As TikTok continues to expand, it also builds on its features and offerings as a means to maximize its potential and provide more ways to establish a community in the app.
This week, TikTok added some new elements to its live streaming options, including scheduled events you can promote, live Q&A, and a shared sharing option to enhance the experience.
First, at scheduled events – as you can see in the video above (via the T-Pain musician), you can now create an event card for your upcoming stream, which you can then share on TikTok and other platforms.
Users can tap the CTA to register for a reminder within the app, which provides another way to increase awareness and interest in your upcoming streams, which could be great for brands considering this feature.
The following are live guests who, like other platforms, will show you and your guest in split screen mode in the live window.
Which isn’t really new. All TikTok users with more than 1,000 followers (over the age of 16) can stream live, while those with more than 5,000 followers can stream with guests in this mode for some time. TikTok seems to reduce this requirement, and all users who can stream (i.e., those with 1k followers) can now also add guests.
And lastly, the on-screen question and answer overlay has been updated, which provides another way to interact with the streamers in the app.
Live viewers have always been able to ask questions via 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 asking questions more individual focus.
None of them are certainly a revolutionary addition, but they provide a greater capacity to use live TikTok streams in your process, which, as noted, could have specific benefits for brands considering new approaches to video engagement.
The next big phase of TikTok’s live broadcasts is the purchase of a live broadcast, which he has been experimenting with in recent months with several partners with a big brand.
This could be a big lure for brands looking to connect with a growing TikTok audience and encourage a direct response in the stream.
e-commerce is a key focus of the app as it works to strengthen its monetization tools, and eventually more brands will have the capacity to present their products in their live shows, which will be a big improvement for functionality.
It’s not there yet, but TikTok is working to improve its live streaming capabilities – and given that we know the next phase is on the horizon, it might be worth testing the waters now and building your TikTok audience, with the goal of exploiting this element.