Short form content initially started as a way to consume interesting videos at a faster pace. Whether that’s a silly cat video, a quick storytime or relatable content, there is something for everyone. However, the format of short form content, specifically on Tiktok, has completely changed since the introduction of the TikTok Shop. Initially created as a way for influencers to earn commissions and for users to buy discounted items, the feature has now taken over the app’s videos. Every few scrolls, someone is either openly or secretly advertising a product, and both can be equally harmful, bothering users when abundant.
The popular shopping feature has definitely taken Tiktok users by storm and many people seem to have bought from the TikTok Shop. Beauty products, clothes and other accessories seem to be the most appealing products bought, especially among teenagers.
“I buy mostly clothes on Tiktok Shop, and also a bag,” senior Megan Nguyen said.
Another big reason many people like to buy from the Tiktok Shop is the sales and discounts always listed. Many products are advertised at very low prices or huge discounts that catch the attention of users and convince them to buy products.
“I bought this hoodie, I mean I liked it, it was okay quality. When I got it, it was like eight dollars, but now I think it’s like 21 dollars,” junior Saathvika Velamala explained.
Tiktok shop is also a tool used by influencers to advertise their products or brands’ products, and they make money through affiliate links. This is why many videos on the app are influencer partnerships, as this is how they make money.
While these aspects of the Tiktok Shop are useful, the feature has changed short form content and how tiktoks are viewed on the app. Each couple of scrolls is met with an advertisement of someone trying to lure you into consumerism. Many users complain about there being advertisements very often, with them receiving one every few scrolls. This can get annoying for users who are simply trying to enjoy the main short form content.
“It has influenced my enjoyment of the app, but I’ve gotten annoyed by the amount of ads there are,” Nguyen stated. Others complain that they watch videos that they assume are not ads, only to find out that they are hidden advertisements.
“A lot of [ads] appear as normal videos until you see the advertisement at the bottom. It is kind of annoying but it works on me I guess, the algorithm is good,” senior Natalie Shin complained. Another issue with these types of advertisements is that many of them do not disclose that they are ads. Most influencers will say in their videos whether or not a video is an ad and will have hashtags saying “ad” or “paid partnership”. However, many simply have the hashtags of the brand, or the link to the item, and never disclose that their video is a paid partnership.
Although the influence of TikTok Shop is massive, the concepts used to market this feature may seem controversial to many users who have no desire to shop or those who use this app as entertainment. Regarding all this negativity, the TikTok Shop has many users who love that feature as well as dislike it.