It’s usually no secret that we are constantly subject to advertisements in our everyday lives, whether it be online pop-ups, magazines, billboards, or commercials; however, on one social media platform in particular, it actually is a secret.
Did you just watch a sponsored post on TikTok without even realizing? We hate to say it, but you probably did. That’s because it is becoming much more common for influencers to share videos on the app and not properly promote the #ad component as is required for branded content. Unfortunately, this can be seen with influencers as big as Charli D’Amelio and Patrick Minor, who sign paid partnership deals and include obvious product placement, yet disregard the rules attached to sponsored content, or ‘sponcon.’
Although other platforms such as Instagram have experienced similar challenges around partnerships and ad-related content, the issue is particularly concerning for TikTok. The age demographic is seemingly younger and the platform is recognized as highly addictive for users who are now being exposed to advertisements without being made aware.
So what’s the big deal? The Influencer Marketing industry in the US is predicted to be worth $16 billion this year and US brands will spend over $4 billion on influencer ads in 2022. This being said, while TikTok users are unknowingly helping these influencers gain views on their sponsored videos, there are little to no consequences for influencers who cheat the regulation system on the platform.
Not totally sold on the impacts of TikTok sponcon? Think about how frustrating it can be to watch a YouTube video or scroll online and have constant ads interfere with your activity. While we all find them pretty annoying at times and usually wait to be able to skip them all together, at least we are made aware that what we are viewing is an advertisement. Now, imagine your child or younger sibling watching their favorite influencer on TikTok and all of the sudden being shown content that may promote unhealthy habits or send the wrong message without even a simple ad disclaimer. Shady, right?!
So next time you see a video that seems a little too much like an ad… it probably is!
