The influencer economy that Goldman Sachs projects will reach nearly half a trillion dollars by 2027 depends on a less-examined population: the influenced, millions of people who find themselves accumulating debt and clutter after years of exposure to what amounts to a 24/7 digital infomercial.
Antoinette Hocbo, a former marketing professional who knows the tricks brands use to chip away at willpower, bought a $199 Pilates program, an iPad, and an arsenal of makeup products after TikTok's algorithm served her a stream of aspirational content. The Pilates gear now sits unused. Elysia Berman accumulated over $50,000 in debt across four credit cards and four buy-now-pay-later services during the pandemic, purchasing items she never wore because influencers recommended them.
A 2024 Pew Research Center survey found 62% of adults on TikTok use the platform to find product reviews and recommendations. Marketing expert Mara Einstein told The Verge that brands now need seven exposures to prompt consumer action, up from three in the pre-social media era. The vastness of the internet has allowed available products to bloat beyond imagination.
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