TikTok has taken the world – from influencers to high-end brands – by storm as they engage with their audience via short-form videos. What makes TikTok so unique is its ability to give every video an equal chance to go viral regardless of the user's follower count through the discovery algorithm. TikTok has simplified what it means to be a content creator, as it has allowed users to record, edit, and format, all within the app. All these factors contribute to TikTok being the most downloaded app in 2022 and leading brands to prioritize it as a key marketing channel.
In 2019, TikTok launched "TikTok Live" on the app. TikTok LIVE is a live video-streaming feature that allows users to engage with their audience in real-time using the comments section. This is a wonderful way for your audience to access your brand in a relatable and more personable way.
Who can go live on TikTok?
As inclusive of a platform as TikTok is, there are still some restrictions when it comes to who can unlock the capability to go live. TikTok requires you to be at least 16 years old, have 1,000+ followers, and be active for a minimum of 30 days before going live on the platform. For creators who are at least 18 years old, you can actually receive gift points in the process that you can then exchange for some real cash and earn money.
Step-by-step guide on how to navigate the LIVE feature
Open your TikTok app and make sure you’re logged in to your account.
Tap on the + sign where you ordinarily post a TikTok Video.
Once your camera prompts open, tap the “Live’ option at the bottom of the screen.
Add a title and cover photo to your livestream, adjust your filter and settings to your liking, and share your livestream through connected social media platforms.
When you’re ready, tap Go LIVE to begin streaming your video.
Go LIVE on TikTok with someone
TikTok allows two users to go live at the same time in the same frame. Dual LIVE can be done with anyone in your live stream on a request basis by following these simple steps.
Find the LIVE you want to join and click on the comments section.
In the comments section, there’s a button that looks like two smiling faces. Tap this to send a request to join the broadcast.
If the request is accepted, the screen will display a message to the requesting user that they’ll join the live broadcast shortly.
A countdown will appear on the user's stream, and then they'll officially be broadcasting on TikTok LIVE with the host.
TikTok LIVE boosts business? We’ve got the stats to back it up
By broadcasting LIVE videos on TikTok, you’re able to connect with your audience in a more authentic way as it’s an unedited version of you and your brand. When your audience grows a deeper connection to you, they’re more likely to share your brand via social channels or word of mouth. In fact, a study found that 56% of users feel more positive about a brand after seeing it on TikTok and that ads on the platform tend to be more original and inviting than those on other social platforms. This personable avenue to your audience creates a trustworthy bond that makes them feel safe in purchasing your product or service.
According to the numbers, TikTok has successfully set itself apart from other live-streaming platforms. A recent study by Ipsos found that TikTok users are 50% more interested than non-TikTok users in branded or sponsored LIVE content. Not only that, but 1 in 3 TikTok LIVE users have expressed that TikTok is their go-to social to connect with brands. This has positioned brands to be able to optimize and leverage TikTok to increase brand awareness and drive sales because, believe it or not, 50% of TikTok users have bought a product after watching a LIVE stream.
5 ways to optimize your TikTok LIVE
1. Have a plan
Although TikTok LIVE is a time to be your unscripted self, it's a good idea to have a rough outline to help keep you on track and ensure everything runs smoothly. This is also a good way to break down any segments or giveaways you intend to have during the LIVE.
2. Timing is everything
Plan to go live when your audience is free and active on TikTok. Most people are usually home in the evenings, but promoting your broadcast ahead of time will give you a better chance to ensure maximum attendance.
3. Use a catchy title
Once you start your live broadcast, you’ll see a box to enter a title for your livestream. Use this opportunity to write a title that will entice people to watch. Using hashtags can also help bring more users to your LIVE that have an interest in your product, service, or topic.
4. Quality matters, but remain authentic
Good lighting, audio, and camera setup is key to keeping viewers engaged. Best practices include making sure that lighting is on point, audio is clear, Wi-Fi is strong, and your camera is in a position for viewers to see the entire frame.
5. End with a call-to-action
Close every stream with a call-to-action by reiterating whatever it is you want your viewers to get out of the LIVE and provide next steps. This will help drive your brand and business goals.
Go LIVE today
If you let it, TikTok can be a driving force in your marketing strategy. There’s no doubt that TikTok LIVE is a powerful tool to help brands create an engaged community to connect with in the most genuine way possible. By bridging the gap between the brand and your audience, you have the ability to create an audience that believes and trusts in your product, to help drive social visibility, website traffic, sales, and an overall strong brand strategy.
As a TikTok Marketing Partner, Emplifi’s integration with the TikTok Content Marketing specialty builds on its strategy to help brands provide outstanding experiences across marketing, commerce, and care touchpoints. This initiative will allow customers using Emplifi’s Social Marketing Cloud the opportunity to expand their brand reach to an ever-growing community of creative and energized followers on one of the world’s most popular video apps.
Through this integration, marketers will be able to use the Emplifi Social Marketing Cloud to:
Manage: Organize, schedule, and publish content on TikTok.
Understand: Access and track profile and video metrics, compare to other platforms and benchmark performance within the TikTok app, optimize their strategies, and better understand their audiences and engagement
Respond: Monitor the conversation happening on an organic TikTok page, delegate and respond to comments, and understand the community's engagement style with each brand.
Learn more about how Emplifi can help your brand. Contact us today for a free demo!