Non-Playable Characters, Astrology & Digital Nomads

One of the more peculiar trends that has emerged in recent weeks is the “NPC” trend on TikTok. We take a look at the non-playable character phenomenon and how creators are utilizing it to cash in. We also examine the rising popularity of not only astrology as an identity, but a way for brands to reach their audiences on a more connected level. Finally, we provide our POV on digital nomadism, a few years into the rise of the lifestyle–and define this new-type of consumer. Welcome back to Culture Hack, our newsletter authored by our very own Heroes: students of culture, creators, and boundary-pushing, shape-shifters hell-bent on changing the world. Our work is rooted in deep cultural understanding, based on our lived experiences, expertise, and relentless learning that we use to help brands find and leverage their “Cultural Superpower.”

Ice Cream So Good–NPC Trend Turns Lucrative

One of the more peculiar trends that has emerged recently is the NPC trend on TikTok. Inspired by the concept of Non-Playable Characters in video games, individuals are embracing this phenomenon, and it’s not just random & a bit odd—it has proven to become incredibly lucrative.

Creators are donning the persona of NPCs, robotic and often repetitive characters encountered in video games. This trend has given rise to a new form of digital performance art, blending humor, satire, and absurdity. It’s a stark departure from the usual content found on the platform, and its appeal lies in its unpredictability and uniqueness.

Notably, the NPC trend has transcended the boundaries of TikTok, spilling over into broader pop culture. It has inspired countless memes, parodies, and even merchandise featuring the now-iconic NPC face. With their vacant expressions and scripted responses, these digital avatars have become a symbol of the internet’s fascination with the surreal and absurd. The trend’s influence can be seen in various online communities, cementing its status as a cultural phenomenon.

Beyond the realm of culture, creators are also capitalizing on the NPC trend for monetary reasons. As detailed in articles such as those by The Conversation and Forbes, TikTok users have leveraged their newfound NPC personas to build massive followings. These creators are drawing in audiences who are eager to watch them act out bizarre, scripted scenarios reminiscent of video game NPCs. They’ve monetized their content through sponsorships, merchandise sales, and, most notably, through live streams.

The live stream aspect of the NPC trend has been a game-changer. Creators are now hosting NPC-themed live streams, where they engage with their audience in character. Viewers can interact with the creators, request specific behaviors, or even join in on the act themselves. This interactive element has led to a surge in virtual gifts and donations, turning the once-bizarre trend into a substantial source of income for many TikTok users.

One standout example of a creator who catapulted the NPC trend to fame is Pinkydoll. With her distinctive style and a knack for infusing humor into the NPC concept, she quickly rose to prominence on TikTok. Pinkydoll's videos often feature her adopting the persona of an NPC, delivering scripted lines and displaying the stereotypical behaviors associated with these characters. Her deadpan delivery and commitment to the role have garnered her a massive following (1.1M). She not only embraced the trend but became a driving force behind its popularity, illustrating how creators can breathe new life into internet trends.

What's particularly fascinating about Pinkydoll's journey is that the NPC trend existed in various forms before it hit TikTok's live-streaming scene. Memes, short videos, and online discussions about NPCs had circulated on the internet for years. However, creators like Pinkydoll recognized the trend's potential and took it to the next level by injecting personality and theatricality into their performances. This transformation from static, non-live content to dynamic, interactive live-streams breathed new life into the NPC trend, leading to its widespread popularity and monetization opportunities. Platforms like Twitch & TikTok enable creators to earn money through donations, virtual gifts, and sponsorships, all of which can be substantial sources of income. The interactive nature of live-streaming made fans more willing to support their favorite creators financially.

In essence, Pinkydoll's success is a prime example of how internet trends can evolve and adapt, and how savvy creators can capitalize on them. The NPC trend's journey from a niche internet concept to a cross-platform, money-making phenomenon underscores the dynamic nature of online culture and the creative ingenuity of content creators who can spot opportunities and bring them to life. As the digital landscape continues to evolve, we can expect to see more trends take similar journeys, captivating audiences and creators alike.

In conclusion, the NPC trend on TikTok is a testament to the ever-evolving nature of internet culture. What started as a quirky and surreal phenomenon has transcended its initial weirdness to become a significant cultural and financial force. Creators have found innovative ways to leverage this trend, turning it into a lucrative venture. As social media continues to evolve, trends like the NPC phenomenon remind us of the digital landscape’s unpredictable, entertaining, and occasionally absurd nature.

Astrology as an Identity

Have you checked co-star lately? After all, mercury is in retrograde…

Astrology, once an ancient celestial practice, has transformed into a contemporary identity cornerstone. Simultaneously, brands have certainly leveraged their sway to captivate consumers, offering relatable traits that help people define themselves and connect with others. 

Its’ meaning continues to resonate deeply, particularly among millennials and Generation Z, who seek purpose in its introspective narrative. According to Instagram’s 2023 Trend Report, “almost half of Gen Z social media users answered “No” when asked if they would date someone with an incompatible astrology chart”.  

