The TikTok Effect: How Social Media Is Reshaping Health and Beauty Standards for Young People
Social media platforms, especially TikTok, have become ubiquitous in the lives of young people, influencing their decisions on everything from fashion and lifestyle to health and beauty. The rapid-fire nature of short-form video content creates a culture of instant gratification and trends, often prioritizing visual appeal and popularity over scientific evidence and expert advice. This presents a significant challenge as young users increasingly turn to influencers and unverified sources for health information, often bypassing qualified medical professionals like dermatologists. Alarming examples of this trend include the promotion of unsubstantiated practices like taping one’s mouth shut during sleep, applying tomatoes to the face for skincare, and using deodorant to reduce under-eye puffiness, all presented as quick fixes and gaining traction through likes and shares rather than scientific validation.
The very structure of TikTok contributes to this phenomenon. The platform’s algorithm prioritizes engaging content, pushing viral videos to wider audiences regardless of their factual accuracy. Charismatic influencers, often lacking medical credentials, amass large followings and effectively become arbiters of truth in the eyes of young viewers. This dynamic erodes the traditional authority of medical expertise, replacing it with a popularity contest where view counts and likes hold more sway than scientific rigor. The short duration of TikTok videos further hinders the communication of nuanced information, making it difficult to convey the potential risks and complications associated with the promoted practices. This blurred line between entertainment and information creates a fertile ground for the spread of misinformation, potentially leading to harmful health consequences.
Medical professionals are increasingly concerned by this trend. Dr. Marija Donovan Knežević, a specialist in aesthetic medicine, warns about the dangers of young people seeking treatments based solely on social media recommendations. She highlights the allure of visually appealing content and sensational marketing, often overriding considerations of the provider’s qualifications and credentials. Many young patients, influenced by perfectly curated online profiles, fail to verify the legitimacy of practitioners, potentially jeopardizing their health by undergoing procedures performed by unqualified individuals. The lack of parental oversight compounds this issue, particularly when it comes to medical procedures involving injections and fillers, which carry the risk of serious complications if not administered properly by trained medical professionals.
Dr. Donovan Knežević further emphasizes the problem of influencers promoting products and procedures without a deep understanding of their potential risks and side effects. These influencers, often lacking medical training, may not even recognize complications when they arise. Their popularity, however, makes them appealing role models for young audiences, who may trust their recommendations more than those of qualified doctors. The short-form video format, popular on TikTok, is ill-suited for explaining the complexities of medical treatments and potential adverse reactions, further contributing to the spread of misinformation and the potential for harm. Dr. Donovan Knežević stresses the importance of consulting licensed and experienced medical professionals for any health concerns, rather than relying on unverified information gleaned from social media.
The issue extends beyond individual influencers and highlights a larger societal shift. Sociologist Aleksa Vukašinović connects this phenomenon to the consumerist shaping of consciousness, where influencers function as “sellers of needs” rather than products. They create a sense of deficiency in their audience, encouraging the consumption of products and trends, regardless of their actual necessity or benefit. This constant bombardment of simplified content contributes to a “mass dumbing down of users,” prioritizing popularity over competence. The shift towards digital communities further exacerbates the problem. For digital natives, online interaction often supersedes real-world connection, making them particularly susceptible to the influence of online personalities. Trends become markers of identity and belonging within these digital communities, further fueling the consumption of often-unnecessary products and practices.
While social media offers young people a sense of community and a platform for self-expression, it also presents significant risks. The pursuit of authenticity online is often paradoxically stifled by the mass consumption of identical content and products. The fetishization of subjective experiences as universal truths fosters a kind of cognitive naivety, exploited by the very system that promotes it. Influencers, in this context, become symbols of authority, shaping the thoughts and behaviours of their followers within these digital tribes. The need for quick profit and recognition further incentivizes the creation of increasingly intense, simplistic, and often banal content. Psychologically, young people are particularly vulnerable to this type of influence due to their developing cognitive abilities and their need for acceptance and belonging. The fast-paced, emotionally charged environment of social media can overwhelm their underdeveloped critical thinking skills, making them more suggestible and susceptible to manipulation. This lack of guidance and critical tools in the digital space creates a fertile ground for the spread of misinformation and potentially harmful practices, extending beyond cosmetic routines to impact their overall well-being and development. The challenge lies in equipping young people with the critical thinking skills and media literacy necessary to navigate this complex digital landscape and to prioritize informed decision-making over the allure of fleeting trends.