Social media platforms, especially TikTok, have a profound influence on younger generations, shaping their lifestyle habits and decisions regarding beauty and health.

This influence raises significant concerns as users often turn to influencers and everyday individuals for advice rather than qualified healthcare professionals, leading to the spread of unverified and potentially harmful practices.

Examples of questionable advice include peculiar beauty trends such as applying tomatoes on the face or using deodorant under the eyes, all propagated through engaging videos that attract hundreds of thousands of likes despite lacking any scientific backing.

In this digital landscape where aesthetics is prioritized, the lines between genuine advice and self-promotion blur.

Viral content’s charm and visibility often outweigh professional expertise, leading to unproven medical practices being promoted as life-changing solutions.

Algorithms amplify this phenomenon, creating a new authority where recognizable faces hold more sway than medical qualifications.

Dr. Marija Donovan Knežević, a specialist in aesthetic medicine, has raised alarms about the growing trend among youth to seek out cosmetic treatments based on social media impressions rather than professional advice.

She highlights that many young individuals lack awareness of who is behind the social media profiles they follow, often failing to ascertain whether these figures are licensed medical professionals.

Knežević emphasizes the dangers associated with this trend, pointing out that many of the cosmetic procedures—such as injecting hyaluronic fillers—must be conducted by qualified professionals due to the potential for serious health complications.

These procedures are legally classified as medicinal interventions that require authorization and registration.

The issue is compounded by a lack of parental oversight in monitoring the information that young people consume, particularly in relation to medical procedures.

Influencers and unqualified practitioners often market attractive aesthetic content, but their advice can lead to severe health risks when delivered without proper medical knowledge.

Young women arrive at clinics seeking treatments they have seen online, often without having consulted a dermatologist or seeking evidence for the products they are considering.

The digital community for many youths has become a primary form of social interaction, significantly impacting their perceptions of beauty and identity.

Digital natives frequently engage with influencers they see as relatable figures rather than abstract medical experts.

For these young users, influencers often appear more approachable than traditional medical authorities, leading to a preference for their advice over proven medical guidelines.

Sociologist Aleksa Vukašinović views this trend as a continuation of a long-standing consumer culture that shapes public consciousness.

According to Vukašinović, modern society operates as an advanced consumer-driven system where influencers are not merely product promoters but also drive the sensation of unfulfilled needs among their followers.

This results in the commodification of identity, where trends serve as markers for belonging to digital communities.

As users increasingly gravitate towards simplistic, viral content, the complexities of medical and psychological advice become oversimplified.

Young people, often overwhelmed by the rapid pace and emotional allure of digital content, may find themselves susceptible to misleading recommendations.

The lack of critical discernment, compounded by developmental factors in early adulthood, increases the likelihood of adopting harmful practices.

Youthful audiences pursue social validation through likes and shares on social media platforms, creating a simulated sense of acceptance that further entrenches them in trends.

The ramifications of this dynamic extend beyond superficial beauty choices; the overarching influence of algorithms can reshape cognitive processes and potentially affect decision-making abilities regarding health and wellness.

Psychologist Brankica Stanojević highlights the disparity between the capacities required for meaningful engagement and the nature of digital content consumption.

The rapid-fire dissemination of information on social media often circumvents the critical thinking processes necessary for evaluating its relevance or accuracy.

This environment, where quick views and viral appeal reign supreme, fosters a landscape where emotional responses take precedence over informed decisions.

The complexities of these trends reveal a paradox: as authenticity is championed online, it becomes distorted through mass consumption and mainstream narratives.

Vukašinović warns that digital experiences may be fetishized and misconstrued as universal wisdom, despite being inherently subjective and context-dependent.

Influencers are thus positioned not only as content creators but also as symbols of authority within new digital tribes, shaping perceptions and behaviors collectively.

Youthful followers are drawn to easily consumable content, as influencers often simplify complex issues into appealing formats.

This dynamic complicates traditional educational structures, as the youth may prioritize connection with relatable figures over expert advice, inadvertently diminishing the importance of professional expertise in critical health-related decisions.

As these trends continue to evolve in the digital space, the implications of allowing social media algorithms to dictate personal identity and health decisions remain a pressing concern.