In the age of digital transformation, the question is no longer whether technology influences education, but how. Nowhere is this more evident than in Nigeria, where eight years of Google search trends, especially from platforms like YouTube, offer an unexpected lens into how students engage with the Joint Admissions and Matriculation Board (JAMB) exams and why so many continue to underperform.
Between 2018 and 2025, JAMB exam results show a consistent pattern. The overwhelming majority of candidates, typically over 75 percent, score below 200 out of a possible 400. While this suggests deeper systemic issues in Nigeria’s education sector, it also invites us to examine the growing role of digital behavior in shaping academic outcomes. A close look at Google search interest in JAMB-related terms and the rise of platforms like TikTok and YouTube reveals a story of both opportunity and distraction.
A Troubling Trend in Performance
The data paints a sobering picture. In 2018, 74.1 percent of JAMB candidates scored below 200. By 2020, that number had risen to 79.2 percent. The year 2021 marked a low point, with a staggering 87.2 percent scoring below the benchmark. Although scores slightly improved in the following years, 2025 still saw 78.2 percent fall below 200.
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Exhibit 1: Jamb results from 2018 to 2025
These figures should raise concern. In a nation where access to higher education is a critical ladder out of poverty, JAMB performance remains a formidable gatekeeper. But what’s more revealing is how students are preparing, or not preparing, for this crucial exam.
The Rise of YouTube as a Learning Tool
Google search data, primarily reflecting YouTube activity, shows a clear upward trend in interest for “JAMB questions” and “JAMB answers.” From just two searches in 2018, interest in “JAMB questions” rose to 15 by 2025. “JAMB answers” went from virtually nothing to six within the same period. On the surface, this suggests a growing awareness among students of the need to seek academic support online.
However, a deeper look suggests something more complex. While “JAMB questions” implies a legitimate attempt to practice or understand the exam, the parallel rise in searches for “JAMB answers” hints at a problematic culture, one that leans toward shortcuts rather than comprehension. This behavior reflects a broader trend. The internet is not just a learning space, it is also becoming a source of potential malpractice.
The TikTok Distraction
The influence of social media cannot be ignored, particularly TikTok, which surged in popularity from 2020 onward. In 2021, TikTok-related search interest spiked to 703, coinciding with the worst JAMB performance year. It peaked at 993 in 2022 before beginning a gradual decline.
This timing is critical. As students flocked to TikTok, long-form educational content on YouTube seemed to be supplanted by short, addictive videos. While TikTok does host educational creators, its algorithm is optimized for entertainment, not academic depth. In the absence of discipline and content curation, TikTok became more of a distraction than a learning aid.
Interestingly, Instagram’s influence declined steadily across the same period. This suggests that younger users were abandoning one platform in favour of the more dynamic TikTok. This shift also symbolizes a deeper evolution in digital consumption patterns, where brevity rather than depth defines engagement.
Exhibit 2: Public search interest between 2018 and 2025 (May 7, 2025)
Correlation Does Not Equal Causation, But the Connection Matters
It would be simplistic to say social media caused Nigeria’s poor JAMB results. The roots of underperformance lie in broader issues, including underfunded schools, overloaded syllabi, poorly trained teachers, and socio-economic challenges. However, the digital behavior of students is a significant piece of the puzzle.
What the data suggests is a kind of double-edged sword. On one hand, students are actively searching for academic resources. On the other hand, they are doing so in a fragmented or sometimes misguided way. High search volumes for “JAMB questions” should, in theory, indicate better preparedness. Yet, the corresponding exam results suggest that either the quality of content accessed is low or students are not engaging deeply enough to benefit.
The Need for Digital Guidance
If we are serious about improving academic outcomes, particularly for standardized exams like JAMB, Nigeria must rethink its approach to digital education. First, we need to meet students where they are. This means creating and promoting high-quality, curriculum-aligned content on YouTube, TikTok, and other platforms students use.
Second, digital literacy must be integrated into secondary education. Students need to learn not just how to use the internet, but how to use it effectively for learning. They must be able to distinguish between entertainment and education, between real knowledge and quick fixes.
Finally, content creators, educators, and ed-tech startups should view this data as a call to action. There is a large, eager audience actively searching for help, but often not finding the right kind.