algorithm does not just collect data; it learns from it. Over time, it begins to predict your behaviour, what time you are likely to scroll, when you are feeling bored, and what will make you stop and watch. That is why your feed always feels personal. It has studied you long enough to know how to keep you hooked.
It also explains why social media can feel addictive. Every like or comment gives your brain a small rush of dopamine, the same chemical that makes gambling exciting. That feeling keeps you coming back, and the longer you stay online, the more data you produce.
It is not by mistake. It is designed.
So, can you escape it?
Completely? No. But you can reduce how much of yourself you give away.
You can start by turning off “app tracking” in your phone settings and make sure not to link every app to your Facebook or Google account. Be mindful of what you post, your birthday, location, and even photos of your location can reveal more than you think.
And maybe, just maybe, try logging off once in a while. The less time you spend online, the less the system learns about you.
There is no doubt that social media is fun. It connects people, builds communities, and spreads ideas, providing information. But behind the laughter and hashtags is a quiet trade, your data for their profits.
The next time you are scrolling and that oddly specific ad pops up, do not panic. Your phone is not reading your mind. It is just reading you.
