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The Downward Spiral of TikTok (NPC Content, TikTok Shop & Overconsumption)

The Downward Spiral of TikTok (NPC Content, TikTok Shop & Overconsumption)

TikTok, once a popular app known for its fun dance videos, has taken a downward turn in recent times. There are several factors contributing to this decline, including the rise of NPC content, the introduction of TikTok Shop, and the promotion of overconsumption. Let's break down each aspect and explore why TikTok's future looks uncertain.

NPC Content on TikTok is a recent trend that has gained massive popularity. NPC stands for non-player character, a term used in video games to refer to characters with scripted behaviors. Creators on TikTok have started portraying themselves as NPC characters and entertaining their viewers through unique and peculiar movements. Some users even pay these creators to act like video game characters, adding an incentive for the NPC trend to thrive. While it may seem like harmless fun, this content blurs the line between entertainment and fetishization. Many of these creators act like children or anime characters, catering to specific kinks and fantasies. This poses a problem as children are active users on TikTok and could easily get roped into this trend, unknowingly exposing themselves to adult content.

The introduction of TikTok Shop has further contributed to the app's decline. TikTok now promotes overconsumption through its own online shopping platform. Users can directly purchase products they see advertised within videos. While this may seem convenient, it also promotes a culture of mindless buying and excessive consumption. TikTok has capitalized on the viral nature of products and the influence of creators. Any product that goes viral on the platform experiences a surge in demand, leading to inflated prices and a frenzy of purchasing. This overconsumption is not sustainable and poses a threat to our environment as it exhausts natural resources. TikTok has become an advertisement-driven platform, constantly pushing users to buy, making it a capitalistic endeavor.

Small business owners have also faced challenges with TikTok Shop. Some have labeled it a scam, highlighting delayed payments and arbitrary rules that hinder their operations. Sellers on TikTok Shop often have to wait weeks to receive payments, even after fulfilling orders and shipping them to customers. The platform freezes products with poor reviews, preventing their sale for an entire month. Violations of vague rules can also result in account bans. These practices negatively impact small businesses, making it difficult for them to survive and thrive on the platform.

In summary, TikTok's downward spiral can be attributed to the rise of NPC content, the introduction of TikTok Shop, and the promotion of overconsumption. The app is straying from its initial purpose and becoming a hub for questionable content and excessive consumerism. It is crucial for TikTok to address these issues and find a better balance between entertainment, ethical practices, and responsible consumption.

Keywords: TikTok, NPC content, TikTok Shop, overconsumption, small business owners.


  1. What is NPC content on TikTok? NPC content refers to videos on TikTok where creators portray themselves as non-player characters from video games, mimicking their unique movements and behaviors.

  2. How does TikTok Shop contribute to TikTok's decline? TikTok Shop promotes overconsumption by directly selling products featured in videos. This encourages a culture of mindless buying and heightened consumerism.

  3. What challenges do small business owners face with TikTok Shop? Small business owners have reported delayed payments, arbitrary rules, and frozen products due to poor reviews. These issues hinder their operations and make it difficult for them to succeed on the platform.