Consumers are referencing their charts to gain insights into those around them and delving deeper to foster connections beyond surface-level interactions. With the aid of technology and emerging astrology-centered tools, this practice has transformed into an effective avenue for uncovering the connections that many have been in search of. Consequently, it has evolved into a method for discovering purpose, establishing a sense of control, and seeking guidance—offering reassurance, particularly in an age where the pursuit of stability is paramount.

By aligning products and messaging with zodiac traits, companies have continued to establish emotional and spiritual connections. Whether a beauty brand mirrors Leo's confidence, or simply aims to resonate with a Virgo's analytical nature, this personalized approach enhances engagement.

From fashion collaborations inspired by zodiac signs to social media's astrological content, brands adeptly embrace astrology. Starbucks crafts horoscope-themed beverages, to Spotify’s zodiac-themed playlists. Taking personalization to a whole new level, it has become so embedded in today’s culture that brands have continued to employ the core characteristics of each zodiac sign to curate suggestions for the unique preferences of individual signs.

Celebrities and influencers humanize themselves via zodiac signs, amplifying relatability, and authenticity. As technology advances, hyper-personalized astrological content could deepen brand-consumer connections.

Yet, ethical consideration arises with the potential manipulation of audiences that gravitate to this realm.

The dance between astrology, identity, and branding hinges on balance. Brands align with self-perception, but ethics are becoming increasingly important. Astrology's journey from antiquity to marketing today underscores its enduring power in shaping perception and fostering engagement.

-Naomi Augustin

Digital Nomads and New Age Consumerism 

It is no surprise that the global economy is feeling the long-term ripple effect that COVID-19 brought on.

Globally, countries such as Portugal, UAE, and even Malta are utilizing the power of digital nomads as an opportunity for an economic boost, even with the impending threat that consumerism and gentrification have had on culture during civil, social, and financial unrest.

Defined as location-independent, digital nomads are people characterized as those who do not have a permanent residence, travel the world while working, and rely on technology to do so. They do not fit the current categorization of travelers, as they are neither tourists nor migrants and make for a unique consumer set. 

During the last few years, what was seen as a sense of freedom (even during harsh times), digital nomads enabled global economies to have an influx of much-needed cash. However, with the recent economic shifts, freedom has turned into controlled restraint by the companies and brands that both employ, implore, and inspire us. 

Companies like Twitter X are conducting mass layoffs, Meta is taking another missed swing at the digital bat, and Zoom is calling in their workforce. The world around us is swiftly changing the way we work for better or for worse (depending on how you look at it). This raises the question, can the digital nomad still be the answer to a flailing economy as a consumer?

It’s important to understand that to connect to a consumer set such as the digital nomad; a brand must remember a few key things. 

Consumers choose brands because: 

• The brands can help fulfill their emotional needs
• Stimulate their lifestyle choices 
• Emotionally impacts their well-being
• Creatively challenge their sense of self. 

And like any consumer set, digital nomads are searching for an experience that considers the above factors.

So, what does this mean for brands who rely on these consumers?

It means there is an opportunity to be providers and not just identifiers, as this consumer actively participates in curating what their life is meant to be through the power of experience. And as long as brands are meant to heighten their experiences, instead of just dictating to them, you’ll be off to a great start. 

- W. Sky D.

Amidst recent reporting that Threads use has declined by 79% over the past month, new data has emerged on creators’ perceptions of Threads, revealing that they might remain optimistic about the platform.

• Ninety percent of the more than 600 creators surveyed by influencer marketing agency Fohr on Aug. 11 said they are eager to extend their sponsored work to Threads and would be open to a brand deal on the platform “right now.”
• More than 80% of the surveyed creators reported they’re actively using the platform, even if just occasionally, as they look to capitalize on Threads’ largely unexplored potential as a new monetization source.

You may have also seen that Meta is cross-promoting the app, showing a carousel of suggested Threads on Instagram to bump up engagement.

• Earlier this month, Meta added a “Send to Instagram DM” button on Threads to directly share posts with your friends on Instagram.
• Last week, Meta officially introduced Threads on the web with features like the ability to quote posts still missing. This was a highly anticipated launch to encourage frequent posters to be more active on their desktop

Back over on Instagram, “the great social media circle of life takes effect,” with the platform testing 3 and 10-minute-long reel uploads, in a clear bid to compete with TikTok’s capabilities.

• Instagram may soon let users upload much longer videos as Reels, mirroring TikTok’s longer video uploads which it rolled out last year (note: while some users are no longer seeing the 10-minute video upload option on TikTok, you can still upload 10-minute videos).
• Many people have pointed out, it is essentially back to the future for IG after it retired its long-form “IGTV” video option early last year. Now, it’s seemingly bringing it back, in a new form, though it would also provide a more integrated, streamlined video experience, all under the Reels banner

The “short-form video wars” continue on YouTube. The platform recently announced it will be adding short-form music video clips called “samples.”

• Many are calling the move an effort to win-over more Gen-Z consumers and bring the TikTok generation over to their app.