No TikTok, We’re Not Buying That Shadow Work Journal
Image Courtesy: Francis Scialabba/Photo: The Shadow Work Journal
I’ve seen it, and you probably have also; if not, I'm envious. Countless new skincare or wellness trends go viral on the clock app weekly. One week, it's snail mucin; the next, it's an average mascara. But one particular item has been seen as the TikTok shop forefront and my personal “for you” page. Yep, it’s the Shadow-Work journal written by 24-year-old Keila Shaheen. This journal is based on the niche therapy “shadow work.” The practice was initially introduced by psychoanalyst Sigmund Freud, which calls on a person to look inward and recover unrepressed traumas and memories.
Shaheen’s success has reached unanticipated heights, selling nearly 500,000 copies since April. Both previous and updated copies of the novel spent seven weeks on Amazon’s nonfiction bestseller list. With the price of therapy being quite expensive, Shaheen decided to create an affordable ‘DIY’ solution to combat America’s rising mental health epidemic.
The only issue is that she is not a licensed mental health professional. Actual therapists call this book a surface-level take on shadow work. Completing this kind of therapy without the help of a supervising professional can lead to rekindling trauma for victims of abuse. So this isn’t safe for anyone, but hundreds of thousands of copies have been sold without restriction.
TikTok Shop allows creators to sell directly off of their website, which has helped the app make millions. But with the enormous amount of young people on the app, could it be TikTok is pushing and profiting off potential scams? Who knows how many other products marketed to youth could be harmful health-wise?
TikTok’s latest e-commerce feature has allowed creators and brands to sell their products and services directly through the app. Although a little late to the trend, it has challenged Instagram and Facebook’s Marketplace platforms. Following this trend was an excellent business strategy for the company. A 2021 study found that 49% of TikTok users had purchased a product or service after seeing reviews, advertisements, and promotions on the app. It’s safe to assume that most of us are using TikTok as our pocket meter, telling us unconsciously what ridiculous cash grab product is worth our hard-earned cash. Especially young kids and adults, who are believed to be the main targets of these faulty wellness trends.
According to Bloomberg, the social media platform is looking to multiply its merchandise sales by the end of the year to hit a projected number of $20 billion.
So, while they rake in billions, users can’t avoid the excessive amounts of videos with the phrase “eligible for commission” plugged in on the bottom. Too much of anything good is bad, and TikTok pushing more advertisement posts than usual is only causing people to become agitated with the app. If TikTok shop has taken over my explore page, I'm sure it has for the rest of you reading. The app was much more tolerable, seeing solely funny and relatable content with an occasional ad. I understand business is business, but is the excessive pushing of e-commerce sales sustainable in the long term when it comes to maintaining the app’s relevancy? I don’t think so; there needs to be a healthy medium. It better happen quickly before more shadow work journals and snail mucin sell out!
Strike Out,
Gael-Lynn Laguerre
Boca Raton
Gael-Lynn Laguerre is a content writer for Strike Magazine Boca. She’s a textbook Aquarius: hyper-independent but also super hot. In her free time, she enjoys online shopping, writing sad poetry, and oversharing on Twitter. You can reach her by lgaellynn@gmail.com or Instagram @gael.lynn
