‘Kindness’ influencers on TikTok give money to strangers. Why is that controversial?

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‘Kindness’ influencers on TikTok give money to strangers. Why is that controversial?
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PHNOM PENH: The Cambodian private sector is optimistic about Cambodia Angkor Air’s plans to expand direct flights between major cities in China and key destinations in Cambodia, saying they expect it to bring positive benefits to Cambodia in tourism, trade and Chinese investment growth.

Darts, whose real surname is Kellogg, is one of the biggest creators of 'kindness content,' a subset of social media videos devoted to helping strangers in need, often with cash amassed through GoFundMe and other crowdfunding methods. — AP

Not everyone likes these videos, though, with some viewers deeming them, at their best, performative, and at their worst, exploitative. From the recording devices and methods down to the selection of subjects,"kindness content” –- like everything on social media – exists on a spectrum. Karen Hoekstra, the marketing and communications manager for the Johnson Center for Philanthropy, studies TikTok-based influencer philanthropy and says the videos, at times, take advantage of their subjects.

Some criticise the showmanship of"kindness content,” but visibility is crucial to the model that relies heavily on crowdfunding. Kellogg is known to start GoFundMe fundraisers on behalf of his video subjects, usually bringing in tens of thousands of dollars in viewer donations. "Nonprofits – not all of them, there are some good ones – but I would just suggest you do your homework on the nonprofits that you are giving money to because there’s a good amount of them who take advantage of the system,” he said.

While controversy swirls around these videos in some online circles, they are part of a hugely popular social media trend with millions of supporters and thousands who are compelled to donate after watching.

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