TikTok and the Creation of Digital “Monsters”: Vulgarity as a New Model of Success

TikTok, which began as a platform for sharing fun and creative short videos, is evolving into something very different. Increasingly, the content dominating the scene isn’t characterized by creativity or talent, but by vulgarity, banality, and provocative behavior.

The result? TikTok is creating real “monsters” of communication, amplifying deviations that flatten on a model of vulgarity and stupidity, pushing more and more people to follow this trend to gain visibility and success.

Vulgarity and “Guapparia” as a Success Strategy

One of the most obvious phenomena on TikTok is the growing popularity of creators who use vulgarity as their primary means of attracting attention. They shout, insult, mock, and create situations of apparent conflict just to get views. To make matters worse, some of them take on the attitude of “guppi” or “characters,” often adopting gangster poses, with the intent of selling products or building a certain image. This type of behavior not only trivializes communication, but poisons it, making toxic content the norm.

The problem is not necessarily with these people—vulgarity and sensationalism have always existed—but with the way TikTok offers them a platform that exponentially amplifies their impact. The Chinese platform’s algorithm seems to incentivize these behaviors, promoting videos that generate more interactions, regardless of their quality or the message they convey. Instead of scaling down these phenomena, TikTok makes them “trends,” pushing them into the feeds of millions of users.

The Sounding Board: The Ripple Effect on Creators

Another worrying aspect is the ripple effect that occurs among creators. When users see that these vulgar and provocative “characters” are successful, they begin to copy their model. Instead of focusing on originality, more and more creators are opting for the easy path of sensationalism, stooping to making banal sketches o stupid skits, with the sole aim of replicating the success of those who made it big thanks to vulgarity.

This phenomenon is particularly widespread in some areas of Italy, such as Campania, where several local “phenomena” have accumulated millions of followers simply by adopting a style that mixes vulgarity with provocation. Even without naming names, the references to certain characters are clear and there for all to see.

Digital Monsters and Their Followers

The result is that our TikTok feeds are filled with videos of these “phenomena” yelling, insulting, throwing objects, or making fun of vulnerable groups, such as disabled people. Often, when someone tries to bring some sense into the comments, they are mocked or laughed at, creating a vicious cycle of negativity. These “digital monsters” don’t even realize the damage they are doing, nor how their actions are just the reflection of a desperate search for attention. In the end, what is perceived as “originality” is often just a superficial imitation of other equally vulgar creators.

The real problem is that TikTok not only allows these dynamics to proliferate, but encourages them. The platform's algorithms, designed to maximize engagement, tend to promote content that provokes reactions, regardless of its quality or social impact. Thus, these characters suddenly find themselves catapulted into the arena of success, with dizzying numbers in terms of followers and views.

The Difference Between Phenomenon and Sustainable Success

However, not all TikTok creators follow this path. There are examples of people who have achieved success thanks to creativity, intelligence and originality. Some of them have managed to conquer the general public, going beyond the boundaries of the platform and reaching a wider audience, even outside of TikTok. These creators, unfortunately, are in the minority, but they represent a beacon of hope in a landscape otherwise dominated by mediocre and vulgar content.

The vast majority of these vulgar “phenomena,” fortunately, remain confined to local success. Even though they boast millions of followers on TikTok, their impact is limited to a niche audience that feeds on this type of content. The problem, however, remains: TikTok continues to be the engine that amplifies and makes these digital “monsters” viral, transforming negative behaviors into trends followed by many.

The “Blessing” of TikTok

Ultimately, the responsibility is not only on those who create this vulgar and provocative content. These people have always existed and will probably always exist. The real issue is TikTok's role as a sounding board. The Chinese platform not only amplifies these behaviors, but legitimizes them, turning them into role models.

While some creators manage to break through thanks to their originality and talent, most of the content we see filling our feeds is nothing more than the consequence of a system that rewards vulgarity and provocation. And TikTok, with its algorithmic management oriented exclusively to numbers, is the main culprit of this social degradation.