With the advent of social media which saw an exponential boom during the 2020 pandemic, it is crucial to now realise the impact it has had on various human led industries, namely the one of fashion. As TikTok took over the world, only to be surpassed by Instagram Reels, short form content is all the rage these days with videos spanning no more than 2 minutes and the viral ones, just a few short seconds. The pandemic also saw a boom in crafting hobbies, namely the fibre arts like knitting and crochet. Within the post apocalyptic landscape that is the capitalist job market, people took to selling their handmade crafts on forums like Instagram or Etsy.
However, the catch 22 they now face is customers losing sight of the value of their products. In order to advertise their items, these fibre artists rely on social media and so make reels and TikToks to showcase their makes. However, the algorithm of such apps relies on consumer feedback statistics which shows that short form content does the best in terms of views and likes and therefore that content is the one that is automatically promoted to reach a larger audience.
This seems like a benefit on the surface level that small businesses can record short videos on a phone and upload them for free advertising. However, this contains a subtle but insidious drawback, due to the short length of the videos, fibre artists have to speed up videos of their process in order to produce them. This makes it seem like the work put into each piece is far lesser than the actual work put in behind the scenes. It does not account for the long hours of work it takes to hand knit or hand crochet each piece. The effect of this is potential customers becoming desensitised to the value of each piece and demanding lower prices from small businesses that match those of machine made, mass produced fast fashion brands like Shein.
Short form media is harming small businesses globally and demoting slow sustainable fashion in favour of mass produced fast fashion.
While the value perception for small businesses is negatively impacted, the short form media still has added a significant advantage for businesses. The short form media is usually targeted towards impulse buying. the short video format and personal nature of the content contributes to impulsive buying decisions consumers usually make. the “#tiktokmademebuyit trend on the platform, a trend that has garnered nearly 7 billion views illustrates how this media contributes to unhealthy buying patterns. Research shows that brand loyalty is positively related to impulse purchases, as sellers find convenience in improving their conversion rates and higher consumer interests. nevertheless, while businesses may find ease of attention, it increases the expectations of consumers for the businesses to be highly religious with…
Such an insightful article, you've done a really great job at articulating the issues with short form media. I think you've highlighted an issue that a lot of small businesses are facing in the digital world. The increasing use of reels to advertise knitted and crocheted products makes it difficult for small businesses to charge the right price. I do wonder though, will Instagram Reels always be as relevant and overconsumed as they are today? I feel like there has been a slow but steady increase in awareness of the harmful effects of constantly scrolling on Instagram/ TikTok. Some influencers are using their reels to call on users to stop scrolling and practice mindfulness or step outside for a walk.…
Knowing how you love to crochet and you also post it online, I'm glad you shared this perspective because we mostly just see the positive side of social media helping small businesses and these important discussions are sometimes sidelined. I do believe one can find support online to raise voice against it but we definitely need more robust structures in place to prevent these things.
The rise of social media, especially during the epidemic, has changed the fashion industry, where short form communication is the norm. Although websites such as TikTok and Instagram Reels provide free promotion for crafts, they unintentionally diminish the value of handcrafted items. Processes sped up for quick movies may mask the genuine work that goes into each piece, undermining its value and creating pressure to keep up with fast fashion prices. The difficulty for small firms in adapting is preserving the image of workmanship in the face of a sea of fads.
What an interesting take on this topic! At first glance, it may seem like having platforms like tiktok actually help small businesses as they are able to promote business like never before and reach consumers even on an international level. However, this also lays grounds for bigger and established businesses to steal content and ideas without giving credit, which is a very big problem as they are usually able to do so with ease and little to no repercussions. Also, the advancement of technology, machine learning and AI has also led to machines now having the capability to produce the same products within a much smaller time frame. This also takes away the effort and time put in by individuals…