Lately, I’ve been feeling annoyed and a bit overwhelmed every time I go on TikTok. The beauty of TikTok was its entertaining, unfiltered creativity. It used to be a platform where the more original you were, the better. But as the shopping posts multiply, that creative spirit seems to be taking a backseat. I find it upsetting how the platform that was once a playground for funny videos and skits has changed into a virtual shopping mall. Every few swipes, I am now met with a sales pitch disguised as a video on my For You page. This constant bombardment of product promotion feels intrusive and detracts from the spontaneous joy of discovering genuinely entertaining content. I know marketers like to use TikTok as their #1 way to showcase and boost sales on their products, but I feel like it is getting to a point where I can’t even enjoy a single video without watching a sales pitch.
This shift isn’t just affecting me; I feel like it’s changing the game for creators too. The pressure to create content that sells can hold back the very creativity that brought them to TikTok in the first place. It’s annoying watching creators, once celebrated for their unique content, turn into salespeople. I want the OG content back!
Now, don’t get me wrong. I’ve certainly made a few purchases from the TikTok Shop myself. The range of products, from a puffer vest to a cozy white fluffy coat, trendy flare leggings, makeup products, and a mermaid hair waver tool, are all amazing products that I love to use. It’s clear that the TikTok Shop is a successful platform for enticing customers to make purchases. However, this shopping style seems to come at the expense of the pure entertainment value that TikTok originally offered.
I’m all for innovation and growth. But TikTok, can we find a happy medium? Let’s bring back the balance – a little shopping here and there, but we shouldn’t forget what made TikTok our favorite digital escape.