TikTok actually needs live-stream commerce to grow to be a factor within the app, simply because it has within the Chinese language model, so it’s making an attempt to push stay content material wherever it could actually, within the hopes of maximizing curiosity, and driving expanded engagement round in-the-moment broadcasts.
TikTok’s newest initiative on this entrance is a brand new “LIVE Fest” in-app event, which can showcase a number of the greatest stay creators that it has to supply.
Yeah, I don’t learn about that promo clip. However primarily, TikTok’s LIVE Fest will spotlight a number of the high live-stream expertise within the app, whereas additionally giving creators an opportunity to take part in stay challenges and activations.
As per TikTok:
“LIVE Fest is a world occasion throughout 50+ international locations and areas that may acknowledge and rejoice high creators. All through the occasion, creators have the chance to gather rewards for going LIVE, join with different creators, and share their creativity with a world viewers. Over the approaching weeks, we’ll be sharing updates on @TikTokLIVE_US in regards to the occasion and easy methods to be a part of within the enjoyable.”
TikTok says that the occasion will start “later this month”. There’s no particular date, although in another overview of the event, TikTok says that the “match interval” of LIVE Fest might be between December 1st and December sixteenth.
So, not this month.
I don’t know, appears a bit bizarre.
Date specifics apart, the occasion will embody a variety of occasions that stay creators will be capable of participate in, for an opportunity to win unique prizes.
“The occasion might be open to all eligible creators and there are various methods to take part in LIVE Fest. The simplest is by going LIVE in the course of the marketing campaign interval. Different methods to level-up participation embody particular LIVE Fest challenges and group rankings. In the course of the occasion, creators might be ranked mechanically based mostly on the factors they acquire throughout LIVE Fest. The highest-ranked creators might be eligible to obtain rewards. Winners may be invited to a VIP world creator award occasion early subsequent 12 months, obtain further Diamond rewards, and extra.”
So that is kind of like an announcement of a pending announcement, as a result of there’s not a whole lot of precise element as but. However what’s taking place is, TikTok is working an occasion for live-streamers, and you’ll win stuff, most likely someday subsequent month.
In any occasion, the thought is that it will put extra give attention to TikTok’s stay creators, and spotlight the chances of streaming within the app. As famous, live-stream commerce has grow to be a key earner for the Chinese version of TikTok, known as “Douyin”, with billions of {dollars} now being spent through Douyin stay broadcasts.
That gives extra alternative for creators to earn money, and TikTok has been making an attempt to push the identical in Western markets, with a view to assist its high expertise receives a commission, and thus, maintain them energetic within the app.
That’s labored to some extent. Some retailers are driving gross sales through TikTok stay streams, whereas NPC streamers like Pinkydoll have clearly discovered a distinct segment. However in broad phrases, in-stream procuring nonetheless isn’t in style on the app, nowhere close to as a lot as it’s in Asian markets. Which has left TikTok nonetheless working to discover a higher method to market its stay commerce choices.
Showcasing its high stay expertise might be one method to increase this, and you’ll anticipate to see a give attention to partnerships and the potential of stay commerce as a part of the occasion.
When you’re , you’ll be able to comply with @TikTokLIVE_US within the app for more information, or learn extra about LIVE Fest here.
