TikTok is being swept by a controversial new trend: “NPC lives” (non-playable character, in free translation). Originating from the world of video gamesthe idea is to imitate secondary characters and receive “digital gifts” that can be converted into real money.
Lives NPC: understand the trend
Canadian PinkyDoll is seen as a pioneer in this scenario, earning between $2,000 and $3,000 per live and gaining 400,000 followers.
In Brazil, the phenomenon gained strength through the youtuber Felipe Bressanim, known as Felca, who accumulated more than 1 million new followers on TikTok and had a video with 14.5 million views.
In this scenario, fans buy virtual coins from the TikTok platform to send to creators. These “digital gifts” are converted into “diamonds”, which can be exchanged for real money via PayPal.
TikTok keeps half of the earnings, which makes this model financially attractive for both the platform and creators. But what are users thinking about this type of content? This tweet explains:
Tweet translation:
“I was just scrolling on TikTok and what I want to say is… you are literally psychotic, you bitches????”
Reaction from users and critics divides opinions
As you can see, the news was not well received by everyone. Critics argue that this trend is decreasing the value of content available on the platform, leading TikTok to take steps to curb the phenomenon.
NPC lives can still be monetized; however, they will not appear in the “For You” feed. This will limit your visibility and potentially impact the income of those involved.
TikTok did not disclose specific details about the conversion rate of these virtual currencies, maintaining a veil of mystery over the real conversion value between virtual gifts and the money that reaches the creators’ pockets.
This new wave brings to light broader questions about the direction social media platforms are taking in terms of regulation and content quality.
The decision of the TikTok of implementing restrictions suggests that the company is aware of the risks and benefits of this practice and is working to find a balance that suits both creators and critics.
