It’s Time to be De-Influenced
Before you buy that trendy top in your Amazon cart or pull the trigger on your Sephora cart, think about it. With TikTok influencers being all over everyone’s #fyp, it is easy to fall under the influence of these random people who seem like they’ve got it all figured out. Not only is it bad for your bank account to buy products that you don’t need, but it is also detrimental to the planet. So, let’s unpack the power behind social media influencing and how we can be more conscious of our purchases in the future.
The #AlixEarleEffect has been trending all over TikTok, so let's break it down. Just a few months ago, Alix Earle was a normal college student at the University of Miami. Known for her “get ready with me” videos, party lifestyle and it-girl personality, people naturally gravitate towards her energy and look at her as TikTok’s big sister. Just like Mean Girls’ Regina George, people will buy and do whatever Alix does. Users even have her makeup routine memorized down to the core. White eyeliner, Too Faced Better Than Sex Mascara and Nars Creamy Radiant Concealer have never had more sales due to just one twenty-two-year-old college student with four million followers.
Brands like Shein and even Amazon make it easier than ever to have trendy items at your fingertips within days. Rather than designing clothing once a season like stores used to, many fast fashion brands have new styles released daily that are unethically sourced. This quick turnaround of the mass production of fashion and accessory trends is mainly due to the chokehold that social media influencers have on the majority of Gen Z and millennials. Many TikTokers have Amazon Storefronts which allow them to post products they’ve bought or recommend. Users can click on this link to purchase the products, and the influencer receives a commission off of the product.
Halley Kate is a lifestyle and fashion TikTok influencer based in New York City. At 22 years old, she explains how she gained a significant following on the app unintentionally. She posted a video showing a product she loved which she linked to her Amazon storefront. Unaware of how many people this video and product would reach, she wound up making $9,000 in commission from a single video.
We live in a time period where influencers are making more money off of one brand deal than some corporate jobs make in a year. While some influencers like Halley have good and honest intentions, many of them see dollar signs when accepting a brand deal or sponsorship. So, next time you feel influenced by a stranger, think about the level of trust that you have in this person’s opinion before you purchase. Overconsumption isn’t trendy.