Follower is the King: The Commodification of Authenticity among TikTok Content Creators in Commercial Video Productions

Abstract

We have observed a recent trend where TikTok content creators develop thematic content that is perceived as their authenticity. Thematic content is tied to the authenticity established by the content creators to create differentiation and reach many followers. Thematic content refers to the consistency of messages conveyed by content creators as part of their digital identity construction. These media messages were initially designed to entertain, educate, and inform audiences or followers within the new media context. However, these practices have shifted towards monetization, which leads to commodification. We aim to assess the impact of this commodification with the following question: How do TikTok content creators experience the commodification of authenticity in commercial video production? Our study is a qualitative descriptive analysis using case study as a method. We analyze five popular TikTok content creators. Key findings reveal that creators deliberately craft their digital identities to enhance popularity and financial gain. Authenticity, once a genuine trait, is now commodified to increase value. Moreover, creators often develop digital alter egos as part of this process. The implications of this study include: a) the enhancement of promotional culture that threatens the true values of authentic interactions on the platform, and b) the potential devaluation of authenticity due to its extensive exploitation by content creators.