𝐓𝐢𝐤𝐓𝐨𝐤’𝐬 𝐑𝐢𝐬𝐢𝐧𝐠 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞- 𝐀 𝐋𝐢𝐟𝐞𝐥𝐢𝐧𝐞 𝐟𝐨𝐫 𝐓𝐢𝐤𝐓𝐨𝐤𝐞𝐫𝐬

…𝑻𝒊𝒌𝑻𝒐𝒌’𝒔 𝒊𝒏𝒄𝒐𝒎𝒆, 𝒄𝒓𝒆𝒂𝒕𝒊𝒗𝒊𝒕𝒚, 𝒂𝒏𝒅 𝒅𝒊𝒈𝒊𝒕𝒂𝒍 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚

By Tenzin Eden

Recently, a substantial portion of individuals has embraced content creation across diverse social media platforms, notably with TikTok emerging as a prominent and influential avenue for content monetization. TikTok users can engage in live streaming, receiving virtual gifts from their audience, thus establishing it as a pivotal revenue stream for numerous content creators.

The rise of TikTok’s popularity was further amplified at the onset of the COVID-19 pandemic, as individuals confined to their homes sought novel avenues for entertainment and connectivity. This period witnessed a surge in diverse content creation, live streaming, and the accumulation of virtual currency on TikTok, which can be later converted into tangible earnings. While other platforms like Facebook and YouTube also offer opportunities for monetization, TikTok’s unique blend of live interactions and virtual gifting distinguishes it as a highly lucrative platform for content creators. Consequently, TikTok has emerged as a significant source of financial stability for many, particularly amidst challenging economic climates such as the pandemic and its aftermath.

Sangay Zangmo, a 36-year-old shopkeeper, has been using TikTok for almost 5 to 6 years. She mentioned that she initially started using TikTok to create and upload funny reels as a form of entertainment. Additionally, she shared that as a shopkeeper, TikTok served as a way to pass time, making her feel less lonely during quiet hours at the shop. However, Sangay experienced financial difficulties during the pandemic. It was then that she discovered the option to go live on TikTok and engage with both familiar faces and strangers. “Later, I learned that from TikTok, we can earn coins which can be converted into real money, and I earned Nu. 2000 at my first TikTok live,” said Sangay.

Similarly, Kelzang, a 30-year-old housewife, began TikToking in 2018 due to her passion for acting since childhood. She said, “I was introduced to TikTok in early 2018 and found it to be a platform that not only entertains but also helps me to stay engaged with people, making me feel better.” TikTok has provided her with a supportive circle of friends and opportunities for recognition through followers and gifts. However, Kezang acknowledges the negative impact of aggressive gaming on TikTok Live, not only on TikTokers but also on underage viewers who may be influenced negatively.

Sonam Penjor, Director of the Department of Media, Creative Industry, and Intellectual Property at the Ministry of Industry, Commerce, and Employment (MOICE), stated that they are currently exploring how TikTok can be leveraged to generate income. Furthermore, he acknowledged the importance of digital platforms in enabling and facilitating this process.

In the 13th Five-Year Plan (13FYP), the department intends to execute plans and programs to support those who utilize TikTok in a constructive and talented manner. The Director emphasized that support will be extended to individuals who utilize TikTok responsibly, demonstrating talent and creativity. Equally, those who engage in inappropriate behavior, such as discussing sensitive topics or using vulgar language, will not receive support or they will not be able to be help them. Therefore, they are currently monitoring the situation closely to ensure the platform is used appropriately. By maintaining a vigilant approach, the department aims to foster a conducive environment for creative expression and income generation through TikTok.

However, not everyone’s views on TikTok rise with optimism. Karma Tshering, a 39-year-old civil servant said, “I have reservations about the idea of TikTok as a viable platform. In my opinion, this platform fosters a culture of laziness and promotes the pursuit of easy money. While I empathize with the unemployed who may turn to TikTok as a trend to explore, the widespread engagement with TikTok raises concerns for its long-term implications.”
TikTok’s growing popularity has led to a trend of competition and vulgarity, as individuals vie for attention and often find themselves embroiled in disputes. Karma emphasized, “From my perspective, TikTok may serve as a leisure activity, but it should not be relied upon as a primary source of income, and I feel that people became more active during the pandemic, which is understood.”

Karma believes it’s essential for individuals to explore more sustainable avenues for personal and professional growth, rather than relying solely on fleeting trends like TikTok.
Nevertheless, for entrepreneurs like Dema (name changed), the owner of a shoe store, TikTok Live has highlighted its effectiveness as a valuable tool for marketing products and raising awareness of her store. Moreover, TikTok has enabled them to engage with a diverse range of customers across the country, effectively expanding their market reach. Dema said, “The TikTok Live facilitates reaching various audiences through digital platforms, thereby overcoming the challenges posed by changing economic conditions, slow growth, and rising inflation.”

Furthermore, Dema asserted that TikTok will be the primary platform for promoting their business, as it helps customers verify the authenticity and credibility of the store, distinguishing it from potential scams on other social media platforms like Facebook and Instagram. Despite having diversified their online presence, Dema believes TikTok is the ideal platform to connect with their target audience and attract customers instead of using it for useless business like playing games for punishment and many more.

In the dynamic evolution of social media, TikTok stands out as a testament to the transformative power of digital connectivity, offering hope and opportunity to millions worldwide. Additionally, TikTok’s growing influence in Bhutan presents both opportunities and challenges. While it serves as a vital support system for those seeking financial stability and creative expression, it also stimulates discussions on its long-term impact and the importance of responsible usage.