Commodified Creativity
On a recent trip to Portugal, while perusing the most beautiful ceramics shop, my friend purchased a tile with corn on it simply because it reminded her of this TikTok. It made her laugh, and as soon as she showed me the video, I thought it was hilarious. I bet I’ll smile every time I see the tile in her home
The creativity that exists in the media right now is pretty cool. Trends move at a rapid pace and ideas evolve as people strive to express themselves. When someone sends me a hyper-specific piece of content, I feel seen on a very deep level. It’s a reflection of how well I’m known and understood by that person. We’re able to develop our sense of personality and style with such intricacy and yet it still seems like we’re a slave to the trends.
Is this what happens when creators become influencers and trends become purchasing decisions? What happens when we’re not just entertained by social media, we’re influenced by it?
One second you’re laughing at a meme and the next second you’re making purchases based on the influencers you follow. We’re encouraged to be cultivated, choosing from various identities and purchasing products that fit our aesthetic. It’s a genuine pursuit misguided by sponsored posts and affiliate links.
In “Finding Brand Success in the Digital World”, Jon Simpson writes “digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day”. With the algorithmic power behind our media platforms, we are in a commodified feedback loop of our own interests.
I am completely susceptible to this. The YouTube influencers I follow all dress similarly, they buy the same toys for their kids, and they’re sponsored by the same companies. I follow them because I relate to them and feel I share their aesthetic. I’ve made purchases from many of them. I don’t necessarily regret those purchases, but I never intended for my life to look like there’s. The Marketing Rule of Seven states that a consumer needs to hear the advertiser’s message at least seven times before they’ll purchase. Seven times is nothing considering I watch some of these influencers’ videos and Instagram stories daily.
The reason creators became influencers is because enjoying their content turned into a genuine likeness for them. It’s a one-sided friendship in which viewers trust them and in many cases, want to be like them. Isn’t that the perfect scenario for companies to sweep in and pay them to recommend their products and services? Social media became an online marketplace and it’s never been easier to make an impulsive purchase.
It’s natural to see something you like and then purchase it. I don’t actually have a problem with influencers promoting products they genuinely enjoy even when they’re getting paid for it. For me, the problem arises when I’m not aware of my “why” behind my purchases. Buying things through Instagram links on autopilot, following a health trend that requires purchases simply because someone I follow is doing it, etc. For me, a whole lot of awareness and intentionality goes into engaging with social media without getting sucked into all of the things I now “need” based on the content.
When my friend bought her corn tile, it was mindful. She wasn’t impulse purchasing from a link, she found something that reminded her of something she enjoyed. It was a symbol of the joy and creativity that social media brings, and a beautiful item in its own right. That’s the energy I want to bring into my purchases this holiday season.
I have some ideas on how to be more mindful with my purchases that will hopefully inspire you too!
1) If it truly sparks joy for you or the person you’re getting it for, go for it (a la the corn tile!)
2) Make a personal style Pinterest board and reference all wardrobe-related purchases with it before buying
3) Sleep on it, or even wait a week
4) Make thorough lists so you go shopping with the intention to buy what you need
5) Think of your ‘why’ before you buy. If you can’t think of a good one, you’re likely purchasing on autopilot
How do you balance engaging with social media and influencers without getting sucked into autopilot purchasing?? Let me know!