By Egobi Ofuogu
In early June, many Nigerians watched in disbelief as viral videos showed people pleading for money during a TikTok Live session allegedly hosted by suspected bandits.
The incident reignited concerns over the growing culture of soliciting virtual gifts and cash on social media, raising difficult questions about the boundaries between digital entrepreneurship and online begging.
As TikTok Live becomes a popular source of income for young Nigerians, opinions remain divided over whether the platform represents a legitimate avenue for creators to monetise their talents or a troubling trend that encourages dependence on virtual donations.
The debate also reflects broader concerns about youth unemployment, Nigeria’s evolving digital economy and the responsible use of social media.
Indeed, social media platforms have transformed the way people communicate, interact and create economic opportunities, with young Nigerians exploring digital spaces for income generation.
Platforms such as Facebook, Instagram, WhatsApp, X and TikTok have evolved beyond social networking to influence careers, businesses, community mobilisation and civic participation.
Among them, TikTok has emerged as one of the most popular platforms, enabling content creators to earn income through brand partnerships, advertising and virtual gifts from followers.
However, the growing popularity of TikTok Live, where viewers send gifts that can be converted into cash, has fuelled debate over whether the practice represents digital entrepreneurship or a new form of online begging.
According to DataReportal, Nigeria had an estimated 47.8 million social media users as of October 2025, representing about 20 per cent of the population.
Similarly, Intelpoint estimates TikTok’s Nigerian user base at about 37.4 million, underscoring the platform’s growing influence among young people.
For many, TikTok Live has become more than entertainment; it offers opportunities to build audiences, showcase creativity and generate income.
Even so, critics argue that some users have shifted from creating valuable content to merely soliciting gifts without offering meaningful engagement.
Sharing his perspective, Mr Steve Benjamin, a youth activist, said TikTok Live should not automatically be labelled as e-begging.
According to him, what matters is the intention behind using the platform.
“I did not go live because I was looking for money. As a matter of fact, I did not receive gifts from anybody and I did not ask for any,” he said.
Benjamin, however, expressed concern about creators who resort to degrading or exploitative content, especially involving children, simply to attract gifts and monetary rewards.
He urged content creators to focus on meaningful content while using digital platforms responsibly.
Furthermore, he advised youths who earn income from TikTok and similar platforms to diversify their revenue streams, noting that changes in algorithms, platform policies and audience preferences could affect earnings.
He encouraged creators to invest proceeds from social media in businesses, education and other sustainable ventures.
Offering a different perspective, entrepreneur Mr Jesse Ayo argued that virtual gifts should be seen as support for creators rather than acts of charity.
According to Ayo, quality content requires time, creativity and commitment, and audiences who appreciate such efforts should be free to support creators financially.
“When I see people put out content, I am pleased and want to support them so that they will be encouraged to do better,” he said.
He described content creation as legitimate work, saying creators devote considerable time and energy to producing engaging content.
“TikTok is just like a job now because people are putting in their time and energy. They spend sleepless nights creating content and it can be discouraging when the views are low or people do not appreciate their efforts,” he added.
Nevertheless, Ayo advised users to exercise restraint when spending money on virtual gifts.
Beyond individual opinions, research has also drawn attention to the growing phenomenon of online begging on social media.
A 2023 study titled Analysis of Online Begging Phenomena in TikTok identified online begging as an emerging practice driven by advances in digital technology and changing social behaviour.
Similarly, a 2025 study published in the Asian Journal of Humanities linked the trend to poverty, rapid technological development and the growing desire for online visibility.
Taken together, the studies suggest that while TikTok Live creates economic opportunities, it also raises ethical concerns over emotional manipulation, exploitation and controversial tactics used to attract financial rewards.
Meanwhile, governments and regulators across the world continue to focus on issues such as data privacy, child protection, misinformation and online safety.
In Nigeria, agencies including the National Information Technology Development Agency (NITDA), the Nigerian Communications Commission (NCC) and the National Broadcasting Commission (NBC) have consistently advocated responsible use of digital platforms.
The Director-General of NITDA, Mr Kashifu Inuwa Abdullahi, has repeatedly urged Nigerians, especially young people, to use digital technologies productively.
According to him, excessive consumption of entertainment content could distract young people from acquiring digital skills, innovation and entrepreneurship needed for national development.
He has consistently maintained that digital platforms should serve as tools for learning, creativity, innovation and economic empowerment rather than mere entertainment.
Echoing that position, digital economy expert Mr Isaiah Pam called for greater digital literacy, saying users should understand both the opportunities and risks associated with social media.
He said while digital platforms provide opportunities for business growth, networking and access to global markets, users must exercise caution and avoid harmful online practices.
In the same vein, youth development advocate Ms Naomi Adeyemi urged young creators to prioritise value-driven content, protect their privacy and build sustainable income streams instead of relying solely on virtual gifts.
According to her, responsible use of technology remains essential to ensuring that Nigeria’s expanding digital economy translates into youth empowerment and national development.
Analysts say Benjamin’s advice on diversifying income sources underscores the need for creators to complement earnings from social media with investments, skills acquisition and other sustainable ventures.
As millions of Nigerians continue to embrace TikTok, stakeholders agree that greater emphasis should be placed on responsible content creation, digital literacy and protecting vulnerable users from exploitation.
Ultimately, observers say whether TikTok Live becomes a platform for entrepreneurship or a channel for e-begging will depend largely on how creators and users choose to engage with it.
For many, the future of Nigeria’s digital economy will not be determined simply by how much money changes hands online, but by whether digital platforms are used to create lasting value, innovation and sustainable livelihoods.
Egobi Ofuogu writes for the News Agency of Nigeria
