TikTok is the social platform that has taken over the internet. It's so easy to scroll on TikTok and lose track of time. It took me a while to get on TikTok, but I was hooked once I downloaded the app. My TikTok feed is filled with suggestions for the newest and trendiest products. Sometimes, when we choose not to buy into the latest trends, we feel a bit of FOMO (fear of missing out), which is common among young people who need to fit in.
We often compare ourselves to influencers who flaunt designer clothing, flat stomachs, expensive makeup hauls, and frequent European vacations, making it seem normal. Most of us are not influencers and don’t have the luxury to make needless purchases. Just keep in mind influencers need to buy products to create content for their social media to receive more engagement and to make money. When we buy into the latest trends, we are out of pocket; influencers are not.
TikTok constantly subtly encourages us to buy products through influencer marketing. Influencer marketing is a strategy used where a company offers sponsorship, free products, or commission on sales to influencers. Just be wary that influencers may be dishonest or exaggerate the benefits of how good a product is. Influencer marketing is more implicit from advertising, which relies on followers’ trust in the influencer’s opinion and recommendations. We feel like we “know and trust” an influencer, and we feel like they are less biased when, in fact, their opinion can indeed be bought.
Consumerism may be flooding our TikTok feeds, however, some TikTok users are fighting back in a new deinfluencing trend. Deinfluencing is a new social media trend where users aim to steer audiences away from purchasing unnecessary items, in contrast to influencer marketing, which encourages us to buy into trends.
Typically, in a deinfluencing video, a user will denounce a trendy product they bought after seeing it on TikTok. These videos are more trustworthy and will often dissect why a product is overhyped. TikTok creators who participate in deinfluencing often also gain more trust, views, and followers on their content.
Next time you feel the urge to make an impulsive purchase, ask yourself these questions to make a more intentional shopping decision.
Is this product just selling a fantasy or exaggerating its benefits?
Do I need this product?
Do I own something like this product, and if I do, what does it do differently?
Is this product made from quality ingredients or materials that will last over time?
How much maintenance or space does this product require?
Does this product fit with my current style?
Can I afford this product?
Have I spent too much money this month?
What benefits will this product bring to my life?
These tips can help you make more informed and intentional purchases. If you take anything from this blog post, try watching a deinfluencing video instead of a shopping haul video next time you’re scrolling through TikTok.
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