![]() Someone did say they liked the sound of my typing. I closed my TikTok app with a new-found appreciation (and a little bit of fear) of how hard it must be to maintain a character for hours during a live stream. Someone else asked me to sing Black Sabbath. I went live for 15 minutes while writing some of this article, and 320 people watched me. I couldn’t call myself an autoethnographic researcher without trying to go live myself. If content creators want to make money from their content, they either need an incredibly large following or must find brand deals or do live streams. The rise in live videos on TikTok is linked to the platform’s monetisation policies. The NPC trend has shown us how the self-branding online we are more familiar with, people being so authentically themselves, can be surpassed by people playing a character. This system is available to far more people. Australia is not included.Īlternatively, any creator with over 1,000 followers can live stream and can cash out in-app “gifts” for real money. It is also available in limited countries. The creator fund on TikTok is limited to creators with over 10,000 followers who have amassed a minimum of 100,000 views in the last month. ![]() The most money to be made on TikTok, outside of brand deals, is through live streams.įrom being mildly late to sucking on people's tears – what is a 'beige flag' on TikTok? While the real numbers differ depending on video length and the creator themselves, TikTok is known to pay $0.03 per 1,000 views, compared to multiple dollars on YouTube. TikTok pays its users far less than YouTube does. ![]() Tobias Raun, an assistant professor in communications, states: “YouTube as a platform plays a crucial role by persistently encouraging users to compete for attention and status and rewarding them economically for promoting themselves.” TikTok is one of many social media platforms where users create and sell a personal brand for money. Pretending to be an NPC on TikTok live is not too far removed from popular YouTubers maintaining an “ online persona” for the purposes of creating a marketable, brand-friendly channel. The NPC trend fits in with other forms of online commodification. Christine Tran, a PhD candidate from the University of Toronto, states: “NPC streamers are just the latest genre of creators who divide their bodies into marketplaces of intimacy.” Bigger gifts usually have bigger reactions. NPC live streamers have planned reactions to the “gifts” they receive while they stream. Their reactions are expected, if not delivered at the specific times we ask for them. While NPCs cannot technically be “authentic” as they are characters rather than people, they still fulfil these attributes on TikTok. Traditionally, when we think about people becoming successful online, we attribute this to authenticity.Īudiences want consistent posts, a clear authorial voice, and a person and brand where they know what they’re getting. One of the key principles of being successful online is a consistent personal brand. For years, creators have been participating in brand deals for anything from health products to home decor, with some going as far as deals for free cosmetic surgery. People online have been commodifying themselves since social media platforms introduced creator fund programs and brands recognised the income potential of content creators. An expert explains the risks – and how to read product labels It is uncanny watching people be NPCs.Ī new TikTok trend has people drinking toxic borax. Others, myself included, watch for the absurdity. Many streamers also dress up in elaborate cosplay costumes, feeding into the gaming and fantasy aesthetic. Nicki Loczek’s popularity came from her funny videos pretending to be a video game character in public. ![]() People watch NPCs on TikTok for a variety of reasons. Others, however, disavow this sentiment, stating that people always claim women making money from the absurd is a fetish, when it is often far from the truth. Some people are calling the NPC trend a fetish – more often that not it is beautiful women performing actions and sounds on command for an audience.
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