Everything You Need to Know About Live Shopping on TikTok

Live shopping on social media has boomed as a direct result of the pandemic. Between March 2020 to July 2021, live commerce purchases around the world rose by 76%, and the live commerce industry shows no signs of stopping. Compared to other e-commerce formats, conversion rates through livestreams are ten times higher.

Experts predict that the live shopping industry in the United States (US) will be worth $35 billion by 2024. In China, on the other hand, livestream shopping already plays a huge part in the country’s social shopping culture. In fact, 45% of China’s online shoppers will purchase via livestream in 2023. In 2022, its live shopping industry is expected to reach over$400 billion。

It’s no surprise then that TikTok, whose parent company is based in China, is a successful marketplace for livestream selling. Unlike with other platforms, TikTok users are几乎两次as likely to have purchased the products that they see on the app—with as much as67%of users that say TikTok inspires them to shop even when they don’t mean to do so.

For these reasons, brands are adding TikTok LIVE to their video marketing strategy, and so should you. This definitive guide will show you how to create a successful TikTok live shopping event, connect with your audiences, and boost your sales.

---

Live Shopping on TikTok:

---

什么是Tiktok现场购物？

TikTok live shopping is an e-commerce experience that offers brands an opportunity to showcase their products in real-time through livestream events. By participating in these events, TikTok users can purchase products without leaving the app. This allows brands and customers to interact and engage with one another while streamlining the purchasing process.

TikTok compares its livestream shopping feature to traditional television shopping channels like QVC and the Home Shopping Network. This time, however, the power of social media is drawing a huge amount of traffic from younger, tech-savvy consumers. Ultimately, it’s a unique opportunity for brands to connect to a larger community and tap a new generation of consumers.

---

How Does TikTok Live Shopping Work?

TikTok’s livestream shopping feature is similar to that of Instagram and Amazon Live. As brands showcase each product, a pin related to that product will pop up. Viewers can then tap that pin to add the item to their cart and then check out within the app itself.

Audiences can also wait until the end of the livestream before they can browse through all the featured items in the broadcast. They can simply tap the shopping cart icon and then select the items that they want to purchase.

---

为什么要参加Tiktok现场购物活动？

• Wider audience reach

Companies don’t just sell more products—they also gain increased brand exposure by using TikTok’s live shopping feature. After all, TikTok is the fastest-growing video-sharing and social media platform today. Just five years since its inception, it has already gainedover 1 billionusers. Additionally, its users spend an average of858 minutesper month on the app.

• Increased views and following

2021年，沃尔玛（Walmart）在Tiktok上的现场购物活动获得了七倍views than what they expected. In addition, their TikTok following grew by25%。即使是小乙rands agree that TikTok has greatly contributed to their success. Hemp farm content creator Lauren Davis, for example, has amassed over850,000追随者自2020年在应用程序上进行直播。

• Real-time audience connection

Interacting with audiences in real-time is one way for brands to engage and build a relationship with their followers. On a livestream, they can share dynamic links to products and services. They can also demo how to apply or operate a product, increasing their trustworthiness and sales prospects.

• 更大的购买潜力

Z和千禧一代占Tiktok用户群的一半以上。根据影响者营销厂的一项调查，金博宝188备用网址40%of this demographic have bought at least one item or service while watching a social media livestream. With the purchasing power of Gen Zs currently at$360 billion, they’re a lucrative market to tap.

• 充满活力的电子商务平台

每天都有数十个Tiktok帐户上线。从大型企业到小品牌的任何人都可以在平台上进行直播。他们还可以在应用程序上几乎出售任何内容，从毛绒动物和钥匙扣到化妆工具和电话盒。去年，流行的标签#tiktokmademebuyit巩固了该平台对电子商务的影响。

Now, before you start planning your TikTok live shopping event, make sure that you meet the requirements for livestreaming on the app.

---

Who Can Go Live on TikTok?

To be able to go live on TikTok, you must satisfy two important credentials:

1. You must be at least 16 years old.
2. You need to haveat least1,000 followerson the platform.

As a content creator, you must also follow TikTok’scommunity guidelines。这意味着让您的直播友好，尊重，安全和欢迎每个人。

Now that you’ve got the basics down, it’s time to go live.

---

How to Go Live on TikTok

• Open the TikTok app.

1. Tap the icon with theplus signat the bottom-center of your screen, just as if you’re creating a regular video content.
2. 在屏幕底部滑动菜单栏，直到找到LIVE。Note that this option won’t be available to you if you haven’t yet satisfied the requirements for livestreaming.
3. 输入title of your livestream. You only have 32 characters to grab people’s attention, so be creative.
4. SelectGo Live。

---

How to Schedule a TikTok Live Shopping Event

事先安排现场活动将为您提供更多时间来推广和准备。

1. Open the TikTok app.
2. On the upper-right hand corner, tap on thecalendaricon.
3. 在时间表页面上，单击Create an event。
4. 输入Event Name,Start Time， 和Descriptionof your livestream. Note that your Event Name can only be 32 characters long, while your Description has a 200-character limit. You must also schedule your live event at least two hours in advance; otherwise, TikTok won’t accept it.
5. Once you have created your event, TikTok will place it under review. Just wait for the app’s approval. This could take about a few seconds to an hour. You’ll see your approved event automatically listed on your profile.

---

TikTok Live Shopping Format Ideas

The next step is planning the presentation of your live shopping event. Here are a few suggestions.

• Demos or tutorials

How-to videos can educate and inspire your viewers. By providing feedback and advice, you also get to build an authentic connection with audiences. Such was the case with makeup brand Too Faced. Its first TikTok live shopping episode, which featured makeup tutorials, saw72,500unique tune-ins and68,400参与。

• Behind-the-scenes

People love to peek behind the curtains. Giving a behind-the-scenes tour of your company allows you to showcase your company culture. You can even take your viewers to photoshoots or production processes so that they can see the work you put into your product. The best part is that your live doesn’t have to be studio-quality. Instead, filming straight from your phone is a more personable approach.

