As TikTok continues to expand, it’s also looking to build upon its functions and offerings as a means to maximize its potential, and provide more ways to establish community in the app.
This week, TikTok has added some new elements to its live-streaming options, including scheduled events that you can promote, live Q & A, and a co-streaming option to enhance the experience.
First off, on scheduled events – as you can see in the video above (via musician T-Pain), you can now create an event card for your upcoming stream, which you can then share on TikTok and across other platforms.
Users can tap the ‘Register’ CTA for an in-app reminder, which provides another way to increase awareness and interest in your upcoming streams, which could be great for brands considering the option.
Next up is live guests, which, like other platforms, will display you and your guest in split-screen mode in the live broadcast window.
Which is actually not new. All TikTok users with more than 1,000 followers (who are over the age of 16) are able to live-stream, while those with more than 5,000 followers have been able to stream with guests in this mode for some time. It seems that TikTok is reducing this requirement, with all users that are able to stream (i.e. those with 1k followers) now also able to add guests.
And last is the updated Q & A overlay on-screen, which provides another way to engage with streamers in the app.
Live viewers have always been able to post questions via the comments, while the Q and A option has been available on selected creator profiles since January this year. This new option combines the two, adding another engagement option for streamers, which will improve the context for viewers, and give those posting questions more individual focus.
None of these are ground-breaking additions, to be sure, but they do provide more capacity to utilize TikTok live-streams within your process, which, as noted, could have specific benefits for brands that are considering new approaches to video engagement.
The next big stage for TikTok’s live-streams however is live-stream shopping, which it’s been experimenting with in recent months with several big-name brand partners.
That could be a big lure for brands looking to connect with the growing TikTok audience, and drive direct response in-stream.
eCommerce is a key focus for the app, as it works to boost its monetization tools, and eventually, more brands will have the capacity to present their products within their live broadcasts, which will be a big advance for the functionality.
It’s not there just yet, but TikTok is working to improve its live-stream options – and given that we know that this next stage is on the horizon, it may well be worth testing the waters now, and building your TikTok audience, with a view to capitalizing on this element.