TikTok, an app that became popularized for short-form content featuring hit songs and easy-to-learn dances, evolved tremendously since its original release as Musical.ly in 2014. A majority of updates, whether the removal or addition of features, commonly become quickly forgotten or remain unnoticed. In contrast, the introduction of TikTok Shop — an e-commerce platform — proves this phenomenon wrong. Orange cart icons at the bottom of seemingly every TikTok feel inescapable; however, users fail to notice the numerous implicit advertisements. Hidden marketing, when influencers may not explicitly state a partnership or hide affiliations, represents a deceptive practice that ruins the TikTok experience for users.
“I think the line between consumers and products is getting too blurred. Advertising comes in many forms these days, scrolling on your feed, scrolling in the comments, etc. Brands will comment two words on a TikTok, and everyone is applauding them, unaware that they are being influenced to think highly of these brands or their products highly. Your new product recommendation comes in the form of a Get Ready With Me (GRWM), and you don’t even realize it. I think this is deceptive and unethical, as people cannot exist without being advertised or shown a product. It’s not only exhausting, but it also contributes to the rapid over-consumption in America. I believe people should have some agency over whether they want to be advertised or never again. If not, brands will keep exploiting us, and we will stay in a cycle of purchasing,” magnet sophomore Naeema Kallon said.
Since the release of TikTok Shop in September 2024, low-quality videos have inundated For You Pages (FYPs) with repetitive — sometimes artificial intelligence (AI) — generated slop. Instead of posting content for the sake of relatability or entertainment, the algorithm now thinks of users as mindless consumers. FYPs used to push content tailored to each user through utilizing algorithmic feedback like watch time and shares. However, TikTok now treats likes and comments as a diagnostic tool on whether a user may buy the latest pair of “dupe” yoga pants. Even if one scrolls past a singular advertisement, a user may still receive TikToks that attempt to push that product, a concept previously almost unheard of in TikTok’s past of perfectly tailored FYPs.
The barrage of boring content leaves veteran users confused about where TikTok’s development went awry. Even advertisements that use fictional scenarios feature unoriginal cliches, which cause users to roll their eyes and scroll past. Yet, the release of TikTok Shop cannot hold all the blame, with not only the algorithm viewing users as consumers, but also influencers themselves. Although the Federal Trade Commission (FTC) requires advertisers to disclose endorsements, TikTok influencers disregard or stay unaware of this law. The rise of GRWM content that grew in popularity and became posted by younger users now deceptively promotes over-priced skincare products under the guise of recommendations. Apps like AI study tools also begin to capitalize on a similar deceptive tactic, however, not through TikTok Shop, but instead by introducing promoters as everyday students aiming to help others. A majority simply redirect users to an Amazon Storefront, merely mention brand names at the bottom of video descriptions or completely hide the endorsement. This practice remains widely misleading by intentionally using ambiguous wording and including pre-teen influencers in ambassador affiliate programs to exploit the naivety of their young audiences.
TikTok’s algorithm still withholds the basic element of tailoring content that users at least somewhat show interest in. Therefore, even in the endless abyss of influencers telling users to “click the orange shopping cart below,” users will still regularly find items that fit their wants and interests. These products usually feature free shipping and entice users with flash sale promotions, fostering an environment where a specific community may find inexpensive products that interest them and lead them to share their reviews with others.
“I love TikTok shop and their deals. I get such good offers for good products that I wouldn’t be able to get on any other platform. Not only are the products good, if you’re still feeling iffy about it, you can also watch videos from hundreds of people and see the accuracy of the product,” sophomore Remy Gothany said.
Although certain reviews remain genuine or occasionally true, a majority of videos exploit users’ trust in order to receive commissions or public relations (PR) packages, ruining the flow of organic content. This cycle further feeds back into exploitative, deceptive practices and pushes users into following the trend of over-consumption instead of forming a community. Instead of entertaining videos and lighthearted lip syncs filling FYPs, advertisements now appear with almost every scroll. With numerous apps — such as Netflix Fast Laughs and YouTube Shorts, adding short-form content features to rival TikTok’s success — the shopping aspect will only continue to strip away the uniqueness that caused the app to skyrocket to popularity. Instead of funny, original skits, TikTok has become oversaturated with influencers selling dropshipped and mass-produced items. Although sponsorships may drive profits up, the boring content produced due to advertisements will only continue to push users away.