• Variety programs

Putting together a program that brings together different brands in one livestream can attract a huge amount of traffic. Walmart used this format when it piloted TikTok’s livestream platform. A marketplace, video streaming hub, and concert venue under one roof, the live shopping event was so successful that the multinational retail corporation was compelled to host a second one.

• Product Releases

Brands can utilize livestream shopping on TikTok when they want to promote a new product, special collections, or giveaways. Live video shopping app NTWRK in collaboration with designer Joshua Vides was able to provide an interactive direct-to-customer experience when they launched limited-edition apparel collection on TikTok’s live shopping channel.

---

TikTok Live Features to Use

In addition to these formats, there are also a number of features to help make your live shopping content as engaging as possible.

• 邀请a co-host

You can invite another person to host your livestream with you. This is an excellent way for your livestream to gain more traction and reach a wider audience. To collaborate with a co-host:

1. Make sure that you are following each other on the app.
2. You and your co-host should be live at the same time.
3. Tap theinfinity屏幕左侧的图标。这将促使您邀请一个人参加您的直播。
4. 输入name of your co-host then click邀请。
5. Once your co-host accepts the invitation, you will appear side-by-side on the screen. However, note that you’ll each be able to see the comments only on your screen and not on each other’s.

• 添加主持人

You can invite moderators to your livestream to keep the conversation on track or present two sides of an argument. Moderators can also assist you with managing comments from viewers. This way, they can help curb cyberbullying or harassment behavior from viewers, which can happen in any livestream.

To add a moderator:

1. Make sure that you are following each other on the app.
2. On the right-hand side of the screen, select theSettingsicon.
3. Tap onModeratorsthen click on theplus iconto add a person.
4. Type the name of your moderator on the search then clickAdd。

• 过滤器和效果

像普通TikTok视频,TikTok允许你生活to use filters and camera effects. For example, you can enlarge your eyes or smoothen your skin. You can even reshape your face. You can also use a green screen background to help you set the mood of your livestream.

• 邀请a guest

A guest is different from a co-host and a moderator in that they’re on your live and not on live themselves. However, your guests also need to meet certain requirements, such as having 1,000 followers. Guests will have to request that they go live with you, and once you accept the request, the guest will show up on your screen as a thumbnail.

• Question and Answer (Q&A)

启用问答将帮助您快速确定直播评论中的问题。这些问题将从流聊天中的单独面板中出现，因此您可以轻松地发现它们并更快地响应它们。

To turn on your Q&A:

1. Go to your Settings and Privacy page.
2. SelectCreatorthen tapQ&A。
3. 通过敲击激活该功能Turn on Q&A.

---

Tips for Succeeding in a TikTok Livestream

• 了解听众的时间段

It isn’t just enough to know what your audience wants to talk about. You also need to know when they are most active and go live at the same time as them. You can conduct a poll or a survey to know your viewers’ preferred timeline, or you can check out your TikTok analytics to see your followers’ activity by the hour. Take note, however, that you need to upgrade to a Pro account to see your stats.

• Plan the event from start to finish

这可能很容易兴起您的直播，但是准备主题和前方的要点将有助于您最大程度地提高时间。有了一个脚本，您不会说话的话，最终不会散布。您的观众将更好地参与并停留更长的时间。计划也是捕捉潜在灾难并摆脱紧张情绪的机会。

• Promote your livestream

Encourage your viewers to tune in when you’re live. Some ways to promote your upcoming livestream include:

• • Create a promotional video:On your scheduled live event, you can add a Related video. Use that space to give audiences a snippet of your upcoming broadcast. Unlike a regular TikTok video, this promotional video will contain a link to your live event, which users can click. This makes it more convenient for them to sign up for the event.
  • Share your event link:You can either direct message people on the platform or drive them to your profile, where your scheduled live event is automatically displayed. You and your viewers can also share your event link during the livestream itself.

• Familiarize yourself with the app

这也许看起来很明显但是知道TikTok的数据ce by heart will lessen potential mishaps. Some features that you need to consider are the following:

• Flip camera feature:When showing anything in front of you during your live, you can use this instead of facing the camera away from you.
• Enhance mode:您可以添加美容过滤器，以平滑相机可能捕获的任何皱纹。
• Share your live stream:You can share your livestream link to other social media platforms during the event itself. Simply click theSharearrow at the bottom of your screen.
• 过滤您的评论：对您的评论部分进行治安，旨在为您提供更友好的用户体验，还为您的观众提供。过滤评论：

1. Tap theSettingsicon on the right-hand corner of the screen. At the bottom of the page, you will see关键字过滤器。
2. 单击plus signthen type certain keywords that you don’t want to see on your livestream. You can type up to 200 keywords.

• Check your network connection

This is one basic tip that you should never overlook. It’s imperative in livestream selling to make the process of purchase more convenient. If your network constantly disconnects, viewers will likely disengage and leave the event. Running a speed test will ensure that you won’t run into problems. It would also be wise to have a back-up internet connection on top of your main network.

• Boost audience engagement

Encourage your audience to participate in your livestream. One way to do this is to ask them to drop emojis or hearts. This can help boost your livestream’s algorithm so that it becomes more visible to other TikTok users. You should also add value to your audience’s knowledge. Incentivize their viewership or at least make sure that they gain something important at the end of your stream.

• Analyze your performance

在现场结束时，您将可以看到所有分析。您将深入了解观看您获得的直播和关注者的用户总数。您还可以看到录制的直播。