On How Everything Can Be a Sales Pitch | Well, I'm Officially DONE with Following BRANDS (& TikTok?)
People & Blogs
Introduction
As we transition into fall and the holiday season, it’s hard to deny that we are on the cusp of intense sales periods. During this time, it becomes increasingly obvious that nearly every piece of content on social media can serve as a sales pitch. This is especially pronounced in the age of influencer marketing, where it seems that favorite creators are increasingly reliant on sponsored content and public relations (PR) efforts.
When I watch some of my favorite influencers' videos, it often feels predictable. For example, if a video is about styling fall outfits, you can bet that it will include a segment dedicated to promoting a product, complete with links in the description. This trend infiltrates even the most educational channels, where sponsorships often interrupt substantive content.
The potential for any content to become a sales pitch can be quite insidious. This is especially the case when professional creators—like doctors or fitness trainers—begin pitching products related to their expertise. Their credibility can lend undue weight to these sales pitches, creating an unhealthy association between their professional knowledge and the products they promote.
To illustrate my point, I decided to delve into TikTok—perhaps regrettably—to discover the types of sales pitches and consumer trends that dominate my feed. I hadn’t accessed the platform since my last exploration, and I was curious to see what had changed.
Upon opening my TikTok app, I was immediately confronted with a variety of videos, the first being a TikTok shop ad for a popular pair of viral shoes. Here, the content was clearly centered around promoting a product. As I continued scrolling, I encountered a video from a friend that appeared to be about cooking, but as I watched, it soon revealed a "paid partnership" label, tainting what could have been an organic experience with commercial intent.
Further down the feed, I came upon a skit about racial dynamics, and even here, there were hints of potential brand partnerships. In another video about a creator's experience with the iPhone 16, there was no explicit advertisement, but the underlying implications of consumerism were palpable.
Even commonplace activities, like dancing to popular audio clips, had traces of consumerism attached, as I discovered that the creator's page was full of products available for sale. Another ad directly marketed an affordable dupe for a popular handbag—a clear attempt to drive sales via social media.
At this point, it became glaringly obvious that a significant portion of TikTok is tied to advertisements and sales pitches of various forms. It feels as though 80% of content on the platform is connected to sales, whether directly or indirectly.
Shifting focus to other platforms like Instagram, I found that the issue persists there as well. Many people, myself included in the past, have followed brand accounts whose sole mission is to sell. But with our familiarity with favorite products, are we truly gaining anything from following these brands? The answer is usually no. Companies often employ savvy marketing tactics, making their ads feel educational, but ultimately these efforts are designed to part consumers from their hard-earned cash.
As we approach the sales season, it's crucial to consider how these advertising strategies manipulate our shopping tendencies. When we're already in consumer mode, it's easy to make impulse buys. To counteract this, it may be wise to limit exposure to specific content. Unfollowing brands can help to reduce temptation and encourage more intentional purchases.
In conclusion, as we enter this sales-heavy period, remember to stick to your shopping list. Evaluate your needs carefully, and resist the allure of unplanned purchases that arise from clever marketing.
Keywords
- Sales Pitch
- Influencer Marketing
- Sponsored Content
- TikTok
- Brand Partnerships
- Consumerism
- Advertising Strategies
FAQ
Q: What is the main point of the article?
A: The article explores how much content on social media—particularly TikTok—can serve as a sales pitch for various products, often using clever marketing tactics to sway consumers.
Q: Why is sponsored content concerning?
A: Sponsored content can obscure genuine consumer experience by creating an illusion of authenticity, particularly when it is tied to professionals who might lend credibility to the products they endorse.
Q: How can consumers protect themselves during sales seasons?
A: Consumers can limit exposure to brand content by unfollowing brands and sticking to a pre-planned shopping list to avoid impulsive purchases.
Q: What impact does TikTok have on consumer behavior?
A: TikTok's pervasive ads and sales pitches can easily activate consumer tendencies, leading to unplanned purchases, especially during the holiday season.
Q: Is following brands on social media beneficial?
A: Following brands solely for promotional content offers little value, as it exposes consumers to constant sales pitches and advertisements instead of genuine recommendations.