Amidst COVID-19 lockdowns, businesses capitalized on increased social media use and evolved their methods of consumer advertising. Instagram and TikTok both embedded “Shop” features which made purchasing goods from their targeted ads more accessible. Now, platforms once designed for connecting with others are providing another method of online retail. The relationship between social media’s influence and heightened engagement during quarantine affected consumer culture. This brought forth a new era of consumerism with an incessant stream of ads forming trends that cycle so quickly they become unattainable.
Companies utilize social media advertisements to reach target audiences, but the number of competitors saturate feeds with promotional videos. Users seeking entertainment are now vulnerable to compulsive shopping habits due to the concentration of ads. Frontiers in Psychology’s study confirmed that, “Users with high social media…usage…will have higher [chances of] compulsive buying.” Proving that prolonged exposure to advertisements impacts consumer behavior and therefore materialism within society.
The advertising market comprises more than just major corporations; content creators receive commissions for sponsoring products including makeup, skincare, and clothes. These “influencers” redefine traditional marketing by first establishing relationships with their audience which builds trust and encourages them to purchase promoted items. The promises of smoother makeup, clearer skin, or a trendier wardrobe tempt followers, but social media’s nature causes trends to surface and die out in days, leaving what was bought quickly forgotten and replaced. This cycle prompts rash purchases and exemplifies the dynamic consumer preferences influenced by the media they consume.
Two seniors explained how social media influence affected their spending, from indulging in fast fashion to purchasing superfluous products. Kavya Gadamsetti revealed she was once inspired by fast fashion trends on TikTok and “Purchased from Shein…but saw it quickly [go] out of style…and learned it was a mistake.”
Maiah Garcia faced a similar situation that highlighted the pitfalls of relying solely on influencer recommendations. “I was convinced to buy a skincare product despite already having a similar one,” she commented, “but it worked worse than the one I bought before!”
The experiences shared are parallel with many others who have reflected on their purchases and recognized their impracticality. To combat this new era of materialism and consumerism, individuals should adopt a deliberate approach to prevent buying on impulse and contribute to a more sustainable consumer culture.
