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When Mohammed Yusuf resigned from his “poorly paid” teaching job in Ilorin, Kwara State, in October 2025, he hoped a new source of income would help him survive Nigeria’s economic hardship. After weeks of unsuccessful job searches, he invested borrowed money to begin a Point-of-Sale (PoS) business that he hoped would keep him afloat.
As Mr Yusuf searched online for opportunities, TikTok’s algorithm appeared to understand his search interest. His feed became increasingly populated with video ads promising financial support such as grants, loans, giveaways, and investment opportunities. One advert, carrying
