By Nellie Salmon
Doom scrolling and online advertising now go hand in hand. As people spend more time on social media platforms, they are increasingly exposed to personalised adverts, influencer recommendations and shopping features designed to encourage spending. With online shopping becoming the preferred method for many consumers, social media is making it easier than ever to purchase products with just a few taps.
Student Betty Baker, 20, from Chester, said: “Every time I go on any social media platform, I always notice so many adverts while I’m scrolling. Most of the time it’s something I’ve searched or liked a similar post about.”
This is the same experience for many people and reflects how algorithms tailor content and advertisements to users’ interests, creating highly personalised shopping experiences.
The Rise of Social Commerce
Platforms such as Instagram and TikTok are shortening the customer buying journey by allowing users to purchase products without leaving the app. Features such as TikTok Shop have transformed social media from a place of entertainment into a marketplace.
In a survey by Business Wire they discovered nearly 68% of shoppers surveyed have purchased products directly from social media apps.
The convenience of purchasing directly through a video or advert can encourage impulse purchases, as consumers no longer need to search for products independently.
Audio explaining the reason behind social media causing more people to buy.
Influencer Marketing
Influencers play a significant role in modern consumer culture. Many receive products from brands in exchange for promoting them to their followers.
Seeing products demonstrated by real people can make them appear more trustworthy and appealing. Influencers often share discount codes, reviews and recommendations, which can encourage followers to make purchases based on their opinions.
Impulse Buying and Fast Fashion
With the rise of TikTok hauls, trend videos and product recommendations, it has contributed to a culture of impulse buying. New micro-trends emerge rapidly, encouraging consumers to continually update their wardrobes and lifestyles.
Evie Wilson, aged 24 from Chester said: “I’ve bought off TikTok shop before because of how cheap it is, especially to keep up with online trends as it means I don’t have to spend lots if it goes out of fashion”.
Video further talking about the experiences with social media leading to overconsumption of products.
The Pressure to Keep Up
Social media exposes users to certain lifestyles and constantly changing trends. This can create pressure, particularly among younger users, to keep up with the latest fashion, beauty and lifestyle products.
As a result, consumerism continues to rise, with many purchases influenced not by necessity but to participate in online trends.
While social media offers convenience, it also raises questions about whether constant exposure to products is encouraging a culture of overconsumption, particularly among younger generations.
