In today’s data-driven economy, every scroll, like, or ad view on Douyin funnels value into the pockets of corporate giants. But don’t despair! As users, we have ways to redirect that value to the creators who truly deserve it. Let’s explore how.
Donating Tokens: A Digital World’s Act of Kindness
Token donations are like digital courier services, delivering value straight to creators. On Douyin, you can send virtual gifts like a “little star” or a virtual rose to your favorite streamers. These tokens carry not just monetary value but also emotional support (O’Dwyer, 2023).
The Upside
Token donations are simple and direct. They make supporting creators easy without requiring deep economic knowledge. That virtual rose? It might make your favorite streamer smile brighter than receiving a real one.
The Catch
Platforms often take a hefty cut. For instance, out of $100 spent on tokens, a creator might only get $50. Check the platform’s policies before sending gifts to ensure your support reaches its intended recipient.
Likes, Comments, and Shares: Your Silent Digital Labor
Think you’re not contributing if you’re not spending money? Think again. Every like, comment, and share counts as digital labor that boosts creators on Douyin’s trending lists (Maris et al., 2024).
The Logic
This is known as algorithmic mutual aid. Your engagement signals the platform that the creator’s content is valuable, increasing its visibility. Meanwhile, the platform analyzes your behavior to personalize your feed (Srnicek, 2016). Your likes are a quiet but powerful tool for creators.
Challenges: Collective Action in the Spotlight
Douyin challenges—like viral hand gesture trends—can amplify a creator’s visibility. Participating isn’t just fun; it’s a form of community-driven economic support.
The Trade-Off
Challenges allow users to redistribute value within the platform’s ecosystem (Cohen, 2013). However, platforms may design challenges to favor their commercial interests over smaller creators.
Pro Tip
Focus on challenges that support independent creators or meaningful social issues rather than commercialized trends. Your involvement can make a difference.
Off-Platform Support
If you feel that platform commissions are too high, why not step outside the box and support creators through alternative channels? Platforms like Patreon or Buy Me a Coffee allow you to directly pay creators, become their members, and even enjoy some exclusive perks.
The Power of Web3
The idealized version of this model is Web3. It aims to eliminate intermediaries entirely through blockchain and token economies, enabling direct transactions between users and creators. However, the reality is that Web3 is still in its “big dreams, harsh realities” phase, and most regular users can’t yet access these cutting-edge tools.
That said, don’t underestimate Patreon as a “semi-detached” approach. It may be simple, but it’s highly effective. With less money, you can directly support the creators you truly love. And honestly, who doesn’t enjoy exclusive perks and members-only content?
Livestream Commerce
Livestream shopping lets you support creators while satisfying your shopping cravings. Buying products from creators’ streams earns them commissions. You get a deal; they get paid—a win-win!
A Word of Caution
Understand how commissions are split. Some systems prioritize the platform or sellers, leaving creators with a smaller share (Srnicek, 2016). Be mindful of where your money goes.
Play Smart, Enjoy Fully
While we can’t rewrite the rules of platform capitalism, we can play smarter. Supporting creators through donations, likes, and thoughtful participation in challenges helps amplify their voices. Most importantly, enjoy the process—after all, joy is a revolutionary force in itself (Austin, 2021).
What’s your favorite way to support creators? Let me know in the comments!