This is the first time I have ever written about TikTok. As I am from the baby-boomer generation, I thought TikTok was the sound a chicken makes, or even (hi-tech) a digital clock.
However, even a 72-year old like me cannot escape the huge impact TikTok is having on our lives, with its more than a billion active monthly users.[1]
Its sophisticated algorithm creates hyper-relevant, personalised feeds that are designed to keep us consuming content. In an article in the New York Times called ‘How TikTok reads your minds,’, French social media expert Guillaume Chaslot wrote, “The algorithm tries to get people addicted rather than giving them what they really want.”[2]
I was surprised and shocked to read that videos featuring the hashtag #TikTokMadeMeBuyIt have more than 40bn views![3] TikTok calls their service, ‘an infinite loop of “Shoppertainment.” [4] The algorithm creates a mindset of ‘I have to buy this now, because so many people are buying it and I don’t want to miss out.’ Peer pressure is very real and a huge influence in buying.
There is increasing concern that this new trend of ‘shoppertainment’ can fuel overspending leading to financial problems.
A December 2022 survey by the TSB bank showed that more than half of 18-24-year olds took on new or additional debt in the past year. Over a third (36%) of young people worrying about their personal finances right now say it is negatively impacting their mental health. [5] Deloitte’s 2022 survey revealed that Gen Z and Milennials worry about the cost of living above anything else, almost half living from pay-check to pay-check. [6]
The Bible does not directly address the topic of TikTok or online shopping. However, it does provide guidance on our personal responsibility and self-control.
1 Corinthians 6:12, says, "‘All things are lawful for me,’ but not all things are helpful. ‘All things are lawful for me,’ but I will not be dominated by anything." This teaches that while we have freedom to make choices, we should not allow ourselves to be controlled by anything, including social media or desire for material possessions.
Another relevant passage is found in Proverbs 25:28, which says, "Like a city whose walls are broken through is a person who lacks self-control." This emphasizes the importance of self-control in our lives, and how it can protect us from negative consequences.
The Bible does not directly address the issues of social media, or online shopping. However, its teachings on personal responsibility and self-control can be applied to this situation. Christians are encouraged to exercise self-control and avoid being dominated by anything, including peer pressure, the desire for more or better stuff or material possessions, and to take responsibility for their own actions and choices. Have another look at my blog over “stuffocation!”
Shoppertainment
This is a retail strategy that involves creating a shopping experience that is both entertaining and engaging for customers. This can include using music, lighting, and interactive displays to create a more immersive shopping experience. While shoppertainment had proved to be an effective way to attract customers and increase sales, it also has some potential dangers that should be considered. Dangers
1. Overspending: Shoppertainment can create a sense of excitement and urgency that can lead customers to spend more money than they intended. By using tactics such as limited-time offers or flash sales, retailers can encourage customers to make impulse purchases that they may later regret.
2. Emotional Manipulation: Some shoppertainment tactics, such as influencers, playing upbeat music or trendy videos, can create an emotional response in customers that can influence their purchasing decisions. This emotional manipulation is unethical, as it exploits customers' vulnerabilities and lead them to make purchases they may not have otherwise.
3. Distraction: Shoppertainment is distracting, making it harder for customers to focus on their actual shopping needs. This can lead to customers overlooking important details, such as product features, quality, or price. As a result, customers may end up with products that do not meet their needs or are not worth the price.
4. Inauthenticity: Shoppertainment can come across as inauthentic or insincere, leading customers to feel manipulated or disenchanted with the shopping experience. This can harm the retailer's brand image and lead to long-term negative effects on sales.
Protect yourself!
Here are some tips to help protect yourself from overspending due to the "Tik Tok made me buy it" phenomenon:
1. Create a budget: Having a budget in place can help you keep track of your expenses and ensure that you're not overspending on unnecessary items.
2. Plan carefully for what you need to buy, and don’t fall into the trap of urgency.
3. Wait before making purchases: Before making a purchase, take at least 24-hours to think about whether or not you really need the item. This can help you avoid impulse buying.
4. Unfollow accounts that promote excessive spending: If you're constantly seeing content that encourages you to buy things you don't need, consider unfollowing those accounts.
5. Limit your time on social media: The more time you spend on social media, the more likely you are to be influenced by advertising and peer pressure.
6. Be mindful of your emotions: Many people turn to shopping as a way to cope with stress, anxiety, or boredom. If you find yourself reaching for your wallet during emotional times, consider finding alternative ways to manage your emotions, such as exercise or meditation.
7. Remember, it's important to be mindful of your spending habits and prioritize your financial wellbeing over the latest trends on social media.
#TikTokmademebuyit is no help at all for a generation struggling with many attacks on their financial and mental health.
As Christians, we have been given the power to be content in any circumstances we find ourselves in – whether that be plenty or need. The apostle Paul gives us an example to follow. “I have learned how to be content with whatever I have. I know how to live on almost nothing or with everything. I have learned the secret of living in every situation, whether it is with a full stomach or empty, with plenty or little.” He goes on to give the reason for this. “For I can do everything through Christ, who gives me strength.” [7]
Handling money is not just a technical exercise, but a spiritual discipline. We can confidently look to the Lord to provide all we need.
Peter J. Briscoe, April 2023
[1] https://www.cnbc.com/2021/09/27/tiktok-reaches-1-billion-monthly-users.html [2] https://www.nytimes.com/2021/12/05/business/media/tiktok-algorithm.html [3] https://newsroom.tiktok.com/en-us/tiktok-whats-next-report-2022 [4] “https://www.tiktok.com/business/en-US/blog/shoppertainment-tiktok-e-commerce-path-to-purchase?redirected=1 [5] https://www.tsb.co.uk/news-releases/young-people-most-reliant-on-debt-as-cost-of-living/#:~:text=TSB%27s%20own%20data%20shows%20that,going%20overdrawn%20is%2010%25%20higher. [6] https://www.deloitte.com/content/dam/assets-shared/legacy/docs/about/2022/deloitte-2022-genz-millennial-survey.pdf [7] Philippians 4:11-13
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