Jimmy Darts, known as Kellogg on social media, grew up receiving $200 every Christmas from his parents – $100 for himself and $100 to give to a stranger. Now, with a massive following on TikTok and other platforms, he has turned philanthropy into a full-time job. Kellogg is part of a growing trend of content creators who engage in “kindness content,” where they give away money to strangers in need, often using crowdfunding methods like GoFundMe. While some praise these acts of kindness, others criticize them as performative and potentially exploitative.
Critics argue that recording strangers, often without their knowledge, and sharing those videos online for social media clout can be problematic. Content creators like Kellogg can make money from the views they receive on these videos, allowing some to work full-time as creators. Comedian Brad Podray, a vocal critic of “kindness content,” believes that some viewers only see the measurable value of helping others, ignoring potential ethical concerns. Questions regarding consent, privacy, and the selection of subjects have arisen in the world of “kindness content.”
Recording practices in “kindness content” videos have raised ethical questions, with some creators using hidden cameras to film unsuspecting strangers. While some creators ask for consent to share the videos after the fact, others have been criticized for potentially exploiting vulnerable individuals. Critics argue that focusing on specific individuals in multiple videos, especially those who are homeless or struggling with addiction, can contribute to a form of exploitation known as poverty porn. Some creators defend their actions, stating that their intentions are good and that they genuinely care for the people they feature in their videos.
Despite criticism, many creators of “kindness content” rely on visibility to support their work through crowdfunding methods like GoFundMe and personal payment apps. While some question the transparency of these donations and the lack of checks and balances, creators like Kellogg and Liljenquist believe that their efforts are more effective than traditional nonprofit organizations. While some creators have established nonprofit foundations to support their work, this is not a widespread practice. Critics like Podray suspect that some creators may take advantage of the system or engage in fraudulent activities.
The controversy surrounding “kindness content” videos has not deterred their popularity or the support they receive from millions of viewers and donors. While concerns exist about potential exploitation and unethical recording practices, these videos have introduced many young people to the world of philanthropy. Despite skeptics, some have become supporters after witnessing the positive impact of these acts of kindness. While the debate continues, supporters like Kyle Benavidez have witnessed firsthand the positive effects of these videos, with Kellogg’s help raising significant funds to support his family during a difficult time. Kellogg remains committed to his philanthropic work and believes that true intentions and actions matter more than performing good deeds for the cameras.
