NPC lives are broadcasts in which people imitate non-playable characters – any character that is not controlled by a player – as in video games. As the audience sends gifts in the form of money, the character reacts in certain ways, repeating phrases and actions from an NPC.
The trend started with Fedha Sinon, as known as Pinky Doll and grew among users who make fun of it. The creator told to The New York Times that she already earned up to US$4,000 per live stream.
As a result, the public pays to decide the streamer’s next performs, which are stylized, fetishized, and often infantilized.
The amount of money that this situation generates is high for those creators who have TikTok relevance, as Felca, an brasilian youtuber, told to G1 website “What I want to say and what is important to say is: align your expectations. If you want to do lives like this, align your expectations, so you don’t get frustrated. Don’t go headlong, don’t drop everything. It’s not all they’re talking about, but it’s money. So, I think you can earn extra income”. Due to the algorithm, those who are trying to grow by making this type of content, need to rely on luck to be successful.
Although it is profitable and easy way to make money, isn’t the dignity of these people worth more than that? Many creators are exposing themselves to shame and humiliation to earn space in the trend, says Felca to G1. “What has become more popular is imitating NPCs from games with Japanese characters. You must look like a little Japanese girl, always with makeup and delicate. This is the one that has become the most popular because it is the most ridiculous. The more ridiculous, the more popular.”
The point is that TikTok‘s algorithm has given too much relevance to this type of stream and that’s why people submit themselves to this scenario.
After a while running on timelines, TikTok decided to take measures so that the algorithm stops recommending NPC lives, this is what the network’s new recommendation says about: “repetitive, inauthentic and degrading content to induce viewers to send Gifts”. As a recent phenomenon, the measures are taking effect little by little.
Regardless of the power of NPCs creators such as Pinky Doll, this event represents a larger trend: creators are finding new ways to make money out of users, and will continue to do so, however unconventional the approach may be.
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The article above was edited by Ana Beatriz Aith.
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