One of the most sobering reminders about the importance of social media is just how many of the 0.001% are desperate to have a say over it. While Elon Musk and his takeover of Twitter may be the most high-profile and humiliating example of recent years, there are a number of very wealthy people who are content to stick to the lower stakes of TikTok influencing and have amassed large and loyal followings as «rich people who rich right.»

The majority of those who populate RichTok live out the hypothetical answers to the question their audience asks, «What would you buy if you won the lottery?» It’s consumerism on steroids, presented in a package charming enough that the wealth on display feels like a prop and not the main appeal of the creator.