On How Everything Can Be a Sales Pitch | Well, I'm Officially DONE with Following BRANDS (& TikTok)

Introduction

As we transition into the fall and holiday season, many of us are gearing up for a sales frenzy. It's striking how nearly every piece of content on social media can morph into a sales pitch, and this realization has left me pondering my relationship with brands—especially on platforms like TikTok.

In recent months, I've noticed an increase in sponsored content and PR-heavy posts from my favorite influencers. It's become common practice for creators to weave sales pitches into their videos, whether they’re sharing styling tips for autumn outfits or offering educational advice. Often, these videos come with links for viewers to purchase featured items, creating a seamless blend of content and commerce.

The concerning part is that even educational content, like that from experts in health or wellness, has begun to feature sponsored segments. These creators may not intend to promote products, but the association with their professional background can lend undue credibility to the items they showcase.

To illustrate this further, I decided to revisit TikTok to see what kind of content was currently blowing up and—of course—how many of these videos were essentially sales pitches. Each video seemed more focused on promoting products than on providing genuine entertainment or information.

For example, one video featured a person test-driving inexpensive viral shoes. Despite being labeled as a "review," it served primarily as an advertisement, showcasing a product designed to entice viewers into purchasing it. The second TikTok I stumbled across was from a friend participating in a paid partnership. They were creating a smoothie bowl while promoting a service centered around social media storytelling. Even the act of preparing food could be a sales pitch when attached to a brand or service.

I continued scrolling and noticed a pattern—many TikToks, even seemingly innocent skits or dance videos, contained links and promotions that directed viewers to product pages, special items, or coupons. Influencers and creators were, whether consciously or inadvertently, lacing their content with subtle sales pitches.

Interestingly, this trend isn’t limited to TikTok. It permeates platforms like Instagram, where brand accounts often dominate feeds. Yet, the question remains: why do we engage with brands whose only aim is to sell? Following brand accounts subjects us to visually appealing marketing laced with sales pitches, making us feel as if we are learning or gaining something.

As the holiday shopping season approaches, the influx of ads, promotions, and sales tactics will undoubtedly ramp up. It’s essential during this time to reflect upon our consumption habits. We should aim to limit exposure to overwhelming advertising and instead focus solely on what we genuinely need or want.

To navigate the season wisely, stick to a shopping list, especially during sales events like Black Friday. Be cautious not to fall into the trap of impulsively adding items to your cart just because they’re discounted. If you didn’t need it before, that trend likely hasn’t changed.

I'm reflecting on my social media practices and, moving forward, I plan to be more discerning. TikTok isn't the productive or entertaining platform it once was for me, and the same goes for following brands. I want to create a safe space for myself within my digital consumption—void of sponsorships, ads, or anything that distracts from genuine engagement.

Thank you for tuning in, and I hope this article serves as a reminder to critically evaluate the content we consume, especially as we head into the hurly-burly of holiday shopping.

Keywords

TikTok, sales pitch, influencers, brands, holiday season, consumerism, social media, sponsored content, marketing tactics.

FAQ

1. Why do creators turn their content into sales pitches?
Creators often rely on sponsorships and brand partnerships to monetize their content, leading them to incorporate sales pitches into their videos.

2. How can viewers protect themselves from being influenced by sales pitches?
Viewers can benefit from creating a shopping list before sales events, limiting their exposure to ads, and critically evaluating the necessity of products before purchase.

3. Are all social media influencers primarily focused on selling products?
Not all influencers are entirely focused on sales; however, many incorporate promotional content as a significant source of income.

4. How has TikTok content changed recently?
Many TikTok videos now emphasize shopping and product promotion, often blending entertainment with advertising more than in the past.

5. What should I consider before following brand accounts on social media?
Consider whether engaging with a brand's content truly adds value to your experience or if it primarily exposes you to sales pitches that could influence your purchasing decisions.