By Kavi Shahnawaz
In 2014, the world was struck by the highly addictive lip-syncing app known as Musical.ly. Though undoubtedly successful, it was the app’s 2018 rebranding to TikTok that marked the beginning of its international takeover. TikTok, in a similar vein to Musical.ly, thrives on the spectacle of short, digestible video clips, but unlike its predecessor, TikTok creates space for a much more vast array of content.
Due in large part to the widespread boredom during Covid-19 lockdowns in 2020, what started out as not much more than a catalog of viral dance challenges and audios grew into an inferno of influencers catering towards audiences that represent a seemingly unlimited number of interests. The popularity of the app has only continued to skyrocket into 2024 as it has become a place for people to get not only entertainment, but news, life advice, and clothing inspiration.
"This seamless algorithm-based user experience sets people up to mindlessly scroll for hours on end."
The one through line across the expansive social media site is the presence of targeted ads on the For You Page. This seamless algorithm-based user experience sets people up to mindlessly scroll for hours on end, being exposed to an onslaught of sponsored posts interspersed amid their regular suggested content.
Source by Faith Eckley
TikTok influencers and the "TikTok Shop" feature of the app drive consumerism amongst its users.
A newer update which has had mixed reviews is the TikTok Shop tab, which officially integrates e-commerce into the app’s functionality. With TikTok being the global phenomenon that it is, companies from various sectors understandably capitalize on the opportunity to market their products and services to millions of people every day. Further, influencers earn extra income by selling merchandise, accessories, etc. on their account to get their loyal viewers to support their brand financially.
“Literally everything is on TikTok Shop and it’s like Wish (an infamous online shopping service), but worse,” said second-year Alex Kaur in reference to the heavy-handed advertising of TikTok Shop items. Since this facet is embedded into the app’s interface, users cannot get rid of it even if they are not a fan of being bombarded with the marketing of consumer goods that are of no use to them—much to the chagrin of several students. “I’m on TikTok, but don’t use TikTok Shop. If there was an option for those who buy off TikTok to have marketed ads on their feed while those who don’t can turn them off, that would help my experience significantly,” asserted second-year Haley Rymarkiewicz.
Big corporations have been at the forefront of consumerism discourse, but it is a relatively new concept for individuals and small businesses to be considered part of the problem. Their massive fanbases, made up of predominantly young people, are easily convinced to jump on trends ranging from clothing to books to water bottles. These creators are acutely aware of their outreach, yet fail to realize that misusing their power can have serious consequences.
“With the new niche of influencers participating in consumerism, more and more people are buying things they do not need, leading to more waste, carbon emissions, and pollution,” elucidated grad student Annabelle Kim. The fast fashion industry, known for its rapid, wasteful, and cyclical production, sale, and disposal of low-quality clothing is the most tangible example of environmental harm as a result of the intersection between influencer culture and consumerism. This particular topic also raises ethical concerns, leading many people pledging to “give up fast fashion” as their 2024 New Year’s Resolution.
On top of the environmental destruction and moral strain that can be traced back to some TikTok influencers, their devout commitment to business sends the wrong message to their viewership in two distinct ways. For one, the most popular people on TikTok used to be a reflection of the average user: relatable, not overly serious all the time, and a maker of iPhone videos as opposed to “content.” But now, the highest earners on TikTok are people with an eye for business who calculate every move they make. This shift effectively widens the gap between viewers and content creators.
"Creating a microcosm of amplified consumerism within an hyper-relevant medium makes greed spread to all corners of society."
Moreover, although consumer goods must be sold and purchased in order to survive under capitalism, creating a microcosm of amplified consumerism within an hyper-relevant medium makes that greed spread to all corners of society.
At the end of the day, people can choose what content to post and consume on the internet. But influencers and creators alike must start internalizing that at the same time they are promoting the trendiest new product, they are also pushing forward the detrimental idea that buying said product (and the next ones in line) is the key to happiness and fulfillment.
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