TikTok Shop LIVE has been a game changer for businesses, a lot of which have witnessed significant growth since having embraced the live shopping feature. With the best execution, there’s a real opportunity to make incredible sales in a comparatively short time.
Merchants worldwide are recognising this fertile ground for revenue, and have begun the painstaking strategy of transforming their platforms to optimise for TikTok Shop LIVE. That’s meant leveraging its quite a few features, including livestreams and in-feed videos, to get their products in front of the platform’s highly engaged audience. It’s been incredible to see the sheer range of sellers getting on board with TikTok Shop LIVE—not only multinational household names, but small homegrown businesses, too.
Eager to advertise multiseller events, last yr TikTok launched a series of live events for TikTok Shop. These were wildly successful, with its Summer Sale event alone garnering a staggering 276m live views and 135m views via associated hashtags. The interactive nature of live selling makes it perfect for just about every style of product. To consider only one creator for example, consider Nisrin Kachar, who generated £10k of sales in a single session on considered one of TikTok Shop’s live events. After having incorporated TikTok Shop LIVE into her presence on the platform, Kachar grew her following from 260k to 480k in a matter of weeks.
“With more alternative in online shopping than ever, people love the interaction of live selling. It seems like having a trusted friend cutting through the overwhelmingly limitless options and saying, ‘You must do that.’ As a creator, meaning crucial things are constructing trust and being authentic. That’s why I refuse to advertise anything I don’t truly love.”
Part of TikTok’s allure is the convenience of its organic discoverability. A user’s content experience is precisely curated based on their interests, while being designed for novelty and exploration. That means anyone and any brand will be discovered if the search advice engine algorithms determine them to be of likely interest to the user—and that’s no matter what number of followers that creator or brand may need on the time.
What’s Next for TikTok Shop LIVE?
With an audience who’re increasingly comfortable with shopping on social media platforms, TikTok is poised to capture those ready and willing to purchase from their favourite brands and creators. TikTok Shop LIVE will likely be the nexus for the platform’s push into this area, and TikTok will continually roll out latest features to enhance the shopping experience and delight users. These latest tools and features will streamline the running of livestream sales events, enabling brands and creators to raised sell products while providing their audiences with enhanced buying experiences. Ultimately, TikTok’s vision is to change into a one-stop shop where users should purchase trending items without even having to exit the platform at any point.
For those clients at my very own marketing agency, Pixated, who need to make their mark on TikTok, I all the time remind them that the platform describes itself as ‘an entertainment platform initially’. Your content mustn’t compromise on creativity for the sake of sales. Otherwise, users will quickly switch off and go elsewhere seeking those brands which are finding that balance more effectively.
Moreover, I counsel my clients to repeatedly innovate in order that they can adapt to the everchanging nature of the platform, giving their content plan a shakeup every few weeks and trying different approaches to see what resonates most with their audience. For some it could be daunting to try establishing themselves on a latest platform, however the rewards are unequivocal for those that take the leap and land it with finesse. As with any latest channel, there’s testing and learning to be done relating to TikTok Shop LIVE—but so long as merchants stay agile of their mindset and versatile of their approach, they need to soon discover what works for their brand and find out how to achieve success on the platform.
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