In Alex Sujong Laughlin's article, she reflects on her experience taking a 90-day TikTok course taught by an influencer. Laughlin, who has a background in journalism and social media, initially felt conflicted about paying for the course. She was embarrassed by the idea of paying to learn how to use TikTok but also curious about how the "attention economy" shapes online success.
The course focused on building "parasocial appeal," or the ability to project an authentic personality online to connect with audiences. While many of her classmates, who were entrepreneurs and industry hopefuls, struggled with the process, Laughlin observed that their success hinged on mastering complex strategies to appeal to TikTok's algorithm. These techniques, like using attention-grabbing headlines and rapid scene changes, sometimes conflicted with her journalistic values.
Laughlin expressed discomfort with how people are being sold the idea that they can “game” social media algorithms for business success, especially when the strategies often felt manipulative. Though she respected the instructor's genuine intent, she left the course feeling uneasy about the larger implications of social media’s influence on personal and professional identities. Ultimately, she noted how the commercialization of personal brands can blur lines between authentic connection and playing into the algorithm for survival.
Discussion (1)
This shows just how tricky social media success is. You gotta balance being real with what works. Parasocial appeal is huge because people wanna feel like they know you, but at the same time, you are crafting a persona to some extent. Theres definitely a line between using strategies smartly and selling your soul