Social Media Ethics: Navigating the Double-Edged Sword of Platforms Like TikTok and Instagram

In a thought-provoking reflection, my marketing professor recently considered stepping away from teaching social media marketing due to the ethical challenges posed by platforms like TikTok and Instagram. These platforms, while powerful, often contribute to societal issues such as increased anxiety, depression, body dysmorphia, and the promotion of over-consumerism among young people. With a blend of insight and caution, the professor’s post raises a critical question: how can we approach social media more responsibly?

The Influence of Social Media on Excessive Consumerism

Platforms like TikTok Shop and Instagram Reels wield significant influence over young, impressionable audiences. For example, the whole “Run, don’t walk!” trend on these platforms urges users to go to X and Y to buy items immediately, encouraging a culture of impulsive consumerism. This buying frenzy often results in a surge of unnecessary purchases, which not only strains personal finances but also impacts the environment by filling landfills with plastics and other waste from overconsumption. For many young users in this new digital age, social media has evolved into an echo chamber where the latest “must-have” items are constantly thrust into view, adding pressure to buy, buy, buy and keep up with the latest trends.

Social Media’s Impact on Mental Health

Beyond consumer habits, social media can contribute to mental health challenges. Platforms like Instagram and TikTok are built on metrics of engagement—likes, views, and comments—that can lead users to chase validation in a way that may worsen anxiety, depression, and even self-harm. In many cases, users feel compelled to post content that garners attention, leading to stress and dissatisfaction if their posts underperform. Comparisons to others’ seemingly perfect lives and the relentless pursuit of validation can leave users feeling inadequate and anxious. Particularly harmful are posts promoting “health” products or sharing tips that may actually disguise disordered eating behaviors. These posts often risk doing more harm than good for impressionable users. However, on the flip side, social media also has communities and content that can offer support, from mindfulness practices to mental health advice. Some creators are using these platforms to discuss mental health openly, encouraging positivity and self-acceptance. 

A Call for Responsible Social Media Use

While social media holds immense potential to connect and inform, it’s crucial to navigate these platforms thoughtfully, especially with the rise of AI. Focusing on content that “strengthens and heals people” is a productive way forward, while learning skills like AI can offer career security outside of the influencer space. Considering alternatives like Google Ads for marketing may also be more effective and ethical. Lastly, for those who feel anxious or overwhelmed, stepping back from social media for a moment and prioritizing mental health can be a powerful step toward reclaiming balance in both life and career.